The second-biggest U.S. toymaker has begun selling dolls from the popular Disney movies Frozen and Cinderella after wresting the lucrative license from its larger rival, Mattel Inc.
Hasbro will also launch My Little Pony toys throughout this year, Chief Executive Brian Goldner told Reuters, as it aims to create a buzz ahead of the 2017 release of a movie voiced by Emily Blunt and Emmy award-winning Kristin Chenoweth.
It's a strategy that worked well for Hasbro in the run-up to the December 2015 release of Star Wars: The Force Awakens.
In a fourth quarter that delivered the company's biggest revenue growth in nearly five years, sales of toys for girls fell 17 percent.
The contribution from toys for girls -- its third-largest category, behind games -- fell to just 18 percent in 2015 from 24 percent a year earlier.
Bloomberg reported this month that the two companies had held inconclusive talks about a potential merger.