Advertising Age Article Abstract
How Hasbro Is Getting Movies Made About Its Toys
Mattel More Reluctant to Hand Over Brands to Hollywood Talent
LOS ANGELES (AdAge.com) -- As cash-strapped consumers spend less, Mattel and Hasbro have been feeling the pain in their toy chests. But thanks to markedly different Hollywood strategies, things may get a lot better a lot sooner at Hasbro, where both sales and earnings could rise this year thanks to box-office-fueled marketing in the second and third quarters. ...