Hasbro's Pie Face Showdown Is Top Toy so Far This Year, Amazon Says

Editors' pick: Originally published Nov. 29.

Hasbro's (HAS) Pie Face Showdown Game is the top selling toy so far this year, helping both e-commerce and brick-and-mortar retailers reel in sales on and around this year's Black Friday weekend.

The Hasbro game, in which two players compete to find which will be smushed in the face by a dollop of whipped cream, is Amazon.com's (AMZN)  "best-selling toy so far," according to a report as of noon on Cyber Monday. More than 2 million toys have been purchased on the company's website, the report said.

Last night, Adobe (ADBE) reported that Cyber Monday sales were on track to generate $3.39 billion in online revenue, a 10.2% year-over-year increase. For the first year, Cyber Monday generated more revenue than Black Friday, which gained $3.34 billion in sales.

"This will mark the largest online sales day in history," Adobe said in the report. 

BMO Capital Markets analyst Gerrick Johnson said in a research note Tuesday morning that out of the "big three" toy retailers, Toys "R" Us, Target (TGT) and Walmart Stores (WMT) , Target had the worst foot traffic and Toys "R" Us had the best, based on the firm's research.

"Toys 'R' Us had the most foot traffic of the 'Big Three' U.S. toy retailers, likely because it had the broadest array of doorbuster and Black Friday deals," Johnson said in this morning's note.

During the days leading up to Black Friday, Sunday, Nov. 20, to Wednesday, Nov. 23, Toys "R" Us ran buy-one-get-one 60% off deals on Disney Princess, My Little Pony and Star Wars toys, all made by Hasbro, according to Johnson.

Here's a video of the Pie Face Showdown game:

 

Johnson said during that time, the toy store also ran buy-one-get-one 40% off Hasbro's Nerf guns and Mattel's (MAT) Barbie and Hot Wheels toys.

"On Black Friday, Target was by far the least trafficked toy store we visited," Johnson said. "Target did offer some very good deals on toys, though. And we wonder if Target shoppers may have taken advantage of a 20% off all toys and games promotion from Sunday, Nov. 20, through Wednesday, Nov. 23."

For the four days leading up to Thanksgiving, Target offered buy-one-get-one 50% off on Hasbro's Disney Princess, Star Wars, Marvel, My Little Pony and Nerf toys. The retailer offered the same discounts on only two of Mattel's products, Hot Wheels and Spin Master.

On Target's third quarter earnings call two weeks ago, the company said Disney Princess was the best-selling doll in the store.

In January, Disney gave Hasbro the rights to its Disney Princess brand. Mattel had sold Disney princess dolls since 2000. The introduction of the Disney princess line of toys helped Hasbro move into the doll making space, largely dominated by Mattel.

Target said in its recent earnings call that, in addition to Disney Princess dolls, board games by Hasbro also dominate sales for the retailer, according to Johnson.

BMO disclosed in the note this morning that the sample size used for its research was small.

Shares of Hasbro rose $1.29 to $86.74 late this morning.

(Amazon.com is held in the Growth Seeker portfolio. Adobe Systems is held in Jim Cramer's Action Alerts PLUS portfolio. See all of the holdings with a free trial.)

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