Hasbro

HAS · NASDAQ

$109.52+$11.03 (+11.20%)TodayMarket closed · Oct 20, 7:51 PM ET

Prev close $98.49

HAS analyst rating

BuyConsensus of 13 analysts over the last 12 months. 85% rate it a buy.

Strong buy0
Buy11
Hold2
Underperform0
Sell0

12-month price target · 16 analysts

Average $111.35 (+1.7% upside)

Low: $90.90
Now: $109.52
High: $126.00

Upgrades and downgrades

The latest rating actions, newest first

HAS analyst upgrades, downgrades and rating actions
Firm	Date	Action	Rating	Price target	Hit rate
Citigroup	Oct 13, 2026	Maintains	Buy	$107.00 → $117.00	44%
Wells Fargo	Aug 20, 2026	Maintains	Equal-Weight	$85.00 → $90.00	63%
Argus Research	Jul 23, 2026	Maintains	Buy	$90.00 → $105.00	75%
JP Morgan	Jul 22, 2026	Maintains	Overweight	$125.00 → $111.00	64%
DA Davidson	Jul 22, 2026	Maintains	Neutral	$100.00 → $95.00	40%
Jefferies	Jul 16, 2026	Maintains	Buy	$120.00 → $110.00	100%
B of A Securities	Jul 16, 2026	Maintains	Buy	$115.00 → $105.00	59%
BNP Paribas	Jul 15, 2026	Maintains	Outperform	$117.00 → $114.00	80%
Roth Capital	Jul 14, 2026	Maintains	Buy	$120.00 → $100.00	69%
Citigroup	Jul 10, 2026	Maintains	Buy	$114.00 → $101.00	44%

The case for and against

Updated Oct 14, 2026

Bull case

Hasbro is supported by strong momentum in Wizards and Digital Gaming, where sales rose 26% to $582M and operating profit reached $298M, helping offset a softer consumer products mix and a 20M tariff headwind that was fully absorbed by $37M in cost savings. The updated guide appears conservative because management reiterated 2026 outlook despite another beat, while the slower 2H setup and lower back-half margins reflect temporary issues rather than a demand problem, including a cyber incident and planned video game ad spend for 2027 launches. The positive view is reinforced by rising model estimates, with 2026 sales at $5,060M, EBITDA at $1,518M, and EPS at $6.29, plus 2027 sales at $5,260M, EBITDA at $1,542M, and EPS at $6.79 as the higher-margin Wizards mix expands.

Bear case

Hasbro is facing a negative fundamental setup because its strategy depends on a smaller set of large global brands, making performance more vulnerable if innovation or consumer appeal weakens. The business also operates in a rapidly changing, highly competitive toy and family-entertainment market, where shifting tastes and rising technology sophistication can pressure revenue, market share, and profitability. Even with a solid sales and earnings beat, investors may worry about the implied back-half slowdown in Wizards, premium valuation versus peers, and ongoing uncertainty from oil, cybersecurity issues, and tariffs.

Information on this page is provided for informational purposes only and is not a recommendation to buy, sell or hold any security. Investing involves risk, including possible loss of principal. Market data is delayed at least 15 minutes and is provided without warranty. Analyst ratings, price targets and company data come from third-party sources. Past performance does not guarantee future results.