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    Hasbro (HAS) Expands Its Licensing Reach, Is The Stock Still Cheap?

    Simply Wall St·09/04/2026 13:35:51
    語音播報

    Upper Deck collaboration puts Hasbro’s entertainment IP in focus

    Upper Deck’s new licensing deal with Hasbro (HAS) places Transformers, Power Rangers, G.I. Joe and other brands into fresh trading card and game products tied to The Transformers: The Movie 40th anniversary.

    For investors watching Hasbro stock, the partnership highlights how the company continues to monetize its entertainment catalog across trading cards, collectibles and games, using retailer exclusives and anniversary releases to reach long-time fans and collectors.

    Hasbro’s US$93.0 share price has edged lower over the past week, yet it still shows a 30 day share price return of 1.63% and a 90 day share price return of 10.48%, alongside a 1 year total shareholder return of 19.40% that points to improving momentum around the story.

    Spot 21 high quality undiscovered gems that, like Hasbro, are using long-running entertainment IP and collectibles demand to build momentum with fans and investors.

    Hasbro appears to have the IP engine and recent share price momentum working in its favour. The real test now is whether that US$93.0 price tag reflects fair value or asks too much for the story.

    Most Popular Narrative: 15.4% Undervalued

    The most followed Hasbro narrative places fair value at $109.93 per share, above the recent $93.00 close, framing the stock as undervalued by that lens.

    Rapidly growing cross-platform digital gaming and licensing revenue, exemplified by Wizards of the Coast (notably Magic: The Gathering's 23%+ YoY growth and MONOPOLY GO!), is expanding Hasbro's addressable market and recurring high-margin earnings streams. This positions the company to capitalize on the global rise of digital entertainment and is expected to support higher revenue and operating profit.

    Read the complete narrative.

    Curious how a toy and game company narrative gets to that fair value gap. The crux is future margins, earnings power and the multiple applied to those profits.

    Based on this narrative, Hasbro’s fair value is set using a 7.79% discount rate and assumes future revenue growth, higher profit margins and a specific future P/E multiple, all of which combine to a $109.93 estimate that sits above today’s $93.00 price.

    Result: Fair Value of $109.93 (UNDERVALUED)

    Have a read of the narrative in full and understand what's behind the forecasts.

    However, Hasbro’s reliance on a few heavyweight franchises, as well as its exposure to tariffs and supply chain costs, could quickly challenge that 15.4% undervalued narrative.

    Find out about the key risks to this Hasbro narrative.

    Next Steps

    There is a mix of optimism and concern around Hasbro, providing an opportunity to start forming a view. Act while the narrative is still evolving by reviewing the 5 key rewards and 2 important warning signs

    Looking for more investment ideas beyond Hasbro?

    If Hasbro has caught your attention, do not stop there. The wider market holds plenty of other opportunities that could fit your goals just as well.

    This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.