Hasbro has long been known for brands like Nerf and G.I. Joe.  But last year it snatched a contract from the hands of rival Mattel: the Disney princess contract.

Jaime Katz, an analyst for Morningstar who tracks Hasbro, says that contract is worth around $300 million per year. And of course, it includes the famous princess sisters Elsa and Anna from the hit film Frozen.

But licensing isn’t the only growth strategy for Hasbro. It still sends reps to game inventor shows and develops relationships with the people whose ideas become hit card games, according to Mary Couzens, founder and CEO of the Chicago Toy and Game Group. 

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