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Thursday interview with CNBC Jim Kramer. Hasbra CEO Chris Cox talked in detail how the toy producer tries to diversify his supply chain and adapt to the steep tariff campaigns of President Donald Trump in China, one of the main suppliers.
“I think we make rapid changes,” he said. “You know, our goal was to get to about 40% of the world search from China by the end of 2026. I think we hit much earlier.”
According to the roosters, Hasbra has moved some production to countries, including the US, Turkey, China, Japan, India, Vietnam and Indonesia. So far, in 2025, he said the company had moved several hundred SKU from China to these other places.
However, he confirmed that China “will always be an important place for us to the source.” Creating toys can be laborious and requires specialized types of work, he emphasized and Chinese manufacturers have experience in making certain subjects such as high-end figures. They also dominate the lower class electronics and foam, he continued. But over time, the roosters predicted that other “supply sources will ripen” and Hasbro will be able to diversify production even in these more specialized categories.
Hasbro on Tuesday reported income strikeBut it predicted that if 145% of Trump’s duty on imports continue, the company may occupy $ 300 million strike to its essence. However, management was a rather optimistic diversification strategy to help mitigate any loss.
The roosters confessed that it expects prices to rise. But he claimed that the increase could be lower than peers with the “flexibility of search”. The company also has a certain punch because 50% of the profit received in the US or at the domestic level or with “experience or digital games,” he said. The cock added that the trade policy remains “a rather flowing situation”, and Hasbra hopes that there will be “movements on the tariff front” when the Trump administration is negotiating with more countries.
“I think most of the families you know when they think about a toy, they think about $ 10 or $ 20. They don’t think about $ 30 or $ 50 or $ 100, it’s very small and far away,” he said. “So, we try to selectively store basic items, especially gift items, at magic prices for $ 10 and 20.”
