Name: How Hasbros meeting the tariff challenge
Uploaded: 2025-12-18T08:02:15.590Z
Duration: 1 min 46 s
Description: Tariffs on imports from China have hit US toy and game companies hard, with Hasbro estimating a $60M impact on net profit in 2025. On Bloomberg Chief Future Officer, CFO/COO Gina Goetter tells Matt Miller how the company has been diversifying its manufacturing base to counteract these headwinds.

Tariffs on imports from China have hit US toy and game companies hard, with Hasbro estimating a $60M impact on net profit in 2025. On Bloomberg Chief Future Officer, CFO/COO Gina Goetter tells Matt Miller how the company has been diversifying its manufacturing base to counteract these headwinds.

Rhode Island

Donald Trump has signed an order to impose tariffs imports into the U.S. from countries including China, Mexico and Canada.

Global Tariffs

Hasbro is responding to tariff challenges by accelerating efforts to diversify its supply chain away from China. The company has reduced its sourcing from China from approximately 60-65% two years ago to around 50% in 2025, with plans to decrease this further to about 30% by 2027. 

Manufacturing bases in Vietnam, India, Turkey, and Indonesia are being expanded to support this transition. Hasbro emphasizes that while diversification improves resilience, it takes time to ensure new vendors and suppliers meet quality standards, especially for children's products.

How Hasbro's meeting the tariff challenge

The challenge especially within my supply chain is now how do you have enough productivity initiatives to offset the increased cost of all the product. For the industry as a whole you have more than 80 percent dependence on China as a sourcing market. For some of the bigger players that exposure is less and they have more nimble more flexible supply chains to navigate this disruption. For the medium sized and smaller players this has been very very disruptive. Can you just move your supply chain out of China and into the U.S. or out of Mexico and up to Canada. Is it that easy. It's not that easy but we do have flexibility. And we had been prior to terrorists prior to any of this. We had been on a journey to diversify our footprint out of out of China. So probably two ish years ago roughly 60 65 percent of our toying game volume was coming from China. Today as we entered into 20 25 that was around 50 percent. All we've done is really accelerate the path to get down to roughly call it 30 percent. By the time we enter into into 20 27 we're growing inside of Southeast Asia. Vietnam's a big base for us. India is a fairly big base for us. And then in Eastern Europe and Eurasia Turkey is a meaningful base for us. And Indonesia is growing for us as well. For us I mean if tariffs stay if tariffs go it's never good to have so much of your manufacturing base centered on one geography. We think diversification is good but it does take a bit of time to get vendors and suppliers up to speed. Quality is a big deal especially when you're dealing with toys and kids. It's not an instantaneous thing but it's not also a five year have to build a new plant from scratch.

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How Hasbro's meeting the tariff challenge

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