Hasbro earnings beat estimates with touch of Disney magic

Even for a company that spends all its time coming up with ideas for creative playthings, it was fun being Hasbro this past quarter.

The toy giant beat analysts' expectations for the second quarter on the back of strong performance from Star Wars, Frozen and Disney Princess toys.

Hasbro's earnings for the second quarter of the year increased to $52.1 million, or 41 cents per diluted share per share, up 25% from $41.8 million, or 33 cents a share in the same period last year. Net revenues for the company's second quarter rose 10% to $878.9 million, up from $797.7 million in the same period last year. Both numbers beat Wall Street's expectations of 39 cents per share and $859.30 million in revenue, according to S&P's Capital IQ.

The company saw growth in four of its largest categories -- boys, girls, games and preschool. Girls division revenues saw the largest jump, rising 35% to $172.3 million in the quarter behind strong sales of the Disney Princess and Frozen fashion, small dolls and Baby Alive dolls.

The boys category was up 4% to $355.1 million behind sales of Nerf and Star Wars toys and the addition of toys related to the Yokai Watch video game.

The Disney connection has been a particular boon to Hasbro, which began making Disney Princess and Frozen products earlier this year after acquiring the rights to the lines in 2014. Rival Mattel previously held the merchandising rights.

The agreement between Disney and Hasbro came shortly after the companies joined forces in 2013 to produce toys based on the popular Disney-owned Marvel and Lucasfilm properties. Hasbro will be making toys for Disney's upcoming Rogue One: A Star Wars Story set to hit theaters this December.

Follow Eli Blumenthal on Twitter @eliblumenthal