11:22 AM EDT, 09/19/2025 (MT Newswires) -- US retailers including Target ( TGT ) are increasing exposure to trading cards, while delaying holiday orders, shifting revenues for toymakers like Hasbro ( HAS ) and Mattel ( MAT ) from Q3 into Q4, BofA Securities said Friday.

Target ( TGT ) continues to move into trading cards, such as "Magic: The Gathering," and sales are up about 70% year-to-date and on pace to exceed $1 billion in 2025, BofA said. Hasbro ( HAS ) is also positioned to benefit, with strong demand supported by new set releases, a growing player base, and expanded distribution, the firm said.

With retailers delaying holiday orders due to consumer uncertainty, Mattel ( MAT ) faces near-term pressure, BofA said, cutting its Q3 EPS estimate for the toy maker to $1.02 from $1.08. For Hasbro ( HAS ), BofA sees consumer products revenue down 3.5% in Q3 rebounding to a 1.0% gain in Q4.

Hasbro's ( HAS ) diversification into video games, including its planned 2026 launch of "Exodus," positions it to capture faster growth relative to traditional toys, BofA said.

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