Hasbro's CEO warns that toy prices could start to rise in the fall because of tariffs
Source: CNN Business
Updated 8:37 PM EDT, Thu July 10, 2025
CNN — America’s toy prices could rise later this year, particularly if higher tariffs take effect, Hasbro CEO Chris Cocks told CNN’s Audie Cornish, host of “The Assignment” podcast. Cocks said on this week’s episode of “The Assignment” that America’s current 30% minimum tariffs on China and apparent agreement to place 20% tariffs on Vietnam’s goods are “pretty significant,” but not unexpected.
China and Vietnam are Hasbro’s main international suppliers. “We’ve been around for a while,” Cocks said. “We take a long-term view of things, and so our general reaction is: Be agile, but don’t overreact.”
Hasbro, founded in 1923, produces well-known toys and games, including Play-Doh, Transformers, Candy Land and Dungeons & Dragons. Although Hasbro has not yet raised prices because of tariffs, Cocks said an increase could be coming.
“I would expect if prices are going to be raised across the industry, the consumer will probably start to see them in the August through October timeframe, just based on the production timelines associated with toys,” he said. Cocks said toys typically take three to five months to hit store shelves after a retailer places orders for them.
Read more: https://www.cnn.com/2025/07/09/business/hasbro-ceo-tariffs
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