This story appears in the
June 1998 issue of
Entrepreneur.
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Most people thought it wasn't a smart move--and that's
putting it diplomatically. Few had faith in the product; some even
predicted there would be a warehouse filled with unsold plush
figures in the not-too-distant future. After all, it was
just . . . a pig.
As it turns out, Babe was no ordinary swine. The movie in which
he starred was a surprise hit in 1995, earning a Best Picture Oscar
nomination. And the man who took a chance on the little talking pig
that could--Alan Hassenfeld, CEO of Hasbro Inc.--took home the
proverbial bacon.
That's just one of many tales told in G. Wayne Miller's
Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the
Companies That Make Them (Times Books, $25 hardcover). Centering
around the struggles of Hassenfeld, the book examines an industry
that's anything but fun and games. Decisions are made--such as
when and how to stage a comeback for G.I. Joe--that reverberate
right down to the toy retailers themselves. At stake are pride,
prestige and millions of dollars. These guys aren't kidding
around.