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.
This story appears in the June 1998 issue of Entrepreneur. Subscribe »
