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Toy Story

Grown-ups, take note: The lucrative toy market isn't just child's play.

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

The company: Hasbro Inc. is the second-largest toymanufacturer in the world, sharing industry control withBarbie purveyor Mattel Inc. The company markets its productsprimarily through its Playskool, Tonka, Kenner, Milton Bradley andParker Brothers brands.

The markets: Many of Hasbro's toys target5-to-14-year-olds, an age group the U.S. Census Bureau expects togrow by nearly 1 million by 2000.

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