Transformers: Revenge of the Fallen has brought good news to Hasbro's bottom line with a licensing and merchandise bringing in $830 million worldwide. By comparison, the worldwide gross of the movie is $833.2 million.
This new information comes from a MSNBC article highlighting Hasbro's shift from toy company to multimedia with relationships in the movie industry (TF, GI Joe, Monopoly and more), TV (deal with Discovery Communications for new Hasbro channel), and video games (EA and Activision deals). The company’s profits rise 9% to $150.4 million thanks to cost cutting efforts and pay off from their multimedia deals increasing toy sales.
It could just be a matter of time before the company hits the number one spot with Transformers 3 in the planning stages, a probably sequel to GI Joe, and more in the works for the next few years.