By Natasha Khan

At the Toy Fair in New York, talk of tariffs loomed over meetings and sales pitches as executives and buyers gathered under a giant hanging Pikachu and banners showing the gang from Paw Patrol.

Many U.S. toys would be hit with the new tariffs on imports from China.

"The story hasn't fully played out yet," said Chris Cocks, the chief executive of Hasbro, which makes Monopoly, G.I. Joe and Nerf guns. "Our first rule, though, is don't overreact."

For months, Cocks and his team have been preparing for any eventuality with regards to tariffs. The company derives around 40% of its U.S. sales from China; and has plans to reduce that number to 20% within the next four years.

Still, the 20% tariff is material and Cocks said that if the tariffs hold, the company would have to consider different options, including raising prices on certain products.

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(END) Dow Jones Newswires

March 04, 2025 18:04 ET (23:04 GMT)

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