Hasbro advertising spend, FY2025

Hasbro (HAS) reported $317M of advertising expense for the fiscal year ended Dec 28, 2025. That is 5.9% of revenue of $5.4B. Down 0.8% from FY2024.

Ad spend, FY2025
$317M
year ended Dec 28, 2025
Change vs prior year
-0.8%
vs FY2024
Share of revenue
5.9%
of $5.4B revenue
Rank by ad spend
#165
of 336 companies

Key facts

  • Ad spend is 23% below its FY2015 level ($409M), while revenue grew 1.2x.
  • The highest year on file is FY2021 at $507M; FY2025 is 37% below it.
  • Largest increase +22.8% in FY2021; largest cut -23.5% in FY2022.
  • Ad spend has fallen 4 years in a row.
  • Ad spend is 5.9% of revenue, down from 7.6% in FY2020.
  • Hasbro spends more on advertising than 51% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.1x the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M FY2008 (ended 2008-12-28): $455M FY2009 (ended 2009-12-27): $413M FY2010 (ended 2010-12-26): $421M 2010 FY2011 (ended 2011-12-25): $414M FY2012 (ended 2012-12-30): $422M FY2013 (ended 2013-12-29): $398M 2013 FY2014 (ended 2014-12-28): $420M FY2015 (ended 2015-12-27): $409M FY2016 (ended 2016-12-25): $469M 2016 FY2017 (ended 2017-12-31): $502M FY2018 (ended 2018-12-30): $440M FY2019 (ended 2019-12-29): $414M 2019 FY2020 (ended 2020-12-27): $413M FY2021 (ended 2021-12-26): $507M FY2022 (ended 2022-12-25): $387M 2022 FY2023 (ended 2023-12-31): $358M FY2024 (ended 2024-12-29): $320M FY2025 (ended 2025-12-28): $317M 2025 $317M

Ad spend as % of revenue

0% 5% 10% 15% FY2008 (ended 2008-12-28): n/a FY2009 (ended 2009-12-27): n/a FY2010 (ended 2010-12-26): 10.5% 2010 FY2011 (ended 2011-12-25): 9.7% FY2012 (ended 2012-12-30): 10.3% FY2013 (ended 2013-12-29): 9.8% 2013 FY2014 (ended 2014-12-28): 9.8% FY2015 (ended 2015-12-27): 9.2% FY2016 (ended 2016-12-25): 9.3% 2016 FY2017 (ended 2017-12-31): 9.6% FY2018 (ended 2018-12-30): 9.6% FY2019 (ended 2019-12-29): 8.8% 2019 FY2020 (ended 2020-12-27): 7.6% FY2021 (ended 2021-12-26): 7.9% FY2022 (ended 2022-12-25): 5.8% 2022 FY2023 (ended 2023-12-31): 6.3% FY2024 (ended 2024-12-29): 6.7% FY2025 (ended 2025-12-28): 5.9% 2025 5.9%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 28, 2025 $317M -0.8% $5.4B 5.9% AdvertisingExpense 10-K Feb 25, 2026
FY2024 Dec 29, 2024 $320M -10.9% $4.7B 6.7% AdvertisingExpense 10-K Feb 25, 2026
FY2023 Dec 31, 2023 $358M -7.5% $5.7B 6.3% AdvertisingExpense 10-K Feb 25, 2026
FY2022 Dec 25, 2022 $387M -23.5% $6.7B 5.8% AdvertisingExpense 10-K Feb 27, 2025
FY2021 Dec 26, 2021 $507M +22.8% $6.4B 7.9% AdvertisingExpense 10-K Feb 28, 2024
FY2020 Dec 27, 2020 $413M -0.2% $5.5B 7.6% AdvertisingExpense 10-K Feb 22, 2023
FY2019 Dec 29, 2019 $414M -6.0% $4.7B 8.8% AdvertisingExpense 10-K Feb 23, 2022
FY2018 Dec 30, 2018 $440M -12.3% $4.6B 9.6% AdvertisingExpense 10-K Feb 24, 2021
FY2017 Dec 31, 2017 $502M +7.0% $5.2B 9.6% AdvertisingExpense 10-K Feb 27, 2020
FY2016 Dec 25, 2016 $469M +14.5% $5B 9.3% AdvertisingExpense 10-K Feb 26, 2019
FY2015 Dec 27, 2015 $409M -2.6% $4.4B 9.2% AdvertisingExpense 10-K Feb 26, 2018
FY2014 Dec 28, 2014 $420M +5.6% $4.3B 9.8% AdvertisingExpense 10-K Feb 22, 2017
FY2013 Dec 29, 2013 $398M -5.7% $4.1B 9.8% AdvertisingExpense 10-K Feb 24, 2016
FY2012 Dec 30, 2012 $422M +2.0% $4.1B 10.3% AdvertisingExpense 10-K Feb 26, 2015
FY2011 Dec 25, 2011 $414M -1.6% $4.3B 9.7% AdvertisingExpense 10-K Feb 26, 2014
FY2010 Dec 26, 2010 $421M +2.0% $4B 10.5% AdvertisingExpense 10-K Feb 27, 2013
FY2009 Dec 27, 2009 $413M -9.2% n/a n/a AdvertisingExpense 10-K Feb 22, 2012
FY2008 Dec 28, 2008 $455M n/a n/a n/a AdvertisingExpense 10-K Feb 23, 2011

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Hasbro in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
163 People Inc. $328M 13.7% +3.3% FY2025
164 Celsius $319M 12.7% +43.9% FY2025
165 Hasbro $317M 5.9% -0.8% FY2025
166 Elanco Animal Health $314M 6.7% +33.1% FY2025
167 Teva Pharmaceutical $309M 1.8% +19.3% FY2025
168 Abercrombie & Fitch $308M 5.9% +13.9% FY2026
169 Zoetis $308M 3.3% +2.0% FY2025

Full ranking of 336 companies · Biggest cuts #91

Questions

How much does Hasbro spend on advertising?

Hasbro spent $317M on advertising in fiscal 2025, the year ended Dec 28, 2025, according to its 10-K filed Feb 25, 2026.

What percentage of revenue does Hasbro spend on advertising?

5.9% of revenue in fiscal 2025 ($317M of $5.4B). The median across the 336 companies tracked is 5.2%.

Is Hasbro spending more on advertising?

No. Ad spend fell 0.8% in fiscal 2025 from fiscal 2024. It has fallen 4 years in a row.

How does Hasbro rank by advertising spend?

#165 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Hasbro's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 25, 2026
Accession number
0000046080-26-000011
Company
HASBRO, INC., CIK 46080, SIC 3944 (Games, Toys & Children's Vehicles (No Dolls & Bicycles))
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Hasbro advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 25, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/hasbro/advertising-spend/
Download
CSV, all years · CSV, all 336 companies