Girl power pushes Hasbro shares up 88 percent

Hasbro rides unicorn pony to profitability

The Nerf Rebelle arsenal for girls features dart guns, bows, blasters, laser sights, secret codes and a few new tricks.

Little girl power was proving profitable Monday when Hasbro's shares went up 88 percent during afternoon trading.

Hasbro attributed the earnings increase for the period that ended March 30th to the popular feminist girls' toys My Little Pony and Nerf Rebelle.

The My Little Pony magic: Last year the  5 cents per share earnings were $6.7 million. This year earnings were $32.1 million at 24 cents per share.

Hasbro's sales of girls products rose 21 percent, while the boys rose about 2 percent.


My Little Pony appeals to studious little girls and Nerf Rebelle appeals to tough girls who believe in female super heroes and want to pretend to be a warrior or a spy.

Bonnie Zacherle -- an illustrator member of Women in Toys -- invented My Little Pony in the 1980s.  Animator Lauren Faust continued to nurture the franchise with the studious unicorn named Twilight Sparkle in the land of Equestria with characters who offer a moral outlook.

A single Twilight Sparkle toy ranges from $38 to $65. While the Little Pony's Castle Friends set can go for about $100.

Nerf Rebelle toys include competitive games, iPhone apps and a free social media community. A Heart-breaker bow set runs for about $19 and a Guardian Crossbows for about $50.

And from the looks of it, the demand will continue. Reviews of the toys new line for aspiring Nerf Rebelle's Secrets & Spies new line are mostly positive.

Nerf Rebelle's upcoming line

Copyright 2014 by The Associated Press contributed to this report. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.