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UBS Raises Hasbro Price Target to $137

The investment firm cites strong demand for Magic: The Gathering as a primary driver for the improved outlook.

Updated on Oct. 28, 2026 in Stock Picks

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UBS upgraded Hasbro to a $137 price target, bolstered by sustained demand for its Magic: The Gathering product line. AI Illustration. Upload story photo >

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UBS has lifted its price target for Hasbro stock to $137 from $120, citing sustained consumer interest in its core product lines. The firm also increased its earnings per share estimates for both 2026 and 2027.

Why it matters

The upgrade reflects confidence in Hasbro's ability to maintain high margins within its gaming business despite broader economic headwinds. Stable cost management strategies are helping the company navigate potential volatility in raw material prices.

UBS raised the 2026 earnings per share estimate to $7.20 from $6.16 and the 2027 forecast to $7.23 from $6.83. The firm utilized a valuation multiple of 17 times projected 2028 earnings to arrive at the new $137 price target.

The players

UBS

UBS is a global financial services firm that provides investment research and banking services to institutional and private clients.

Hasbro

Hasbro is a multinational toy and game company known for brands such as Magic: The Gathering, Monopoly, and Transformers.

The details

Hasbro's Magic: The Gathering division continues to perform well, maintaining operating margins between 49% and 50%. While $40 million in revenue was shifted into later periods, strong back-catalogue sales for the brand have already outpaced 2025 full-year totals.

Timeline

  1. Back-catalogue sales for Magic: The Gathering have already surpassed the 2025 full-year total.

  2. Financial performance in Q3 2026 demonstrated strength according to UBS projections.

  3. Earnings estimates for 2026 exclude potential benefits from tariff refunds.

  4. Forecasts for 2027 anticipate mid-single-digit growth after adjusting for specific tax impacts.

  5. The valuation multiple applied to Hasbro is based on projected 2028 earnings.

Market Dynamics

This analyst adjustment follows the 12.5% annualized China tariff and seeks to calibrate expectations within the context of global trade pressures. The revision positions Hasbro relative to ongoing supply chain complexities that have historically challenged toy and game manufacturers.

Retail investors may view these revised estimates as a sign of institutional confidence in Hasbro's long-term growth strategy. Those holding the stock should note that the target price assumes mid-single-digit growth trajectories for the coming years.

The takeaway

Hasbro is currently leveraging the high margins of its gaming business to offset broader economic pressures. Investors should monitor how the company manages cost pressures and future tariff developments as it targets continued annual growth through 2028.

Further reading

For additional insights on market analysts, explore the latest updates in Stock Picks.

Source note: This article includes information reported by Proactiveinvestors NA.

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