Hasbro could be fun this year

According to analyst Felicia Hendrix, who works at Lehman Brothers (NYSE: LEH), Hasbro Inc. (NYSE: HAS), a toy company that competes with Mattel Inc. (NYSE: MAT), might do better than she previously expected. She originally was counting on a 2.5% drop in top-line sales for all of 2008, but she now believes that the business may beat such a dire call. Further, she thinks Hasbro can do $1.93 per share in 2008; previously, she was only willing to credit the company with $1.88 per share for the year. I like it; and in case you were wondering what 2009 might bring, she's thinking $2.10 per share is completely conceivable.

Ah, Hasbro, Hasbro -- I've been watching you, and I've thought about you, but I never pulled the trigger. I should have; I remember counseling myself when the stock was trading near its 52-week low that I maybe should take a chance on it. I was thinking about how the company had some cool catalysts coming up -- Marvel Entertainment's (NYSE: MVL) films Iron Man and The Incredible Hulk might be big blockbusters this summer, so Hasbro could end up selling a lot of product based on the properties. And then there's the upcoming Star Wars: The Clone Wars project -- come on, the figures and sets based on this one should do very well since Hasbro is an ace marketer of Star Wars merch. I should have been on the ball, I guess.

If Hasbro does around $2 in earnings in 2009, that gives the toy vendor a forward P/E of about 15 right now. That's attractive, especially considering Hasbro's current dividend yield. Hasbro looked more exciting to me about ten points ago, but I think it is nevertheless an interesting investment idea at the moment. I'll want to watch for any significant pullbacks in the share price that might make Hasbro even more interesting.

Disclosure: I own shares of Marvel; positions can change at any time.