Mattel (NYSE: MAT), a toy company that competes with Hasbro (NYSE: HAS) and JAKKS Pacific (NASDAQ: JAKK), got some good news earlier this week. Its stock was upgraded by analyst Gerrick Johnson of BMO Capital Markets, according to the AP, although it wasn't necessarily an overwhelming vote of confidence. The analyst is switching the rating from "underperform" to "market perform," and if you check out the AP piece, you'll see that he basically is saying that while he doesn't see a big reason to sell the stock, he doesn't see a big reason to buy it either. This was a call based on simple valuation.

I was glad when I read this clarification because, when I first spied this headline, I was a bit flummoxed. I honestly didn't expect Mattel to receive some huge upgrade at this point, even though I agree that the stock is certainly cheap. My main reason for this hinges on the best-of-breed character of Mattel's colleague Hasbro. I just wrote about this company and the strength of its stock at the beginning of the week, and if I were to buy any toy business right now, it probably would be the maker of Monopoly and Mr. Potato Head. Hasbro's got the brand strength as well as the stock strength, it seems, and even though Mattel packs a dividend-yield punch at over 4%, this market might be too tough to go with companies that are nowhere near a bullish trend.

Long-term, the maker of Barbie will rebound. Short-term, it may languish. So you'll have to consider your timeframe when taking a look at Mattel and Hasbro. Mattel does have a nice yield, but Hasbro and its product portfolio could be better positioned come the holiday season. It's going to be an interesting battle between these two rivals once the weather turns cold...

Disclosure: I don't own any company mentioned here; positions can change at any time.

Mattel receives an upgrade, but I'm not ready to buy originally appeared on BloggingStocks on Fri, 11 Jul 2008 13:25:00 EST. Please see our terms for use of feeds.