4Kids Entertainment Inc. (NYSE: KDE), a licensing operation meant to target kids with various toys and potential fads, suffered through a terrible second quarter. The top line increased 37% to $16.5 million. Sounds pretty good so far, right? Yeah, then we get to the bottom line. The net loss was $0.42 per share. This compares to a net loss of $0.17 per share in the previous year's Q2. And what did Wall Street think the company was going to lose? About $0.23 per share, according to Earnings.com. I'd call that a rather bad shortfall.

The press release promoted the fact that the Chaotic trading-card asset is performing up to expectations. 4Kids is very hopeful that it can create momentum behind the cards and eventually turn them into another Pokemon or Yu-Gi-Oh! franchise. Maybe management can, maybe it can't. That's the problem with 4Kids. It's difficult to retain a desire to allocate investment funds into this stock since you can never really tell what product line is eventually going to win out for the company. It's a constant exercise in speculation. For instance, Teenage Mutant Ninja Turtles was weak this quarter compared to the year-ago period. Who knows if the property will be hot again two quarters from now. Going with a Hasbro, Inc. (NYSE: HAS), a Mattel, Inc. (NYSE: MAT), or a JAKKS Pacific (NASDAQ: JAKK) would probably make for safer sledding.

4Kids' stock is up slightly as I write, and it isn't far from its 52-week low. It isn't cheap, and it isn't a buy. This is the kind of stock you would definitely need to see some momentum strength in before buying. Otherwise, you'd be risking too much. Granted, the stock has been strong the last month or so, but considering today's earnings report, I'd need to see it get well over $10 per share before I'd take another look.

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