Hasbro, Inc. (HAS), a toy manufacturer that competes with Mattel, Inc. (MAT) and JAKKS Pacific, Inc. (JAKK), is near a 52-week high right now. And it's probably on a lot of minds at the moment; after all, we just got through the Santa season. Since 2010 is just about to begin, many shareholders who were new to the stock this year are probably wondering whether they should keep the company or book profits.

It all depends. If you bought with the intention of holding on for the long term and are willing to put up with potential downside risk, with an eye toward adding on the dips, I'd say you can safely hold the shares with confidence. Hasbro has a great collection of brands, and a portfolio probably will benefit over time from exposure to the company.

First, here's the data. Sales decreased 8%. They were affected, in part, by currency translation. Earnings per share came in at 63 cents. This was two pennies below last year's income figure. According to Bloomberg, that profit performance misses expectations by a penny, but I've read other sources which report that Mattel met expectations. I think I'll call this one in line with projections.

Here are some highlights from last week's earnings coverage from BloggingStocks:

• Alcatel-Lucent (NYSE: ALU) reported a surprise profit but is expected to return to losses next quarter.
• Coach Inc. (NYSE: COH) profit and revenue were in line with expectations, sending shares lower.
• Corning Inc. (NYSE: GLW) posted better-than-expected earnings but other concerns drove down shares.
• eHealth Inc. (NASDAQ: EHTH) reported solid Q2 numbers but Wall Street was not impressed.
• Goodyear Tire & Rubber Co. (NYSE: GT) posted a smaller-than-expected Q2 loss, sending shares higher.
• JAKKS Pacific Inc. (NASDAQ: JAKK) reported swinging to a Q2 net loss and revenues were flat.

THQ (NASDAQ: THQI), a video-game software publisher that competes with Electronic Arts (NASDAQ: ERTS), Take-Two Interactive (NASDAQ: TTWO), and my personal favorite, Activision Blizzard (NASDAQ: ATVI), lost well over 6% of its market value during Tuesday's after-hours trading session. The culprit catalyst? First-quarter earnings.

I was a bit surprised by the sell-off at first. After all, sales increased over 77%, and earnings per share on an adjusted basis came in at 10 cents versus a loss of 38 cents one year ago. That sounds awesome on the surface, as does the fact that Reuters says the market was actually expecting a loss of 6 cents per share!

JAKKS Pacific (NASDAQ: JAKK) is in rough shape. Sure, the toy industry can be tough. Just ask Hasbro (NYSE: HAS) and Mattel (NYSE: MAT). Even with great brands stocking a powerhouse portfolio, getting, and then keeping, the attention of kids is a difficult task. Well, JAKKS Pacific not only has that challenge to contend with, it has others as well.

Let's start with the awful earnings report management released to the market after the bell on Tuesday. For the second quarter, the company lost 3 cents per share on an adjusted basis. This compares to a profit of 17 cents per share in the year-ago period. Revenues were flat and unexciting.

Mattel, Inc. (NYSE: MAT) is all about fun and games, but it doesn't play around when it competes against Hasbro, Inc. (NYSE: HAS) and JAKKS Pacific (NASDAQ: JAKK). In fact, the stock is up over 7% today as of this writing on the toy manufacturer's earnings news. According to Reuters, Mattel made 6 cents per share during the second quarter, beating estimates by a whopping five pennies.

Pretty good news for Mattel, considering it's been having trouble lately with its Barbie line. Mattel has also had problems with its top-line sales. They dropped 19% in Q2. Fluctuations in the value of the dollar helped to hinder the sales picture, but make no mistake -- Mattel has to step things up a couple notches to keep the top line healthy. Toys are a difficult category to sell during a recession. And when toys do sell, even during the Christmas retail period, they might not command top dollar. Hot toys do, of course, but an entire portfolio cannot necessarily be saved by a single fad item.

Whoa! That is very unattractive indeed. I mean, last year at this time, JAKKS Pacific had earned $0.03 per share. I know we're out of the Christmas season and all, but come on, that's a huge difference. If you look at the earnings release, you'll see that it's readily apparent that consumers didn't take too kindly to the company's current product mix. The company said that closeout sales exerted a negative effect. Also, acquisition costs bruised the bottom line a bit.

Hasbro (NYSE: HAS), a toymaker that competes with Mattel (NYSE: MAT) and JAKKS Pacific (NASDAQ: JAKK), reported results for the first quarter on Monday. They weren't that spectacular. No big earnings beat here. Net sales were down 6%, even excluding the effect of currency translation. Net income dropped 44% to $0.14 per share. According to this source, that number unfortunately merely met Wall Street expectations.

Of course, I suppose things could have been worse. Hasbro could have missed expectations by a mile. In this kind of economy, we probably should be glad that a company whose products can easily be cut from any discretionary family budget at least was able to keep up with prevailing wisdom.

JAKKS Pacific (NASDAQ: JAKK), a toy maker which competes with Hasbro (NYSE: HAS) and Mattel (NYSE: MAT), did not have a merry Christmas. In that regard, it's no different than the competition. Times are tough, and since toys are not a necessity, it's no wonder that earnings for JAKKS Pacific missed Q4 estimates by a rather significant amount. Net sales dipped by over 5%, and net income dropped 47% to $0.55 per share according to the earnings release. The call was for $1.02 per share. Did I say estimates missed by a rather significant amount? I didn't realize that I was in the mood for understatement.

Mattel, Inc. (NYSE: MAT), big rival of Hasbro, Inc. (NYSE: HAS) and JAKKS Pacific (NASDAQ: JAKK), had one apocalyptically bad quarter. According to today's Stocks in the News, the toy maker earned $0.49 per share in the fourth quarter. Expectations were for $0.72 per share. Know that horrible Christmas retail season you've been hearing about? It's real.

Mattel, it seems, wasn't able to leverage any of its brand power to save itself from the recession. Well, I suppose that isn't entirely true, since American Girl sales went up 5% in Q4 according to the corporate press release. But Mattel's famous, historical brands, Hot Wheels and Barbie, did no heavy lifting whatsoever, and you would have expected them to help out at least a little. Worldwide gross sales for Fisher Price decreased 10%. For Barbie, the plunge was 21%. And for the Wheels category (which includes Hot Wheels, Matchbox, and remote-control items), sales dropped 19%.

Mattel Inc. (NYSE: MAT), which competes with toy makers Hasbro Inc. (NYSE: HAS) and JAKKS Pacific Inc. (NASDAQ: JAKK), will be reporting earnings for the fourth quarter on Monday, February 2. This is going to be an exciting one for the market. Why? Well, it was an awful Christmas for retail. If Mattel, a company that thrives on the season, can beat expectations, then investors can maybe feel a little bit better about the market. Amazon.com (NASDAQ: AMZN) surprised Wall Street and went beyond expectations during the holiday season, so perhaps there is hope for Mattel.

But I can't say I'd be willing to bet on it. Mattel should earn somewhere around $0.72 per share on the bottom line. That wouldn't be a great number, but it wouldn't be a disaster, either, because in the previous year Mattel delivered $0.76 per share.

Hasbro (NYSE: HAS) management recently spoke to analysts at its Investor Day conference. Here's the transcript. We all know the deal about these conferences: companies want to put their best foot forward and convince Wall Street that, if things are going good they are about to get even better, or, if things are going bad they won't be as bad as people thought and they will be improving either soon or on a long-term basis. You can bet that it was the latter tone taken by Team Hasbro at the event. In fact, CEO Brian Goldner said something which I thought was quite amazing: did you know that there actually will be a Christmas this year?

Frankly, I had my doubts. Of course, even though there will be a Christmas, and even though Santa will be delivering a lot of toys to kids this holiday season, it's not going to be a pleasant one for toy manufacturers. We're in a bad recession, folks, which is about to wreak psychological havoc on even the strongest consumer mind. Hasbro wants investors to know that parents will buy the stuff on their children's lists. Hasbro is further betting that the company's products will be on a lot of those lists.

The brand equity inherent in its portfolio was mentioned as a particular strength, one that will help keep margins strong and defend the company against competition not only from the likes of Mattel (NYSE: MAT) and JAKKS Pacific (NASDAQ: JAKK) but also from companies that put out more generic playthings. Management also mentioned that Hasbro is in a position of financial strength because of its cash flow, and that it remains confident that revenue expansion can go beyond increases in costs and expenses.

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