Mattel, Hasbro fall as Amazon teases private-label toy launch

Mattel and Hasbro fell in trading Monday amid evidence that e-commerce giant Amazon is angling for a larger share of the toy market during the holiday season.

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Amazon posted product pages for several toys for toddlers and young children on Monday through its “AmazonBasics” line, TJI Research reported. Postings include a “climb and crawl play set” and a “toy storage organizer.” Shipping for the products was not immediately available.

Amazon did not immediately return a request for comment.

Mattel shares dropped more than 3 percent on the news. Hasbro shares fell more than 1 percent.

The two toymakers have struggled in recent months after the collapse of Toys R Us, which liquidated hundreds of stores earlier this year after failing to find a buyer during bankruptcy proceedings. Toys R Us had been a key retail partner for both companies.

Amazon is one of several companies vying to capitalize on Toys R Us’ absence. The Seattle-based company sent out its first holiday catalog to millions of customers in November.