So this was elsewhere but it's a pretty good read and a topic I find quite curious... It says a lot about Star Wars that I've been saying now for years but which I've been told I was "wrong" by more than a handful of people...
I tend to agree with the analyst's response to the story when saying that Star Wars is not something Hasbro should be putting their hopes into... However I don't believe they honestly are either.
Something I bring to the table, and something I bet most people have never read but it's a fun thing to check out, is a read on the Company's History via Hasbro.com... It's funny when reading that PR article that they have on their main page because you get a better look overall at this company's trends, and where they've put a lot of weight over the years.
It's sad, but Star Wars is a mere blip on Hasbro's radar, and their Company History page shows it... To them it's just a brand they kept from the hands of someone else I feel. I think they are making a push with the last movie, but I don't believe Hasbro is really putting a lot of hope that Star Wars will rebound the Boy's Toys division as a whole. I think the reporter's giving more credit to the license and Hasbro PR work than they deserve, and the Analyst gives a better breakdown of Hasbro's view... the license is a gamble, it always has been, and there's plenty backing that up.
I think Star Wars is in for dark days after E3 unfortunately. I think it'll be more a liability to the Boy's Toys division rather than a blessing, short of some incredible popularity out of E3 and into new popular media.