Viewport 05 · Brand Power Score

Brand Power Score — Toy Group

Five-dimension composite for the toy group alone. Consumer-vertical weighting. Mission and Differentiation drag the score; each Action Set move is mapped to the dimensions it is designed to lift.

Composite / 100Consumer vertical · Hasbro toy group

RankingBelow Lego & Melissa & Doug · near Mattel

Awareness

Weight · 20%

Trust

Weight · 25%

Mission

Weight · 20%
Drag

Differentiation

Weight · 20%
Drag

Loyalty

Weight · 15%

Diagnostic read

The two dimensions most dragging the composite — Mission (38) and Differentiation (42) — are exactly the two the Reframe targets. Every Action Set move names which dimensions it is designed to move.

Within-vertical comparison (directional)

Consumer-vertical stack rank, directional positioning from public signal. Rescale from earlier score versions: v2 multiplied by 20. INFERENCE — weights and scores are analyst-assigned.

Lego

Melissa & Doug

Bandai

Mattel

Hasbro · Toy

Spin Master

Jazzwares

Funko

How each move lifts the score

Real Kids in Real Life → Mission + Differentiation + Loyalty. The category-ownership wedge that directly addresses the two drag dimensions.

Easy-Bake Relaunch → Awareness + Mission + Differentiation. Re-activates a heritage asset against the meaning-led frame.

India × Cricket × Education → Awareness (new market) + Trust + Mission + Loyalty. Builds the composite from a fresh geography.

Composite trajectory

Executed together across 18 months, the three moves are designed to lift the Hasbro toy-group composite to the mid-to-upper 60s — inside the Lego / Melissa-and-Doug band. The score is a diagnostic, not a target; the lift is the consequence of the work, not the purpose of it.