"We fundamentally believe our strategy is sound and we remain confident in our ability to drive profitable long-term growth through brand innovation. We believe a reduction in ongoing costs in a challenging environment will deliver the greatest long-term return to our shareholders," said Hasbro's chief financial officer, Den Thomas. Analysts from Wells Fargo Equity Research believe Hasbro's exposure to highly structurally challenged categories Games/Puzzles (27 percent of sales), tough comparison, and incremental comparison in Actions Figures, and being behind in the curve in addressing company-specific structural cost are collectively resulting in the company's performance, trailing primary competitors such as Mattel, Inc. (NASDAQ:MAT) and Lego. In addition, the analysts believe that Hasbro's Action Figure comps will ease this year, but new competitors will pressure the sales of its Boys by ~43 percent and Games/Puzzles businesses.