封面故事：热轮！竞赛吧！ 显著提升了 Mattel 汽车销量
Cover Story: Hot Wheels Let’s Race has revved car sales at Mattel. Courtesy Netflix
rev 口语，发动机快速旋转。过去分词 revved。
The taxi driver revved up his engine. 出租车司机把发动机发动了起来。
原标题：彭博推送 | 玩具制造商的圣诞愿望
ShoelessCai 评注：
又到圣诞节，就像得到 CEO 说得那样，小孩子信不信圣诞老人呢？就信着吧，就信有的吧！
此前读到老舍的小说，很现实 —— 我们很疑惑，到底相不相信诗和远方。那么，ShoelessCai 就说一句，我也不知道该不该信诗和远方，我只知道，不着手小事，可能有再多远方，也没有路。脚踏实地地，小处着手，非常重要。记在重新复习自己的“本事”。
译文
玩具制造商的圣诞愿望
过去两年已经试图成为全世界最大的玩具公司。行业领袖公司 Hasbro Inc.以及 Mattel （美泰公司）对于销售速度忽然降低非常满意，特别是关于 G.I. Joe 的动作形象（玩具），例如，Fisher-Price’s Clack，以及嘎嘎鹅等。家长们迫切聚集起玩具，在疫情期间，以保证他们小孩在家有事可干，炫耀收入的同时，还显示玩具公司的市值。然后，需求开始疲弱，随着家庭重新浮现、重新定位他们的支出计划，鉴于此前经验，例如海外旅游以及 Taylor Swift 演唱会。
waned 衰弱，变小
零售商然后始终拥抱着未售出的存货，以及一块好莱坞电影广告牌，似乎“更不像玩具”，相较于惯常的未能展示相关知识产权的急速上升。这占据玩具商更长的时间，比起期待这样的形式：周四的时候，Hasbro 降低其全年收入预测，包括了玩具部门，认为其品类比预期降得更低。Mattel 周三的时候，降低其全年收入预测，随着强劲的“热轮”系列（Hot Wheel miniature cars）收入，但是却未能足以弥补损失，即更少的关于芭比娃娃需求所产生的损失，在今年前 9 个月。
a slate of 一块石板
Hot Wheel miniature cars “热轮”模型车系列
然而，Mattel 听闻到积极乐观的观点，关于即将到来的假期，直指期待已久的转向的信号，在该行业最关键的时期。该公司的期望收入，当前季度是加速的，得益于玩具和娃娃，基于潜在的“爆品”，包括迪士尼的 Moana 2 系列，以及 Comcast 的环球影业（Universal Pictures）。“热轮”系列车模型，已然被 Netflix 的“热轮！竞赛吧！”系列活动所带动（销量），运行在 Netflix 流媒体平台，同时，新美国女孩以及 Fisher-price 产品，也是抱有很大期待（expected to be big）。
upbeat 积极乐观的
Universal Pictures 环球影业
expected to be big 抱有很大期待
在一场面试中，Mattel CEO Ynon Kreiz 说，他期待回归增长，这将超过更多行业。“我们期待一场良好的假期，对于 Mattel 来说的。意味着，更多零售支持，更多展示空间，更多销售（代言）代表，在未来的假期中，提升市场份额，提升宣传，相较于前几年而言。”Kreiz 说到。“我们的研究显示，更多消费者计划在 Q4 购买玩具，以及主要的玩具店，正在找常年热销产品（Evergreen），著名的品牌，这些品牌对于 Mattel 来说预示良好。”收入增长在 2%，依据彭博分析师算出的平均而言。
bodes 预示着
未来蓝图是更加复杂的，针对其对手 Hasbro，该对手也面临更困难的假期，还没有和大预算电影相关的合作计划（the same tie to big-budget movies）。其 CEO Chris Cocks 在一场与投资人沟通的电话会议上说到，公司玩具销量下降的速度放缓了，在 Q3 尤为显著，与前两个季度相比。这个趋势，他认为，会持续到目前的季度。然而，Hasbro 销量仍然预期降低 17% 在其谈论到的期间，依据彭博分析师算出的平均数据，明年才会真正增长。10 月上旬，Hasbro 陷入与迪士尼的胶着交易中，即 Marvel 版权将应用到 Hasbro 玩具：聚焦于游戏，计划于 2025 年开启，4 月的时候，Hasbro 签署一项协议，与 Playmate Toys，以生产和分销其首个 Power Ranger 系列，也是明年开始。
近些年，玩具需求越来越少，Mattel 和 Hasbro 已然找到进入另一项收入领域的方式，随着 Mattel 合作生产“爆品”，即去年的芭比娃娃电影系列，以及 Hasbro 专注于提升其电子游戏部门，该部门包括流行垄断的围棋游戏。
假期（成本）通常占据 25% - 30% 的全年销售。以及，在一个温热的行业，Mattel 和 Hasbro 将会与更多激进的对手竞争，为了其所占股份。
tepid 温热
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摇摆，影响击球手的人
太阳刚刚升过 Bend Elks 棒球场上空，因此 Taylor 站在自己队伍踏板上，准备好了，工作。他的方式是设置好摄像，灯光，以及投球机器，这些工作使得他非常出名，在数百万球手中。以及，他和他弟弟，依据前几年的梦想，将视频放到 YouTube 之后，新创风格，即在 YouTube 上打棒球。
swing 摇摆
batter 连续猛打；击球手。
Taylor 是一个魅力四射的人，也是联合创始人，还是棒球俱乐部 Bat Bros 的明星，他已然成为单支力量，在千亿美元市场，针对棒球设备而言。部分是 MrBeast，部分是 Consumer Reports，这些渠道不断蹦出稳定的、精心编辑的、高能量的视频，在视频中，Taylor 重新审视着最近的球拍，或者试图与他们一起玩滑稽的特技。他的方程式吸引了大批玩家，从小联盟到学院派，这些组织对待 Taylor 的意见就像“圣旨”一样，以及购买他们认为最好的球拍。
slickly edited 精心编辑的
zany stunts with them 与他们一起玩滑稽的特技
hooked legions of players 吸引了大批玩家。 legion 军团
Little Leaguers 小联盟
Holy Scripture 圣旨
或者，他们父母也是如此，因为即便是青少年使用的球拍，也要 500 美元。这是我首次发现 Taylor，总是试图却未能购买他自己代言的球拍。这无法做到，我们那一位体育用品商店经理解释道：“因为（他是）一个在 YouTube 上推销它（球拍）的人”，以及“一夜之间，就清理掉其所有库存”这并不罕见，“这些商品及商誉，将会变成流行之一”Andrew Dowis 说到，这人是 JustBats.com 以及其他体育零售商店的主管人。“他拥有最大的影响，关于球拍市场，包括任何棒球的、专业人士的。”
这是为什么我现在在 Bend，Oregeon，在这个凉爽的夏日晚上。作为一个棒球父系级别（dad-slash-business）的记者，我想理解 Taylor 作为一个前三线学校的接球手，还在 10 年前淡出体育行业，因其没时间打比赛，是如何成为世界上最大棒球球拍制造商之一的公司的代言人的。
小屋！小屋！谈判吧！
如果你追踪大学生足球，你可能听过 Matthew Sluka。他是拉斯维加斯内华达大学的四分卫，他还决定缺席本赛季的提示者角色，就在这学期，因为一项薪酬争议。Sluka 打球打 4 个赛季，在圣十字学院时候。那时候他赢的多，远多过于输掉的比赛，创下四分卫单场比赛记录。去年 12 月，他的教练换工作了，Sluka 将其名字置于 NCAA 官方注册名册，试图换学校，即众所周知的 转移门户。
the Holy Cross 圣十字
sit out the remainder of 决定缺席比赛
pay dispute 薪酬争议
transfer portal 转移门户
quarterback 四分卫
NCAA 2018 年建立门户制度，以助力行政人员减轻工作。一对有动量的规则改变，自从跟将这个组织转移进入几千亿美元的体育 人才交流中心。2021 年，在国家法律制定者和联邦法院的压力下，NCAA 释放运动员了，却没用罚金就改变了学校行为，用的就是让其坐冷板凳。首次，该组织允许其用其自己名声、形象、类似的市场赚钱。
clearinghouse for athletic talent 体育人才交流中心
Sluka 拥有一年的资格，当其进入该门户时候。今年 1 月，他的代理人告诉相关媒体，一位在 UNLV 的助理教练，承诺他薪资在 10 万每年，如果他能注册在该学校。没有实际的协议，依据 NCAA 规则，他必须等，知道 Sluka 加入反抗联盟。因为学校仍然是被禁止的，禁止直接支付运动员薪酬，这笔钱应该是来自于该组织，称为 UNILV，几百家所谓的 collectives 浮现了，在过去三年中，他们筹集资金，并且支付运动员通过 NIL 方式。
eligibility 资格
整个夏天，Sluka 转校到 UNLV。他开始本赛季前三场比赛，都赢了。然而，钱并未随之而来。当 Sluka 代理人跟进此事，他告诉美联社（AP，American Press）,UNILV 友谊联盟持续提供少于他们一开始承诺的薪酬。当 Sluka 试图与其教练谈论此事时候，他的父亲告诉美联社，他们拒绝讨论。今年 9 月，Sluka 从团队撤回。因为他从不在 UNLV 打 4 个赛季，他仍然能够在下一个赛季，为另一家大学打比赛。
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Original
Toymakers' Chiristmas Wishes
The past two years have been trying for the world’s largest toy companies. Industry leaders Hasbro Inc. and Mattel Inc. have contended with a sharp slowdown in sales of G.I. Joe action figures, Fisher-Price’s Clack & Quack Goose and the like. Parents desperately loaded up on toys during the Covid-19 pandemic to keep their children occupied at home, buoying the earnings and market values of the toy sellers. Then demand waned as families reemerged and redirected their spending toward experiences such as overseas travel and Taylor Swift concerts.
Retailers were then stuck with unsold inventory, and a slate of Hollywood films that was less “toyetic” than usual failed to provide a boost to the relevant intellectual property. It’s taken the toymakers longer than anticipated to return to form: On Thursday, Hasbro lowered its full-year revenue forecast for the division that includes toys, saying the category had declined more than expected. Mattel on Wednesday cut its full-year revenue forecast, with strong sales of Hot Wheels miniature cars not enough to offset lower demand for Barbie dolls during the first nine months of the year.
Still, Mattel sounded upbeat about the coming holiday season, pointing to signs of a long-awaited turnaround during the industry’s most crucial period. It expects sales in the current quarter to accelerate thanks to toys and dolls based on potential blockbusters, including Moana 2 from Walt Disney Co. and Wicked from Comcast Corp.’s Universal Pictures. Hot Wheels cars, which have been boosted by the series Hot Wheels Let’s Race on Netflix Inc.’s streaming platform, along with new American Girl and Fisher-Price products, are also expected to be big.
In an interview, Mattel Chief Executive Officer Ynon Kreiz said he’s anticipating a return to growth that will outpace the wider industry. “We expect a good holiday season for Mattel with more retail support, additional shelf space, greater representation across major holiday catalogs and increased marketing and promotions as compared to the prior year,” Kreiz said. “Our research shows that more consumers plan to shop for toys in the fourth quarter, and that the majority of toy shoppers are looking for evergreen, well-known brands, which bodes well for Mattel.” Revenue should increase 2%, according to the average of analyst estimates Bloomberg compiled.
The picture is more complicated at rival Hasbro, which faces a tougher holiday season without the same ties to big-budget movies. CEO Chris Cocks said on a conference call with investors that the pace of decline in the company’s toy sales had moderated significantly in the third quarter compared with the first half of the year, a trend he believes will continue in the current quarter. But Hasbro’s sales are still expected to fall 17% in the period, according to the average of analyst estimates Bloomberg compiled, before returning to growth next year. Earlier in October, Hasbro stuck a deal with Disney’s Marvel to bring its superheroes into Hasbro’s Magic: The Gathering game beginning in 2025, and in April, Hasbro signed an agreement with Playmates Toys to produce and distribute its first Power Rangers collection, also beginning next year.
With demand for toys softer in recent years, Mattel and Hasbro have sought to tap into other revenue streams, with Mattel co-producing the blockbuster Barbie movie last year and Hasbro focusing on growing its digital gaming division, which includes the popular Monopoly Go game.
The holiday season usually accounts for between 25% and 30% of these companies’ annual sales. And, in a tepid industry, Mattel and Hasbro will compete ever more aggressively for their share of stockings.
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Swing, Batter Batter Influencer
The sun is just setting over the Bend Elks’ baseball stadium, so Will Taylor is standing at home plate getting ready for work. For him this means setting up a camera, lights and a pitching machine to do a job that’s made him famous to millions of young players—and that didn’t exist until he and his brother dreamed it up a few years ago: smashing baseballs on YouTube.
Taylor is the charismatic co-founder and star of the Baseball Bat Bros, who’ve become a singular force in the billion-dollar market for baseball equipment. Part MrBeast, part Consumer Reports, the channel pumps out a steady stream of slickly edited, high-energy videos in which Taylor reviews the latest bats or attempts zany stunts with them. His formula has hooked legions of players, from Little Leaguers to the college ranks, who treat Taylor’s opinions like Holy Scripture and buy the bats he thinks are best.
Or they have a parent do so, because even youth bats can run as high as $500. That’s how I first discovered Taylor: trying—and failing—to buy a bat he’d endorsed. It wasn’t available because, as the manager at my local Dick’s Sporting Goods explained, “a guy on YouTube recommended it” and cleared out his inventory practically overnight. That’s not unusual. “The stuff Will likes is what’s going to be most popular,” says Andrew Dowis, who runs JustBats.com and other sports retail sites. “He has the biggest influence on the bat market of anybody in baseball, professionals included.”
That’s why I’m in Bend, Oregon, on this cool summer evening. As a baseball dad-slash-business reporter, I want to understand how Taylor, a former third-string college catcher who quit the sport a decade ago because he couldn’t get playing time, has improbably emerged as perhaps the biggest baseball bat influencer on the planet.
Hut! Hut! Negotiate!
If you follow college football, you’ve probably heard about Matthew Sluka. He’s the quarterback at the University of Nevada at Las Vegas who decided to sit out the remainder of this season because of a pay dispute. Sluka played four seasons at the College of the Holy Cross, where he won more than he lost and set a record for rushing yards in a single game for a quarterback. Last December, after his head coach left for another job, Sluka put his name on the NCAA’s official register of athletes looking to switch schools, known as the transfer portal.
The NCAA established the portal in 2018 to help ease the work of administrators. A pair of momentous rule changes have since transformed it into a multibillion-dollar clearinghouse for athletic talent. In 2021, under pressure from state lawmakers and federal courts, the NCAA freed players to change schools without the penalty of having to sit out a season. And for the first time it allowed them to earn money through name, image and likeness (NIL) marketing deals.
Sluka had one year of eligibility left when he entered the portal. In January, his agent told the Associated Press, an assistant coach at UNLV promised him a pay package of $100,000 if he enrolled there. There was no written agreement; according to NCAA rules, that would have to wait until Sluka joined the Rebels. Because schools are still prohibited from paying players directly, the money was supposed to come from a group called Friends of UNILV (get it?), one of hundreds of so-called collectives that have emerged in the past three years to raise funds and pay players via NIL contracts.
Over the summer, Sluka transferred to UNLV. He started the first three games of this season, all wins. But the money was not forthcoming. When Sluka’s agent followed up, he told the AP, Friends of UNILV offered substantially less than they’d originally promised. When Sluka tried to talk with his coaches about it, his father told the AP, they refused to discuss it. In September, Sluka withdrew from the team. Because he didn’t play four games with UNLV, he can still be on the field for another school next season.
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