The force is strong in this one is the verdict of Piper Jaffray analyst Stephanie Wissink on the merits of toy-maker Hasbro (NASDAQ:HAS).
Shares were up 2.8% at US$74.57 in lunchtime trading as Wissink said recent price weakness had provided a buying opportunity ahead of the launch by the company of a new Star Wars toy on Friday.
The broker has upgraded Hasbro to 'overweight' from 'neutral' and fixed a 12-month price target of US$85, which is more or less the same as the stock's 52-week high set on 20 July.
The Star Wars franchise is now under the control of the Walt Disney corporation, and the reboot of the series - "Star Wars: Episode VII - The Force Awakens" is scheduled for the end of year holiday period.
Before then, there will be the usual hullabaloo, such as trailers and, of course, the release of action figure toys.
Wissink thinks the release of a new toy from the film could create a buzz that will last for several weeks.