Merger Has G.I. Joe in a Fighting Mood

G.I. Joe’s field commander isn’t worried about Barbie’s assault.

Alan Hassenfeld, chairman of Hasbro Inc.--the Pawtucket, R.I.-based toy company that manufacturers the popular toy soldier--says the planned merger of rivals Mattel Inc. and Fisher-Price just gets his juices flowing.

“I’m not afraid of this one,” Hassenfeld said. “I’m looking forward to it. We had enough competition before, but this absolutely piques my competitive nature.”

Hasbro is the world’s No. 1 toy company. But its status is threatened by last week’s announced merger of No. 2 Mattel, based in El Segundo, and No. 4 Fisher-Price. Revenues of Hasbro and the new Mattel will be almost identical.

Analysts said the deal creates a rival to Hasbro in just one market niche: toys for infants and toddlers. In that category, Hasbro’s Playskool unit will face a considerable challenge. But Hasbro should still dominate the board-game segment with such favorites as Monopoly, Scrabble and Trivial Pursuit.