US toymakers Mattel Inc and Hasbro Inc have held talks about a possible merger, Bloomberg is reporting, citing people familiar with the matter.
Mattel's shares rose as much as 8.2 per cent to a 16-month high of $US34.36 ($A47.86), while Hasbro was up 3.3 per cent in afternoon trading on Thursday.
The companies had a combined market capitalisation of more than $US20 billion as of Wednesday's closing.
Hasbro approached Mattel about a potential transaction late last year, and the companies have held talks about a deal since then, Bloomberg said.
The details on how a deal might be structured could not be immediately learned.
News that makes sense
Your trusted source for staying up-to-date with the world around you. Get free daily news updates and analysis, straight to your inbox.
Hasbro spokeswoman Julie Duff said the company does not comment on rumours or market speculation. Mattel was not immediately available for comment.
This is not the first time the companies have held merger talks. In 1996, Mattel offered to buy Hasbro for about $US5.2 billion, but withdrew the offer, citing an intolerable climate at the time.
In recent years, the companies have vied for lucrative contracts.
Hasbro won a licence to make Walt Disney Co's Disney Princess dolls, including those based on the hit movie Frozen.
It also has the rights to make action figures based on the popular Star Wars franchise.
Mattel reported a surprise rise in holiday quarter sales, its first increase in over two years, boosted in part by recovering sales of its 56-year old Barbie brand.
Hasbro will report its holiday-quarter results on Monday.
