Magic: The Gathering continues to be one of Hasbro’s strongest businesses, with the collectible card game helping deliver a 15 per cent year-on-year revenue increase. New releases including The Hobbit and Reality Fracture have kept demand high, following the record-setting performance of last year’s Final Fantasy crossover.
The scale of that contribution is particularly striking. Wizards of the Coast reported $367 million in operating income for the quarter, with Magic responsible for most of it. The game represented more than 66 per cent of Hasbro’s total operating income for the period, rising to approximately 90 per cent across the first nine months.
That performance outweighs contributions from major Hasbro brands such as Transformers, Hot Wheels, Play-Doh and Peppa Pig. The company’s wider results are increasingly tied to players buying booster boxes, building decks and chasing cards featuring characters such as The Queen of Dale and Ajani Resolute.
The wider release schedule has also benefited from major entertainment licences. Marvel’s Avengers has helped support the year’s earnings, while the Star Trek Universes Beyond set is scheduled for November. Some long-time players remain concerned that frequent releases and reprints could weaken the game’s legacy, but the 2026 expansions have generally been well received.
Magic and the changing trading-card market
The continued growth is notable because a slowdown in Magic activity had seemed plausible during 2026. Instead, the game is moving in a different direction from the speculative boom surrounding the Pokémon Trading Card Game.
Magic remains primarily focused on playing, including draft events and Commander sessions. By contrast, much of the energy around Pokémon centres on rare chase cards and valuable collections, creating an environment heavily affected by scalpers and speculation.
That does not mean Magic is free from criticism. Its players often argue that constant set releases and widespread reprints reduce the value of individual cards. For people who mainly want to attend draft nights or play Commander with friends, however, those market concerns are less important than the game itself.
A powerful engine for Hasbro
From an industry perspective, Magic: The Gathering has become an unusually powerful revenue engine for a company with such a broad toy and entertainment portfolio. The reported figures explain why Hasbro’s leadership and shareholders are unlikely to favour a slower release calendar, even as some players would prefer one or two fewer expansions each year.
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