Secrets of Strixhaven Becomes #1 Most Successful In-Universe MTG Set

Last updated on May 21, 2026

Dig Site Inventory | Illustration by Alexandre Honoré

According to Hasbro’s latest earnings call, Secrets of Strixhaven has already beaten Lorwyn Eclipsed as Magic: The Gathering’s best-selling in-universe Premier set.

That means the crown has changed hands again, just a few months after Lorwyn Eclipsed took it from Tarkir: Dragonstorm.

As usual with Hasbro earnings calls, there’s a catch: The company didn’t release specific sales numbers for Secrets of Strixhaven, Lorwyn Eclipsed, or any other individual Magic set (and they never do). So we don’t know the exact margin here, and if it was by an inch or a mile…. Still, Hasbro CEO Chris Cocks was very clear during the Q&A portion of the call: Secrets of Strixhaven “handily beat Lorwyn Eclipsed,” according to the transcript published by The Motley Fool.

Magic's Business Is Still Booming

Killian, Decisive Mentor | Illustration by Billy Christian

Hasbro’s Q1 2026 earnings were, once again, heavily powered by Wizards of the Coast and Magic. In its official earnings release, Hasbro reported that company revenue increased 13% year-over-year, while Wizards and Digital Gaming revenue jumped 26%. Magic itself was up 36%, with Hasbro pointing to Lorwyn Eclipsed, Teenage Mutant Ninja Turtles, and strong backlist sales as the main drivers.

“Q1 showed that Magic's record 2025 was no fluke,” Cocks said during the Q&A portion of the call. “Lorwyn Eclipsed, which debuted in January, became the best-selling Magic Premier set of all time and delivered the highest engagement in organized play statistics we've seen since the pandemic.” 

But, hot as Lorwyn was running (including beating Tarkir: Dragonstorm‘s previous record “by quite a handsome margin”), it was quickly eclipsed by Strixhaven.

“The great news is Secrets of Strixhaven, which came out just 3 months later [than Lorwyn Eclipsed], handily beat Lorwyn Eclipsed,” Cocks said in another reply. “So we're seeing good underlying demand, whether it's Universes Beyond or first-party IP.” 

During the Q&A, Cocks was also asked how much of Hasbro’s Magic outperformance came from Teenage Mutant Ninja Turtles. Cocks said the TMNT crossover performed above expectations, but stressed that Lorwyn Eclipsed had been the real overperformer in Q1.

Magic’s In-Universe Sets Are Running Hot

The bigger picture is even more interesting than the Strixhaven headline.

Out of Magic’s last four in-universe Premier sets, three have now set new sales records:

• Tarkir: Dragonstorm
• Lorwyn Eclipsed
• Secrets of Strixhaven

Earlier this year, we covered how Lorwyn Eclipsed surpassed Tarkir: Dragonstorm to become Magic’s fastest-selling in-universe Premier set. Now, Secrets of Strixhaven has repeated the trick. Tarkir: Dragonstorm didn’t hold the record for long. Lorwyn Eclipsed held it for even less time. Magic’s sales records are starting to look like a game of hot potato, except the potato is apparently made of money.

The only recent in-universe set that didn’t break the record was Edge of Eternities, and even that set still performed well. As we covered last year, Edge of Eternities Play Booster and Collector Booster prices rose sharply during its early sales window, suggesting demand was stronger than Wizards had expected. In other words, the “underperformer” was still a hit.

Universes Beyond Is Still the Overall Sales Boss

This doesn’t mean Universes Beyond has suddenly been dethroned, though.

Earlier this year, Hasbro confirmed that Avatar: The Last Airbender had become Magic’s third highest-selling set ever, behind Final Fantasy and The Lord of the Rings: Tales of Middle-earth. That meant the top three best-selling Magic sets of all time were all Universes Beyond releases.

And, asked point-blank during the earnings call's Q&A, Cocks strongly hinted that Hasbro sees the current mix of IPs to be pretty much spot on.

Will Magic's Hot Streak Slow Down?

Marvel Super Heroes Promo Art | Illustration by Chris Rallis

The 2026 Magic calendar looks pretty stacked, although leaning heavier towards Universes Byeond products than Magic's own IPs. Hasbro’s call highlighted the releases for Marvel Super Heroes, The Hobbit, and Star Trek.

That means Secrets of Strixhaven may end up being both a milestone and a measuring stick. It proves Magic’s own IP can still break records, but it also sets up the next big question: Can any in-universe set keep pace once the next wave of mega-franchise crossovers starts landing?

For now, though, Strixhaven has the crown.

And considering how quickly Tarkir: Dragonstorm and Lorwyn Eclipsed lost theirs, it may want to enjoy the view while it can.