Last updated on April 24, 2025
Lightning, Army of One | Illustration by shiyu
That's a concrete fact that was revealed at the Hasbro Q1 earnings call today. While the toy giant is certainly struggling with the impending threat of tariffs, you know what one of the main takeaways from the call was? Things are going very well with Magic: The Gathering. It's far exceeding expectations.
Final Fantasy Beats Out LOTR
Cloud, Planet's Champion | Illustration by Magali Villeneuve
This quotation from Hasbro's 2023 Annual Report lays it bare: “Magic had another record year in 2023 with a string of new sets, including our best-selling set of all time, The Lord of the Rings: Tales of Middle-earth.” Lord of the Rings was a massive hit with players because it fits so well into the tone of Magic's world, and because Lord of the Rings is one of the most successful IP giants of all time.
Modern Horizons held the record previously, bringing in over $200 million throughout a 2-year period. It took LOTR just seven months to reach that same milestone.
And it's taken Final Fantasy a fraction of that time. With pre-orders alone, it's already the highest-selling set of all time. Final Fantasy will be the best selling set on day one of its release.
Tarkir: Dragonstorm was a HIT
Ugin, Eye of Storms| | Illustration by Joshua Raphael
It's no secret that, despite the undeniable attractiveness of Universes Beyond from a financial standpoint, MTG players wanted a set that really felt like the core of Magic this year. For many players, it's high fantasy or bust! Luckily, Chris Cocks also revealed that Tarkir: Dragonstorm did very well too. With tons of sold out prereleases and online hype, WotC has proven that there's a place for classic MTG in the ever-evolving scope of the game's multiverse of playable characters.
Secret Lair's Smash Success
While many players have been upset with recent price increases, it only makes sense that Hasbro is thrilled with Secret Lair‘s success. Deadpool sold out in seconds.
Chris Cocks comments that “Secret Lair has actually been doing pretty well… I think what we're seeing on Magic is an expansion of the player base and when you expand the player base, it's just a great opportunity to, engage them with more products and kind of create a network effect amongst the players in the collecting community.”
There are more ways than ever to get involved, and Hasbro sees that as something purely beneficial, and rightfully so.
In Conclusion
Call the Spirit Dragons | Illustration by Liiga Smilshkalne
Chris Cocks wraps up his thoughts on MTG by saying: “I mean, the whole Magic business is just, it's difficult to identify just one thing really.”
Magic is doing a ton right at the moment. New and old fans alike are being brought to the game by Universes Beyond. Tarkir: Dragonstorm packed out local game stores across the country for countless sold out prereleases. Nearly every Secret Lair sells out immediately upon dropping. in 2025, Magic is growing in all directions, it's only up and up from here!
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3 Comments
I am honestly happy to hear that MTG is doing well, lets hope they that some of all these profits, go back into improving the game and not all of them directly into manegements pockets.
Sales does not mean the game itself is in a healthy spot. Nearly all formats don’t feel fun anymore. Standard specifically has been on the downhill with aggro decks ending games as quickly as turn 2 or 3 too frequently. I feel as if Magic is slowly turning into Pokemon. It’s becoming more about collecting and less about playing, which is sad for those who loved the game like me.
I wouldn’t necessarily disagree with any points here but a game near 35+ years has to do something to continue evolving.
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