Last Airbender Becomes 3rd Best-Selling MTG Set of All Time

Last updated on February 11, 2026

Avatar Aang | Illustration by Fahmi Fauzi

According to Hasbro's Q4 2025 earnings call yesterday, Avatar: The Last Airbender is now the third highest-selling set in Magic: The Gathering’s history.

According to Hasbro's CEO Chris Cocks, it now is “trailing only The Lord of the Rings and Final Fantasy…”

Which in turn means that the top three best-selling Magic sets of all time are now all Universes Beyond crossovers.

Universes Beyond Sets Claim Gold, Silver, and Bronze

Avatar Yangchen | Illustration by Kuno

We already knew Final Fantasy made history even before it was released in June last year. In 2025, Hasbro CEO Chris Cocks told investors that Final Fantasy had become the best-selling Magic set ever, even before release. Later reporting added just how absurd the demand was, including  first-day sales that blew past what The Lord of the Rings took months to reach. 

Now, with Hasbro confirming that Avatar: The Last Airbender is #3 behind Final Fantasy and The Lord of the Rings, we’re looking at an all-time top three that’s basically a crossover hall of fame:

• #1: Final Fantasy
• #2: The Lord of the Rings: Tales of Middle-earth
• #3: Avatar: The Last Airbender

And it's quite telling that UB sets dominate even though Tarkir: Dragonstorm, also released in 2025, was the best-selling in-universe set in Magic's history.

Is “Universes Within” Magic Cooked?

Universes Beyond MTG sets routinely get a lot of pushback on social media, with some Magic players decrying Magic's own lore and backstory getting less and less attention…

… and with some players having a hard time remaining optimistic about in-universe Magic.

On the one hand, the fact that two UB sets from 2025 broke into the top three makes it very clear that, regardless what vocal players may post, the majority of Magic players are delighted to play with non-Magic IPs.

On the other hand, though, it's also clear that a Magic set needs to be good regardless of the flavor: It's hard to find a more popular IP than Spider-Man, yet Spidey's MTG set was hands-down the absolute worst last year, and is perhaps one of the worst Magic sets of all time.

But, all in all, the biggest takeaway from Hasbro's earnings call yesterday is that business is booming.

2025 Was Magic's Best Year

With 2025 releasing two of the three best-selling Magic sets in the game's history, MTG's financials are literally the best they have ever been.

“Magic: The Gathering finished its strongest year ever,” reports Business Wire, “up 59% vs. PY with a successful Q4 Avatar: The Last Airbender set and ongoing strength in backlist and Secret Lair.” 

On the earnings call, Hasbro highlighted Wizards as their crowning jewel, pointing to a record Q4 and near-60% annual growth for Magic. Zooming out to “Hasbro as a whole,” though, the contrast is stark: Hasbro’s revenue grew 14% in 2025, driven by record growth in Wizards/Digital Gaming — while Consumer Products and Entertainment were both down 4%.

All in all, the market has really liked Hasbro's performance, with the stock jumping after the earnings call:

The Universes Beyond Tax

Tifa Lockhart | Illustration by Laurel Austin

Universes Beyond sets (at least those that are well executed…) are clearly where the revenue is… but there's a catch.

In the earnings call Q&A, CFO Gina Goetter explained that royalties are rising in the Wizards of the Coast segment. 

That’s a big deal because it suggests that, while Hasbro can make heaps of money with UB sets, the margins are not as large as with their own IP. This means that an UB set has to outsell an in-universe set in order to be similarly profitable.

Lorwyn Eclipsed Becomes the Fastest Selling Magic IP Premier Set Ever

Formidable Speaker | Illustration by Aurore Folny

The other good news for in-universe fans is that in-universe sets are also breaking their own records. In the earnings call from July last year, Hasbro's CEO revealed that, “Tarkir: Dragonstorm is on pace to become the top selling Magic premiere set of all time.”

Turns out that TDM couldn't hold that #1 spot for long: According to Cocks yesterday, “Lorwyn Eclipsed has already become the fastest selling Magic IP premier set ever, surpassing Tarkir.”

Hasbro didn't release sales data for each specific set; but when you factor in that Lorwyn Eclipsed (released just a couple of weeks ago), has outsold any other in-universe set, and it has better margins than Avatar…Perhaps is not too hard to still be optimistic about in-universe sets being something that WotC will continue doing.

Hasbro Is Not Printing Enough Money

Revel In Riches | Illustration by Eric Deschamps

There are two other nuggets from the earnings Q&A that feel relevant.

First, Hasbro’s leadership believes most Magic buyers aren’t “collectors only.” Cocks described Magic as “overwhelmingly player-based,” estimating: “we’re probably 80 to 90% players or player-collectors.” In other words, Magic is mostly a product for people who actually play, and Hasbro is well aware of that even when they also reveal that Secret Lair shinies are a part of the equation.

Second: Cocks revealed that supply, not demand, was the limiter in 2025, acknowledging that “Magic was rate constrained last year.” 

Which is a very funny problem for a company to have in 2025: Hasbro literally left cash on the table last year. They’re printing money… and perhaps their biggest mistake last year was not printing enough.