Magic: The Gathering posts record $616.1M quarter in Hasbro Q3
Hasbro's Q3 report shows Magic: The Gathering sales up 34% to $616.1 million, but management expects Q4 to dip before fuller product lineups arrive in 2027. All figures come from reporting on the earnings call, not from a Wizards of the Coast announcement.
Magic: The Gathering delivered its biggest quarter on record in Hasbro's Q3 results, according to reporting on the earnings call. Sales reached $616.1 million (about €549), compared with $459.4 million (about €410) in the same quarter last year, an increase of 34%. The total clears $600 million (about €535) and sets a new quarterly high for the brand.
These numbers come from press coverage of Hasbro's report; no official publisher document was part of the material reviewed for this article.
What drove the quarter
Hasbro CEO Chris Cocks pointed to two sets. The Hobbit, which shipped with a leaner SKU list, already ranks 4th among the bestselling Magic sets in history. Reality Fracture, meanwhile, did better than the company had anticipated.
The Hobbit's prerelease was also the largest the company has seen for any Universes Beyond release.
Sales rose across new releases, backlist and Secret Lairs, and backlist grew at a faster pace than new releases. Cocks read that as a sign that the newcomers drawn in by Universes Beyond sets are staying and buying older products to build out their decks and collections.
Distribution and profit
Magic now sits in nearly 40,000 doors through mass channels, while Wizards Play Network (WPN) stores climbed 38% to 13,000 worldwide.
The Wizards of the Coast and Digital Gaming segment reported operating profit of $367 million (about €327), up 46% from $252 million (about €225) a year earlier.
For Hasbro as a whole, sales grew 15% to $1,595 million (about €1422), against $1,388 million in Q3 2025. Earnings were $395.0 million, compared with $233.9 million a year ago.
Q4 dip, then 2027
Management expects Magic sales to fall in Q4. Two reasons were given: a weaker release schedule, and the fact that early shipments of the October set, Reality Fracture, moved $40 million of anticipated Q4 sales into Q3.
Hasbro raised its full-year sales and profit guidance and does not anticipate headwinds for the U.S. consumer during the holidays.
For 2027, Cocks expects a change in how Magic products are configured to lift sales above 2026 levels. Each of the six Tentpole releases is set to get a full product suite, including Commander Decks and all the related collectible products. Cocks said that adding those SKUs can boost a set's sales by 50%.
Cocks also said trading cards, including TCGs and sports cards, are now the #1 category in toys and games, calling it a generational structural shift rather than a one-time event.
Related releases
Two releases from Wizards are already on the calendar: Star Trek Commander on November 13, 2026 and a Marvel Secret Lair Countdown Kit dated 2026-11-02.
What is still unknown
The reporting does not say which six sets make up the Tentpole releases, and it gives no exact Reality Fracture release date. Q4 Magic sales figures and the revised full-year guidance numbers have not been announced.
What it means for players
- A fuller range of products is expected around each Tentpole in 2027, including Commander Decks.
- Backlist demand is growing faster than new releases, according to Hasbro.
- Hasbro expects Q4 Magic sales to fall on a weaker schedule.
- WPN stores number 13,000 worldwide.
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