Hasbro, the American toy giant, reported that sales of its card game "Magic: The Gathering" have surged, becoming a key highlight in its financial results.
In the first half of the year, sales of Magic: The Gathering jumped 34% year-over-year, surpassing the $1 billion mark. Following this news, Hasbro's stock price rose 8.8% on Tuesday, marking its largest single-day gain in over a year.
During the earnings call, Hasbro CEO Chris Cocks stated that "Magic: The Gathering is not a niche hobby business; it is a massive franchise brand." Over the past 17 years, the brand's revenue has grown at an average annual rate of 17%. The recently launched Marvel superhero-themed card set set records for first-day and first-month sales, becoming the fastest Magic: The Gathering series to generate $300 million in revenue.
Magic: The Gathering was created by mathematician Richard Garfield in the early 1990s and later published by Wizards of the Coast. Hasbro acquired Wizards of the Coast in 1999, and data shows that over 50 million people worldwide have played the game. Before becoming CEO of Hasbro, Cocks led Wizards of the Coast for six years, during which the division (which includes games like Dungeons & Dragons) doubled its revenue to over $1 billion.
Magic: The Gathering creates new card series by licensing popular film, TV, and gaming IPs, allowing players to combine characters like Spider-Man with Gandalf from "The Lord of the Rings" or Leonardo from "Teenage Mutant Ninja Turtles" in the same deck. The brand has also partnered with globally renowned franchises like "Final Fantasy" to attract collectors and a broader audience beyond core players.
In terms of pricing, introductory boxes start at around $29.99, special box sets sell for $50 or more, and booster packs cost about $5 to $7 each. The success of this card game comes as the traditional toy industry faces ongoing challenges.
Market data shows that between 2021 and 2025, doll sales dropped 36%, and toddler and preschool toy sales fell 15%, driven by declining birth rates and a consumer shift toward video games and online gaming. During the same period, games and puzzle products (including Magic: The Gathering) grew by 36%. Analysts note that these types of toys typically attract older consumers, including adults, and are more likely to generate repeat purchase behavior.
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