Magic: The Gathering Sees Record Sales in 2025

Hasbro's Universes Beyond and Secret Lair collaborations drive massive 59% year-over-year revenue growth for the trading card game.

Published on Feb. 10, 2026

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Magic: The Gathering, the popular trading card game owned by Hasbro, just had its most financially successful year ever in 2025, with revenue up 59% year-over-year. This growth was largely driven by the success of Universes Beyond and Secret Lair releases, which featured crossovers with other popular franchises like Avatar: The Last Airbender and Final Fantasy.

Why it matters

The record-breaking performance of Magic: The Gathering is a major boost for Hasbro, as the game accounts for a significant portion of the company's overall revenue. However, the success of Universes Beyond and Secret Lair has also drawn scrutiny, with a shareholder lawsuit alleging that Hasbro has mismanaged the game by overprinting these limited-edition sets to the detriment of existing card values.

The details

Hasbro revealed in its earnings call that Magic: The Gathering revenue was up 59% year-over-year in 2025. This was largely due to the popularity of Universes Beyond and Secret Lair releases, which featured crossovers with other popular franchises. The Avatar: The Last Airbender set is now the third highest-selling Magic set of all time, behind only Final Fantasy and Lord of the Rings.

  • Hasbro announced the record-breaking Magic: The Gathering sales in its 2025 earnings call on February 10, 2026.
  • The Avatar: The Last Airbender Universes Beyond set was released in 2025.

The players

Hasbro

The multinational conglomerate that owns the rights to Magic: The Gathering and has seen massive growth in the game's revenue in recent years.

Wizards of the Coast

The Hasbro subsidiary that develops and publishes Magic: The Gathering, as well as other tabletop and digital games.

Universes Beyond

A series of Magic: The Gathering card sets that feature crossovers with other popular franchises, such as Avatar: The Last Airbender and Final Fantasy.

Secret Lair

A series of limited-edition Magic: The Gathering card releases that also feature crossovers with other brands and properties.

West Palm Beach Firefighters' Pension Fund and City of Miami General Employees & Sanitation Employees' Retirement Trust

Shareholders who have filed a lawsuit against Hasbro, alleging that the company has mismanaged Magic: The Gathering by overprinting Universes Beyond and Secret Lair sets.

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What’s next

Hasbro will likely continue to focus on expanding the Universes Beyond and Secret Lair lines, as they have proven to be highly lucrative for the company. However, the company will also need to address the shareholder lawsuit and concerns about the potential devaluation of existing Magic cards.

The takeaway

Magic: The Gathering's record-breaking performance in 2025 highlights the power of Hasbro's strategy of leveraging popular franchises through Universes Beyond and Secret Lair releases. However, the company will need to carefully manage the potential risks and backlash associated with this approach to maintain the long-term health and value of the Magic brand.