Chris Cocks reports that Magic: The Gathering has achieved record-breaking revenue and solidified its status as a mega franchise for Hasbro.
Hasbro CEO Chris Cocks reported that the Magic: The Gathering franchise has surpassed $500 million in quarterly revenue for the first time in its 30-year history. This milestone helped drive a 16% increase in overall revenue for the second quarter. Cocks emphasized that Magic is a "mega franchise" rather than a niche hobby, comparing its longevity and depth to major titles like Pokémon and Minecraft. The success was largely driven by the Magic: The Gathering | Marvel Super Heroes set, which reached $300 million in revenue faster than any previous set. To optimize future growth, the administration of Hasbro updated its digital strategy, canceling several games scheduled for 2028 and beyond to focus on mature trading card and role-playing brands. This shift is expected to decrease total digital spend by at least 25% annually by 2028. Following these strategic adjustments, Hasbro raised its full-year revenue outlook to an expected increase of 5% to 7%.