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Hasbro has released its financial results for 2025, revealing a standout performance from Magic: The Gathering that saw the TCG franchise earn over $1.7 billion—an increase of 59% from the previous year and MTG’s strongest year ever.
Wizards of the Coast, the Hasbro subsidiary that oversees MTG, Dungeons & Dragons, and Hasbro’s digital gaming projects, grew a record 45% in 2025, and was largely responsible for Hasbro’s overall revenue increase of 14%. The company’s other two segments, Consumer Products and Entertainment, both decreased by 4%.
While Hasbro is aiming to evolve its product-heavy catalogue into a digital-first business over the coming years, tabletop gaming is still a major driver of revenue, bringing in $1.7 billion and making up over 75% of Wizard’s total 2025 revenue. Across both tabletop and digital sales, Magic: The Gathering was a standout franchise in Hasbro’s stable, earning $1.7 billion and making up over 60% of Hasbro’s total gaming-related revenue.
Hasbro attributes this success to the strong performance of its Universes Beyond drops—non-canon card sets based on collaborations with third-party franchises. The 2025 Final Fantasy collaboration became MTG’s highest-selling set ever in just one day, while Hasbro also notes the recent Avatar: The Last Airbender set as a major success.
Secret Lair drops are also noted as a driver of MTG’s success—limited edition cards aimed at collectors that often feature alternative art and unique art styles. Just like Universes Beyond, Secret Lair also features regular pop culture crossovers, including some with Wizards’ own Dungeons & Dragons universe.
Trading card games have seen an explosion in popularity in recent years, with secondary market prices skyrocketing for coveted cards and sets. The popularity has also seen an increase in TCG-related crime, with criminals targeting game stores and collectors, or even committing fraud to get their hands on valuable cards.