Hasbro is exploring romantasy and K-Pop intellectual properties for future Magic: The Gathering Universes Beyond sets to attract more female players, who currently make up about 30% of the player base. CEO Chris Cocks noted that “nothing is off the table” in terms of appealing to new demographics.

The recent Final Fantasy set was a major success, bringing in $200 million on day one and more new players in its first two weeks than any other set has in an entire season. Unique player participation at organized events rose 40% in H1 2025.

Key stats and results:

• Wizards of the Coast & Digital Gaming Q2 sales up 16% YoY to $522.4M.

• Magic: The Gathering revenue up 23% to $412M in Q2.

• Tarkir: Dragonstorm became the best-selling Magic set ever.

• Secret Lair and backlist Magic sales also hit record highs.

• Only 15% of the player base plays in-store or online; most new players are aged 11–14.

• MagicCon Las Vegas set an attendance record with ~19,000 badges.

Despite Magic's strength, Hasbro’s consumer products division saw a 23% North America sales decline. The company took a $1.02 billion impairment charge related to tariffs, resulting in a Q2 loss of $855.8M, compared to $87.3M in Q2 2024. Total company sales were down 1% to $980.8M.

Outlook: Hasbro raised its full-year forecast, expecting Wizards of the Coast sales to grow in the high 20% range for 2025.