MTG Eyes K-Pop and Romantasy Crossovers
Magic: The Gathering is looking beyond traditional fantasy, with Hasbro CEO Chris Cocks teasing K-Pop and romantasy intellectual properties as future Universes Beyond targets — aiming to grow Magic's female player base beyond its current 30%.
Nothing Is Off the Table
During Hasbro's Q2 2025 earnings call, Cocks said: "Don't be surprised if you see us poking into romantasy, don't be surprised if you see us looking at K-Pop bands." MTG revenue surged 23% year-over-year, driven by the Final Fantasy crossover that hit $200M on launch day.
KPop Demon Hunters: First K-Pop Collaboration
Following Netflix's KPop Demon Hunters becoming the most-watched movie in history, Hasbro confirmed a Secret Lair collaboration for 2026.
Record Growth
Final Fantasy attracted more new players in two weeks than any previous set managed over an entire season. Tarkir: Dragonstorm became the best-selling Magic set ever. Hasbro raised full-year guidance expecting Wizards revenue to grow in the high-20% range.
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