View the chart data
| Quarter ended | Revenue |
|---|---|
| September 28, 2025 | 459.4 |
| September 27, 2026 | 616.1 |
Both bars start at zero on a shared $700 million scale. The separate approximately $40 million annotation is management's estimate of sales expected in Q4 that arrived in Q3; it is not added to reported revenue. Figures include tabletop and digital Magic; they do not measure card resale prices or consumer sell-through.
Hasbro's Magic: The Gathering crossed $600 million in quarterly sales for the first time. The fantasy card game brought in $616.1 million in the quarter ended September 27, up 34% from a year earlier, according to the company's October 20 results. [1]
For Hasbro (Nasdaq: HAS), that shows how much a game can contribute beyond the traditional toy aisle. But the record also got a head start: about $40 million of Magic sales arrived before the fourth quarter, when management had expected them. Those sales cannot boost both quarters. [1] [2]
Bilbo brings fans to the table
Magic combines collectible cards with a strategy game. Its reach extends well beyond children: Hasbro puts the average tabletop player's age at about 35, with an average playing history exceeding five years. That gives new releases an established audience to sell to. [3]
This year's Hobbit set adds familiar characters to that game. Chief executive Chris Cocks said the August release had become:
“the fourth-best-selling set in Magic’s history”
Chris Cocks, Hasbro chief executive · October 20, 2026 [2]
Hasbro's sales pitch is that fans arrive through stories they already love, then stay for the game. Older products and its special-edition Secret Lair cards also contributed to the quarter's strength, management said. Growth therefore reached beyond one new release. [2]
A smaller business brings bigger profit
The division housing Magic, Wizards of the Coast and Digital Gaming, generated about $747 million in quarterly revenue. Consumer Products, which sells toys and games, was larger at about $828 million. Yet Wizards produced roughly $367 million in operating profit, more than twice Consumer Products' $174 million. Those are division-wide figures, not Magic's standalone profit. [3]
The market connection A stronger Magic business can change Hasbro's earnings even when toy sales grow slowly. It also makes the company more dependent on keeping card players interested.
The holiday quarter starts with less help
The early sales mainly involved Reality Fracture, which debuted in October. Management said the timing of shipments around a quarter's opening is hard to predict. It has removed those preshipments from fourth-quarter expectations. The record is reported revenue, but it is not a clean measure of faster consumer buying during those three months. [2]
Profit received another temporary lift. Hasbro's results included about $55 million in tariff refunds, of which $48 million benefited Consumer Products. The company raised its full-year revenue-growth forecast to 7–9%, excluding currency movements, from 5–7%. That is management's forecast, and the refunds are already in the reported quarter. [1]
Fans still need cards to arrive
Delivering every product on time remains a challenge. An October 19 Wizards notice said production and shipping problems had delayed the Reality Fracture Secret Lair Bundle globally. It warned that arrivals could slip beyond the planned October 23 release, with timing varying locally. That notice covers a particular bundle, not the entire set. [4]
Hasbro has a larger card business and a profitable audience of returning players. The next holiday quarter must turn that appeal into more sales while working past early shipments, higher royalties and video-game marketing costs. Another record needs fresh business after the sales already booked. [2]