The Hobbit becomes Magic’s fourth best-selling expansion ever

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The August release reached the milestone with a smaller product lineup than comparable sets. The franchise posted record quarterly revenue of US$ 616 million.

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The Hobbitlink outside website, released in August, has become the fourth best-selling set in Magic: The Gathering history, Hasbro said on its third-quarter 2026 earnings call. It achieved that ranking with a smaller product lineup than comparable releases, which the company attributed to a growing player base and wider distribution.

Hasbro CEO Chris Cocks said The Hobbit could finish its sales run with sales volume close to or even above that of The Lord of the Rings, the first Universes Beyond release, despite having fewer products. He attributed the performance to growth in the number of players and broader access to the set.

The Hobbit prerelease drew the highest participation of any Universes Beyond release across the 13,000 partners in the Wizards Play Network. The company also said participation in organized events during the first nine months of 2026 was more than 40% higher than the total for all of 2024, the last year without a major Universes Beyond release.

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The set’s performance helped drive Magic revenue to a quarterly record of US$ 616 million, up 34% from the same period a year earlier. The Wizards of the Coast division reported revenue of US$ 747 million, up 31%, with operating profit of US$ 367 million and a margin of 49.2%. Shipments of Reality Fracture, released in October, also exceeded the company’s expectations.

Sales of older sets continue to rise. Hasbro said that, in the first weeks of the fourth quarter, 2026 catalog revenue had already surpassed the total for all of 2025, led by Foundations, Final Fantasy and The Lord of the Rings. The company raised its full-year forecast and expects Wizards division revenue to grow between 16% and 18% this year. Six major Magic releases are planned for 2027, all with full product lineups, including Nauctis: The Sunken Realm and Marvel: Darkhold Destiny. Star Trek is also planned for release in 2026.

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