The partnership between Magic: The Gathering and Final Fantasy
, released on June 13, has reached a historic milestone: US$200 million in revenue on its first day of availability. This figure represents the biggest debut ever for a set in the Universes Beyond line or of a Magic set.
In a meeting with shareholders, Hasbro CEO Chris Cox explained how the collaboration between the two brands exceeded expectations:
“In terms of Final Fantasy and how it met expectations, I’ll give you a comparison between two of our biggest universe at the onsets. Lord of the Rings took six months to deliver $200,000,000 of revenue. Final Fantasy took one day. And we left demand on the table. So we couldn’t produce enough. I think we increased production runs on it four times pre release. It was substantially, by many, many very high double digit percentages, ahead of any other production run we’ve ever done.”
- Chris Cox
Cox also emphasized the growth of Magic: The Gathering and highlighted the 40% increase in unique players at events in the first half of 2025. According to him, the expansion attracted both longtime fans and new audiences — especially younger players, with an age range of around 11 to 14 years old, and a composition of about 30% women in the active base.
“I think we did more new players in two weeks of Final Fantasy than we would typically do over a twelve week period for any other set that we’ve ever done. (...) Organized play is on fire. We saw a nearly 40% year over year increase in unique players during the first half of twenty twenty five. A clear signal that our play programs are bringing new energy and deeper connection to local communities, Final Fantasy set a record for new player growth, delivering more new players in its first two weeks than any prior set posted over an entire season.”
- Chris Cox
On its Q2 2025 earnings call, Hasbro reported revenue of $981 million, above the $880 million expected, and adjusted earnings per share of $1.30, beating the estimate of $0.78 per share.
The Wizards of the Coast and Digital Games segment grew 16%, driven by Magic sales, which were up 23% in the quarter, reaching $412 million in revenue.
Source: Hasbro, Investing.com, TechRaptor
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