“The Magic flywheel is firing on all cylinders”: veteran TCG tops $500m quarterly revenue for first time

Magic: The Gathering‘s record-breaking growth continues despite a surge of high-profile competitors, with the TCG soaring past $500m in quarterly revenues for the first time in its 33-year history.

The veteran card game has been on a tear over the past four years, evolving from parent company Hasbro‘s first $1bn-brand into the toy and entertainment giant’s primary source of growth.

That powerful rise has been built upon the already hugely popular TCG’s expansion into licensed crossovers through its Universes Beyond line since 2021, which has seen it bring out sets for franchises including The Lord of The Rings, Final Fantasy and Avatar: The Last Airbender.

The game’s success now underpins Hasbro’s fortunes, with Magic’s strong performance repeatedly leading the line in the company’s quarterly results – as well as offsetting underperformance in other parts of the business.

Magic’s revenue grew 32% in Q2 of this year compared to the same period in 2025 according to Hasbro’s latest results report, reaching a record $545m on the back of strong sales of Secrets of Strixhaven and Marvel Super Heroes – the latter of which the company described as a “record-breaking debut”.

That result means Magic alone outstripped Hasbro’s entire consumer products segment – which includes Nerf guns, Transformers and Peppa Pig toys – which recorded revenues of $463m in the same period, up 5% year-on-year.

The consumer products segment made an operating loss of about $14.5m in Q2, compared to an operating profit of $270m from Wizards of the Coast, the business arm which includes Magic, Dungeons & Dragons and its digital games such as Monopoly Go!.

Hasbro ascribed the consumer products losses to “incremental tariff expense, entertainment-related mix shifts, and normal seasonality”, as well as the fallout from a cyberattack in March which saw unspecified parties gain unauthorized access to its network.

The company said the cyberattack reduced second-quarter revenue by an estimated $25m while generating $11m in direct costs as order processing, shipping and invoicing were disrupted, particularly on the consumer products side. Hasbro said those operations had now returned to normal, although it expects to incur additional costs related to the incident in future periods.

Hasbro CEO Chris Cocks said in the results report, “With strong indications for our remaining releases and line of sight to continued growth in 2027, the Magic flywheel is firing on all cylinders.”

Wizards revenue was also up 27% across the first six months of 2026, with Magic revenue climbing 34% thanks to continued growth across tabletop and digital products, Universes Beyond releases, Secret Lair products and back catalogue sales.

That continued growth comes despite the emergence of several high-profile challengers in the trading card game market over the past few years, including Disney Lorcana, Star Wars: Unlimited, Altered, Flesh and Blood and One Piece Card Game – as well as the ongoing power of fellow TCG veterans Pokémon and Yu-Gi-Oh!.

Magic’s performance was strong enough for Hasbro to increase its full-year guidance, with the company now expecting total revenue growth of between 5% and 7%, up from its previous forecast of 3% to 5%.