Hasbro is looking at romantasy and K-Pop IPs, among others, for its Magic: The Gathering Universes Beyond sets as a way to expand the number of female players, CEO Chris Cocks said in the conference call as the company reported record Magic sales and a $1 billion charge for the impact of tariffs on earnings.

"[D]on't be surprised if you see us poking into Romantasy, don't be surprised if you see us looking at K-Pop bands, nothing is off the table," Cocks said in talking about possible licenses with appeal to female consumers, which currently make up about 30% of the player base, according to Wizards of the Coast estimates.

The recent Final Fantasy set was the most successful one yet in bringing in new players, with more players activated in the first two weeks on sale than any other set has brought in over a full season.  Unique players at organized play events were up 40% in the first half of 2025.

Other interesting Magic stats from the conference call: new players tend to come in at middle-grade ages (11-14); only 15% of the player base plays in-store or online; and the recent MagicCon in Las Vegas attracted a record number of players, with around 19,000 badges issued.

All of those new players led to big numbers in Hasbro’s Q2.  Sales by the Wizards of the Coast and Digital Gaming segment were up 16% over last year, from $454.0 million to $522.4 million this year.  Within the Segment, tabletop gaming sales were up nearly $100 million, from $307.6 million in Q2 2024 to $406.3 million this year.

Magic: The Gathering revenue (which includes digital as well as tabletop) was up 23%, from $336.0 million to $412.0 million in Q2 2025.  Final Fantasy was the big winner, delivering $200 million in sales on day 1 (vs. the six months it to get to that number for the Lord of the Rings set). There was still demand on the table on release day, despite increasing the print run four times before launch. WotC does plan to continue printing the set going forward.

Cocks attributed the success of the set to "stronger adjacencies," including the fact that Final Fantasy was a gaming property, unlike The Lord of the Rings; and stronger regional appeal.  

Hasbro also reported that Tarkir: Dragonstorm was the best-selling premier Magic: The Gathering set of all time; that Q2 saw the highest Secret Lair sales in history; and that backlist Magic: The Gathering sales have set an all-time record for the year in the first six months of 2025.

The strength of Magic and Wizards of the Coast was offset by  weakness in the consumer products division, which saw North American sales decline 23%. Hasbro took a $1.02 billing impairment charge for the Segment based on the future impact of tariffs on the business.

The charge brought Hasbro losses for the quarter to $855.8 million, a big drop-off from the $87.3 million loss in Q2 2024.  Sales for the total company were down 1% to $980.8 million for the quarter.

Hasbro increased its full year outlook, with Wizards of the Coast sales expected to grow in the high 20 percents range for the year.