Avater: The Last Airbender is now the #3 Magic: The Gathering set of all time, Hasbro CEO Chris Cocks told analysts in the Hasbro conference call Tuesday, just one of the Magic news items from the report on Hasbro’s blow-out quarter. Sales on Avatar: The Last Airbender now trail only Lord of the Rings and Final Fantasy, Cocks said.
The big response to the Avatar: The Last Airbender set, along with a record quarter for backlist Magic sales and Secret Lair took sales on the Magic brand (which include digital) up 141% to $502.4 million from $208.4 million in Q4 2024.
Hasbro estimates that 80-90% of Magic sales go to players or player-collector, with the remainder to collectors that don’t play the game.
The Wizards Play Network was up 20% (presumably in location count) for the year, but non-WPN sales, which include mass and non-WPN distribution, actually grew faster than sales through WPN stores in 2025, and Hasbro expects the phenomenon to continue in 2026.
Tabletop gaming sales in the Wizards of the Coast and Digital Gaming segment, which include Dungeons & Dragons in addition to Magic, were up a similar 139% to $494.7 million from $207 million in the year ago quarter.
Sales for all of the Wizards of the Coast and Digital Gaming segment were up 85.9% to $630.4 million from $339 million in Q4 2024. The segment had an operating profit of $283.5 million, which accounted for all but $14 million of the company-wide operating profit, even though the consumer products segment (which includes toys and non-WotC games) had sales of $800.0 million, 29% more than the WotC segment.
Overall Q4 Hasbro sales were up 31.3%, from $1,101.6 million to $1,445.9 million, with a profit of $203.1 million compared to a $27.5 million loss in the year ago quarter.
Hasbro anticipates mid-single-digit growth from WotC in 2026, behind its planned Universes Beyond sets and strong sales from the core IP (see “’Magic: The Gathering’ Calender”); Lorwyn was the fastest-selling non-Universes Beyond Magic set in history, the company said. WotC is expected to continue to throw off operating profits of over 40% in 2026.
Hasbro has announced a number of new licenses in the past few weeks, including World of Harry Potter and the upcoming Harry Potter HBO series; Voltron; and Street Fighter. No word on whether any of those properties will find their way into Magic sets in the future.
Source: ICv2
