Sales on Wizards of the Coast’s Magic: The Gathering – Marvel Super Heroes release have passed the Lord of the Rings set, making the Marvel Super Heroes set the second-largest Universes Beyond set in history, Hasbro CFO Gina Goetter told analysts in Tuesday’s conference call in conjunction with Q2 earnings.
The Marvel Super Heroes release set records for day one and month one revenue, Hasbro CEO Chris Cocks said in the call. Larger initial print runs to deal with slower reprints, a strategy Hasbro has been pursuing this year, helped fuel the rapid sales on the set. Marvel Super Heroes did especially well with new players and less traditional channels, Cocks said, reflecting the broad appeal of the property.
Looking ahead, WotC does not expect The Hobbit to do Marvel Super Heroes numbers, with fewer SKUs and a smaller set for The Hobbit reflecting those expectations.
Although the specific Universes Beyond properties for 2027 have not been revealed, Cocks did say that the 2027 parters are “more fantasy-adjacent.” Cocks also alluded to reactions to Marvel Superheroes, noting that, “I don’t think any of them will take place in New York City because we definitely have gotten that feedback from some fans.”
One other fun fact from the call: Goetter said that hobby game stores account for 70% of Magic: The Gathering sales, mass 20%, and international 10%.
The news came after announcement of another blow-out quarter for Wizards of the Coast and Hasbro. Sales in the Wizards of the Coast and Digital Games segment were up 27% to $663.8 million in Q2 2026 from $522.4 million last year, with operating profit for the segment hitting $270 million for the quarter, up from $241.8 million a year ago. WotC’s tabletop gaming sales were up 30% to $528.3 million from $406.3 million last year, with digital and licensed games dragging down the total with a mere 17% growth rate, to $135.5 million for the quarter.
Magic: The Gathering, of course, was the big driver, with sales up 32% to $545.3 million from $412.0 million in 2026, fueled by Marvel Super Heroes and the record release of Secrets of Strixhaven (see “’Secrets of Strixhaven’ Breaks ‘Lorwyn Eclipsed’ Record“).
Hasbro eked out a 5% increase in its consumer products segment and endured declines in entertainment to achieve overall 16% sales growth in the quarter, $1,139.6 million from $980.8 million last year. Net earnings were $160.9 million.
Hasbro took a $56 million impairment charge in digital games, reflecting a more focused strategy pointing to 2028 and beyond. The company plans to focus on TCGs and RPGs; and hopes that a more focused release strategy and more partnerships and lower development costs (due to shifting development to lower cost regions such as Montreal) will improve results in the category.
Cocks was asked how Magic can continue to grow against such strong performance, and he pointed to steadily increasing numbers of players brought in by Universes Beyond and broader distribution as continued growth engines. WotC plans the same number of Magic sets in 2027 as in 2026.
Source: ICv2
