Magic: the Gathering

Magic: The Gathering generated $1.72 billion in 2025 revenue, a 59% increase, becoming Hasbro's top profit driver. The surge in card sales coincided with a decline in doll sales, reflecting millennials' shifting spending as economic factors delay adulthood and parenthood. New research reveals a 53% true U.S. homeownership rate (vs. 65% previously reported), with significant disparities among adults under 35.

Hasbro is shifting its focus from children to adult consumers, termed 'kidults,' with a strategy led by CEO Chris Cocks. The company reported a 16% revenue increase to $1.14 billion, driven by the success of 'Magic: The Gathering' card game and new products like Blooms by Play-Doh targeting adult audiences.

Hasbro increased its full-year revenue forecast to 5% to 7% growth in constant currency, citing a record quarter for Magic: The Gathering. The new projection surpasses the previous estimate of 3% to 5% growth.

Alex Kessler, whose grandfather invented a toy hoop in the 1950s and father later revived it through Maui Toys, initially avoided the family business but eventually founded Kess Toys after gaining experience in marketing and video production. He now focuses on creating products rooted in geek culture.

Developers at Wizards of the Coast, a Hasbro subsidiary, are unionizing with the Communications Workers of America (CWA), citing concerns over AI and layoff protections. The effort aligns with the CWA's recent success in organizing tech and video game workers, including a major union at Activision.

Hasbro's preliminary revenue exceeded estimates, primarily driven by strong sales of Magic: The Gathering. The card game's popularity is highlighted by its presence at a New York hobby shop.