Hasbro says Magic sales surge as Commander grows with digital and Universes Beyond

Hasbro’s latest quarter gave Commander players a rare kind of signal: the business side of Magic is not just healthy, it is leaning harder into the exact mix of collectability and multiplayer play that keeps Commander at the center of the game. The company said revenue rose 13 percent to $1 billion, while Wizards and Digital Gaming revenue climbed 26 percent and Magic: The Gathering grew 36 percent, powered by Lorwyn Eclipsed, Teenage Mutant Ninja Turtles Universes Beyond, and continuing backlist strength. Operating profit reached $270 million, with adjusted operating profit at $287 million.

Chris Cocks said Lorwyn Eclipsed and Secrets of Strixhaven were back-to-back best-selling Magic premier sets, with Secrets of Strixhaven quickly overtaking Lorwyn Eclipsed. He also said Teenage Mutant Ninja Turtles exceeded internal expectations and that 2026 is already tracking as the third-largest backlist year in Magic history, helped by continued sales of Avatar: The Last Airbender and Final Fantasy products. Read plainly, that is Hasbro saying Magic is pulling from every lane at once: in-universe premier sets, crossover releases, and older product still moving.

For Commander, the more revealing part is where Cocks pointed the growth. He said Universes Beyond has been one of Hasbro’s most successful new-player adoption efforts, and he stressed that Magic’s future digital iterations will lean into more Universes Beyond, more collectability, more tradability, and more social, multiplayer-oriented play. He also said Arena was built around Standard, but much of Magic’s growth has come from collectability and social formats like Commander. Wizards’ own Arena announcement puts a concrete timeline on that direction: Magic: The Gathering | Marvel Super Heroes arrives on MTG Arena on June 23, 2026, with preorders starting June 2, and all past and future Marvel sets will be on Arena.

That Arena rollout matters because Wizards said the digital version will include craftable face and featured commanders from the set’s four Commander decks, along with source-material cards and cards from Jumpstart, the Beginner Box, and Scene Boxes. Commander itself remains the familiar 100-card, 40-life, multiplayer format, and that is exactly why Hasbro seems to view it as such a strong fit for the next phase of Magic online. Commander fans should watch three things next: how deeply Marvel deck content is exposed on Arena, whether more Commander-adjacent cards are made craftable in future crossover sets, and how far Wizards pushes multiplayer and collectability as the digital brand keeps expanding.