Final Fantasy Magic: The Gathering Set Shatters Records, Shields Hasbro from Tariffs
The upcoming Magic: The Gathering (MTG) Final Fantasy set is already making waves, and it hasn't even been released yet! According to Hasbro CEO Chris Cocks, during an investor call on April 24, the Final Fantasy collaboration is officially the best-selling MTG set of all time based on pre-order sales alone. This impressive feat highlights the power of Universes Beyond and its ability to captivate both veteran and new players.
"Final Fantasy will be the best-selling set of all time on day one. It already is," Cocks stated, emphasizing the set's unprecedented popularity. The high prices of preorders, which began in February, have undoubtedly contributed to this milestone. Despite being Standard-legal, Final Fantasy products are commanding prices typically seen with premium sets like Horizons or Masters sets, hinting at the set's perceived value and desirability.
The success of Universes Beyond underscores a broader strategy Cocks highlighted: "It’s very clear to us that Universes Beyond as a strategy has increased the total active install base of Magic players, both in terms of reigniting lapsed fans as well as bringing in new fans." This strategy is proving crucial for Hasbro, especially as it navigates challenges related to tariffs.
In fact, Magic: The Gathering appears to be playing a vital role in shielding Hasbro from the impact of US tariffs on China. With a significant portion of MTG production based in the United States, Kyoto, Japan, and Europe, the company has a “buffer” against these pressures. Cocks stated that Hasbro has "more of a buffer than the typical toy company" due to domestic or digitally-based parts of the business and that "the momentum in Wizards provides a strategic buffer as we navigate wider cost pressures" Wizards of the Coast (WotC), the division behind MTG and Dungeons & Dragons, outperformed expectations in the first quarter of 2025, with MTG revenue soaring by 45% year-on-year.
While other divisions are feeling the pinch, WotC's robust performance, driven by Magic's strong sales, including backlist titles and the upcoming Universes Beyond sets, including the highly anticipated Final Fantasy set arriving on June 13, provides a crucial safety net.
However, Hasbro's CEO did express concerned about the broader impact of tariffs, stating, “Ultimately, tariffs translate into higher consumer prices, potential job losses as we adjust to absorb increased costs, and reduced profit for our shareholders.” While MTG is providing some insulation, the need for broader tariff exemptions remains a concern for the toy industry.
The success of Magic: The Gathering, particularly the groundbreaking pre-order sales of the Final Fantasy set, signifies not only the game's enduring popularity but also its strategic importance to Hasbro during a challenging economic climate. What do you think of Universes Beyond sets? Are you excited for the Final Fantasy release? Share your thoughts in the comments below!
