MTG’s Universes Beyond became the clear focus in 2025

From a pure business standpoint, there’s nothing ambiguous about it: Wizards of the Coast, particularly Magic, is carrying Hasbro. In Q3 2025, Magic revenue grew 55 percent year over year, with CEO Chris Cocks pointing to a string of blockbuster releases led by Final Fantasy — perhaps the single best-performing set in the game’s history — alongside Edge of Eternities, Marvel’s Spider-Man, and high sales volume through various Secret Lair releases.