Magic cards help Hasbro raise its full-year targets
· BehindLines newsroom
Hasbro reported a 15% increase in third-quarter revenue on October 20, with growth across all three divisions. The games and toy company also raised its outlook for 2026. Its published results show that Wizards of the Coast and digital gaming expanded considerably faster than consumer products and entertainment, although those businesses also contributed to the overall increase.
Cards lead the way, while toys also grow
Magic: The Gathering generated more than $600 million in quarterly revenue for the first time, according to Hasbro. Sales of the trading card game rose 34%, helped by The Hobbit and Reality Fracture releases. The broader Wizards and digital gaming division grew 31%. These figures describe different categories: Magic's performance should not be read as revenue from screen-based gaming alone. Hasbro
Trade publication The Toy Book also highlights a 4% increase in consumer products and 9% growth in entertainment. Brands including Marvel, KPop Demon Hunters and Transformers supported the toy business. Growth therefore extended beyond one activity, even though the games business advanced at a much faster pace. The Toy Book
Quarterly results and annual expectations differ
Reported operating profit reached $517 million. Adjusted operating profit, which excludes certain items, came to $541 million. The two measures use different calculations. Both benefit from tariff refunds. Hasbro puts the benefit at $7 million for Wizards and digital gaming and $48 million for consumer products, totaling about $55 million from the division figures.
For the full year, Hasbro now expects revenue growth of 7% to 9% at constant exchange rates, compared with its earlier range of 5% to 7%. That target remains a company forecast rather than a result already achieved over twelve months. As the year-end shopping period approaches, subsequent releases and sales across the divisions will show whether the company sustains the trajectory described in its latest report.