Magic: The Gathering’s Final Fantasy Set Makes $200M in a Single Day

Magic: The Gathering x Final Fantasy (Image Credit: Hasbro/Square Enix)

Hasbro’s latest crossover between Magic: The Gathering and Final Fantasy has smashed expectations, pulling in a staggering $200 million in revenue on launch day alone.

The figure was revealed by Hasbro CEO Chris Cocks during the company’s recent Q2 2025 earnings call (via Eurogamer), and it officially makes the set the biggest single-day release in Magic’s history.

To put that in perspective, Hasbro’s previous record-holder—the Lord of the Rings crossover—took around six months to reach the same milestone.

“Lord of the Rings took six months to deliver $200 million of revenue, Final Fantasy took one day, and we left demand on the table,” Cocks said. “I think we increased production runs on it 4x pre-release. It was substantially by many, many very high double-digit percentages ahead of any other production run we've ever done.”

This performance clearly marks a major commercial win for Hasbro and Magic: The Gathering, especially as the company leans heavily into its “Playing to Win” strategy—focusing on IP-driven content and multi-platform monetization. The massive sales also helped drive Hasbro’s Wizards of the Coast and Digital Gaming segment to a 16% year-over-year revenue increase in Q2.

But while shareholders are likely cheering, the Magic fanbase remains a bit divided over the rise of these pop culture crossover sets. On one hand, there's genuine excitement around seeing beloved IPs like Warhammer, The Walking Dead, and now Final Fantasy come to life through collectible cards. They attract new players, create buzz, and deliver flashy, desirable products for collectors and casual fans alike.

On the flip side, longtime Magic players are concerned that Hasbro’s increasing reliance on licensed properties could overshadow the game’s original lore and long-running storylines. The fear is that major narrative arcs—like those seen in Bloomburrow, Phyrexia, or Dominaria—could slowly be pushed aside to make room for the next big media tie-in.

It's a fair debate: from a business perspective, cards featuring iconic characters from massive franchises will almost always out-earn traditional sets. But the question now is whether Magic can continue to balance mass appeal with the deep storytelling that built its dedicated fanbase in the first place.

Interestingly, Hasbro isn’t entirely abandoning its own fantasy universe either. Cocks hinted during the earnings call that the company wants to expand the Magic: The Gathering universe into new mediums like TV shows and films. There's also a broader interest in gaming, with the CEO again referencing the idea of developing Baldur’s Gate 4, though he acknowledged there’s no rush.