Final Fantasy Magic Expansion Earns $200M in One Day

Jul 24,25

Magic: The Gathering’s Final Fantasy Universes Beyond expansion shattered records, marking the fastest-selling release in the game’s history, according to Hasbro. The collaboration, including Secret Lair drops, sold out at unprecedented speed. While availability of boosters, starter kits, and preconstructed decks has since improved, there was a significant period when demand far outpaced supply, making it nearly impossible to find Magic x Final Fantasy products.

The numbers behind its success are staggering. The set generated $200 million in revenue in just one day—a figure that took Magic: The Gathering’s Lord of the Rings set six months to reach. This milestone was revealed during Hasbro’s Q2 earnings call, where the company also reported a 23% year-over-year increase in Magic revenue, driven largely by the Final Fantasy launch.

Chris Cox, CEO of Hasbro, highlighted the set’s exceptional performance during the investor Q&A, noting that Final Fantasy brought more new players into retail stores over a two-week span than any other set had in 12 weeks. When asked how the release compared to expectations, Cox stated:

"In terms of Final Fantasy and how it met expectations, I’ll give you a comparison between two of our biggest universes at the onset. Lord of the Rings took six months to deliver $200,000,000 of revenue. Final Fantasy took one day. And we left demand on the table. We couldn’t produce enough. We increased production runs four times pre-release. It was substantially, by many, many very high double-digit percentages, ahead of any other production run we’ve ever done."

"We left the market wanting more. Our expectation is there will be a nice long tail of backlist sales for this product. We’re still selling Lord of the Rings product today. Even though it hit $200 million in December ’22, we’ve sold a substantial percentage in the years since. We expect Final Fantasy to be no different."

"It’s partially what’s powering our backlist, which in just five and a half months has already outperformed any full-year backlist sales we’ve had before. That’s part of our confidence in Final Fantasy. What drove its success? A few things. First, it’s about finding the right IPs—ones that align well with Magic fans or open the game to new audiences."

"Lord of the Rings was a fantastic fit—it’s the foundation of fantasy, with major books, films, animation, and games. Final Fantasy is almost as strong, if not stronger in some regions. It has broader cross-regional appeal and a deeper connection to gaming, since it originated in the medium. The overlap between fan bases was likely even stronger than with Lord of the Rings."

In a follow-up, Cox expressed strong confidence in upcoming collaborations and first-party sets next year, describing them as potentially “Final Fantasy-like” in terms of player appeal, community size, and strategic alignment.

This momentum bodes well for fans of crossover content. Following the recent Sonic the Hedgehog Secret Lair release, themed sets for Spider-Man (September) and Avatar: The Last Airbender (November) are already confirmed. Given the historic performance of Final Fantasy, further high-profile collaborations are increasingly likely. In the meantime, Hasbro is expected to maintain steady availability of Final Fantasy cards, ensuring more players can access the set long after its explosive debut.

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