If it felt like every table at your local shop was cracking Marvel packs this summer, the numbers back you up. Hasbro CFO Gina Goetter told analysts on the company's Q2 earnings call that Magic: The Gathering - Marvel Super Heroes has now outsold the Lord of the Rings set. That makes it the second-biggest Universes Beyond release in Magic's history. Universes Beyond is the crossover line, where Magic borrows somebody else's characters instead of its own.
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See how it worksThe headline figure comes from Hasbro's Q2 2026 results, which confirm Magic "eclipsed $500 million in quarterly revenue for the first time in its 30-plus year history".
The more interesting detail is how. CEO Chris Cocks said Marvel set records for both day-one and month-one revenue, helped by deliberately larger initial print runs, and that it sold unusually well to brand-new players and outside the usual hobby channels. Printing to demand rather than to scarcity is a change of habit, and a welcome one if you have ever watched a set evaporate in a fortnight.
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Set up your group for freeGoetter also split out where the money comes from: hobby game stores are 70 per cent of Magic sales, mass retail 20 per cent, international 10 per cent. Your local shop is still where most of this sells.
On what comes next, Cocks was candid. The Hobbit is not expected to hit Marvel numbers, and it will ship with fewer SKUs and a smaller set to match. The 2027 Universes Beyond partners have not been named, but he described them as "more fantasy-adjacent", which reads like a step back towards swords and sorcery after a year of capes.
He also acknowledged fan reaction to the Marvel set and hinted the 2027 sets will go somewhere else. "I don't think any of them will take place in New York City because we definitely have gotten that feedback from some fans."
