When Magic: The Gathering’s Final Fantasy crossover set shattered the sales record previously held by The Lord of the Rings, it seemed an impossible figure. More than $200 million in revenue in a single day? The Lord of the Rings: Tales of Middle-earth took six months to reach that same milestone. Now, more than a year after its initial release, Final Fantasy has been dethroned by yet another Universes Beyond set — sort of.
Hasbro published its latest quarterly earnings results on Tuesday morning for Q2 2026. In an accompanying press release, CEO Chris Cocks said that Magic: The Gathering eclipsed $500 million in quarterly revenue for the first time in the game’s 33-year history, “led by the record-breaking debut of Marvel Super Heroes.” Notably, Secrets of Strixhaven was the only other set released in Q2, and it was already declared the best-selling in-universe set of all time during a May earnings call. Both sets led to a 32% increase in revenue for Magic in Q2.
During Tuesday’s earnings call, Cocks referred to the Marvel Super Heroes set, which was released globally on June 26, as the largest day one release ever. “Marvel Super Heroes set a record for day one and month one revenue and became the fastest set to reach $300 million in revenue with solid reorders and sell-through,” he said, referring to Magic as “one of the most consistent compounding franchises in entertainment” and “a genuine peer to the biggest names in gaming.”
Later in the call, when pressed for clarification about whether Marvel Super Heroes had become Magic’s biggest set ever, Cocks backpedaled somewhat. “Who’s ultimately going to take the title as the biggest Magic set of all time?” he said. “Currently it’s Final Fantasy. Final Fantasy is fantastic. It continues to get reordered today.”
Magic’s initial batch of Final Fantasy products included four preconstructed Commander decks. According to data from EDHREC, one of those Commanders — Y’shtola, Night’s Blessed — is one of the most popular Commanders of the past two years. Wizards of the Coast also released four scene boxes and a special Chocobo Bundle for the set four months after its initial launch.
Chief Financial Officer Gina Goetter also said outright that Marvel Super Heroes is the “second largest” Universes Beyond set ever, noting that it’s “not quite as big as Final Fantasy yet.” That “yet” is telling. It’s possible, albeit unlikely, that Marvel Super Heroes will have the same kind of long-term appeal.
For now, the distinction is simple: Marvel Super Heroes had the biggest launch in Magic history and won the race to $300 million, but Final Fantasy remains the best-selling set overall. Whether Marvel can close that gap will depend on its staying power — and whether Hasbro can keep selling it long after the initial hype subsides. That may depend on the currently unannounced Universes Beyond sets Wizards plans to release in 2027. If Marvel can’t quite top Final Fantasy, then what can?
