What Magic: The Gathering’s record year reveals about America’s stalled adulthood economy
Magic: The Gathering just posted the best year in its three-decade history, generating $1.72 billion in 2025 revenue — a 59% jump that made the card game Hasbro’s single most important profit engine. Even more strikingly, as noted over the weekend by The Wall Street Journal‘s Natasha Khan, the surge in Magic cards is exactly inversely proportional to an equal plunge in doll sales.
Reported by 1 outlet — Fortune. See all sources ↓
Magic: The Gathering just posted the best year in its three-decade history, generating $1.72 billion in 2025 revenue — a 59% jump that made the card game Hasbro’s single most important profit engine. Even more strikingly, as noted over the weekend by The Wall Street Journal‘s Natasha Khan, the surge in Magic cards is exactly inversely proportional to an equal plunge in doll sales. The obvious read is generational: millennials, stereotyped for years as a cohort that refuses to grow up, pouring disposable income into a game they picked up as teenagers. The real story is structural.
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- What's the story?
- Magic: The Gathering just posted the best year in its three-decade history, generating $1.72 billion in 2025 revenue — a 59% jump that made the card game Hasbro’s single most important profit engine. Even more strikingly, as noted over the weekend by The Wall Street Journal‘s Natasha Khan, the surge in Magic cards is exactly inversely proportional to an equal plunge in doll sales.
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What Magic: The Gathering’s record year reveals about America’s stalled adulthood economy
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