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Hasbro's 2027 Magic Pipeline: Can New Sets Extend the Growth Run?
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Key Takeaways
Hasbro plans six major Magic releases in 2027, each with full product lineups to boost sales potential.
Backlist sales surpassed 2025 levels, while expanding retail distribution and player engagement aid growth.
HAS expects mid-to-high-single-digit Magic revenue growth in 2027, despite rising royalties and amortization.
Hasbro, Inc. (HAS - Free Report) is positioning its Magic: The Gathering franchise for another year of growth in 2027, building on record-breaking performance in 2026. The company expects its expanding player base, broader retail distribution and an attractive release pipeline to sustain the franchise's momentum.
During the third-quarter 2026 earnings call, management highlighted plans for six major Magic releases in 2027, each featuring a full product lineup, including Commander Decks and collectible products. Hasbro believes this broader offering could significantly enhance sales potential, as sets with complete product suites historically generate substantially higher revenues.
Marvel Darkhold Destiny, featuring an original storyline and a new character, is among the announced releases. Hasbro also plans to introduce additional exciting intellectual property collaborations, with more details expected in the coming months.
The company's growth strategy extends beyond new releases. Strong backlist sales and Secret Lair performance indicate that existing players continue to engage with the franchise while newcomers are increasingly joining the ecosystem. Management noted that backlist sales have already surpassed the full-year 2025 level, highlighting improving player retention and repeat purchases.
Distribution expansion provides another growth driver. Hasbro reported substantial increases in Wizards Play Network stores and mass-market retail availability, improving product accessibility. The company is also scaling production capacity to meet rising demand. Management expects Magic revenues to grow at a mid-to high-single-digit rate in 2027. While higher royalties and video game-related amortization could pressure profitability, the deeper release pipeline and expanding fan base position the franchise favorably.
Overall, Hasbro's 2027 Magic pipeline appears promising, although execution, product reception and demand sustainability remain important factors.
HAS Faces Competition From Mattel and JAKKS Pacific
Mattel, Inc. (MAT - Free Report) competes with Hasbro in toys, games and entertainment-driven products. The company’s portfolio includes Barbie, Hot Wheels and UNO, while its digital gaming and entertainment initiatives provide opportunities to expand consumer engagement. Mattel is also leveraging its intellectual property through licensing and cross-platform experiences. However, unlike Hasbro's Magic: The Gathering franchise, Mattel's business is more heavily dependent on traditional toys and entertainment partnerships.
JAKKS Pacific, Inc. (JAKK - Free Report) competes with Hasbro through action figures, licensed toys and entertainment-based collectibles. Its partnerships with major entertainment franchises, including Disney and Nintendo, help drive demand around movie releases and gaming launches. In the third quarter of 2026, JAKKS Pacific's net sales increased 20% year over year to $254.2 million, supported by growth in toys and consumer products. However, its business remains more exposed to seasonal demand and licensing cycles. Compared with JAKKS Pacific, Hasbro benefits from Magic's recurring card releases, organized play and an established player community.
HAS’ Stock Price Performance & Valuation Trend
Shares of this games and toys manufacturer have gained 57.2% in the past year, outperforming the Zacks Toys - Games - Hobbies industry and the broader Consumer Discretionary sector, but underperforming the S&P 500 Index.
Image Source: Zacks Investment Research
HAS stock is currently trading at a premium to its industry peers, with a forward 12-month price-to-earnings (P/E) ratio of 17.93, as shown in the chart below.
Image Source: Zacks Investment Research
Earnings Estimate Revision of HAS
HAS’ earnings estimates for 2026 and 2027 have trended upward in the past 30 days to $6.85 and $6.98 per share, respectively. The revised estimates for 2026 and 2027 imply year-over-year growth of 23.7% and 1.9%, respectively.
View the Zacks #1 Rank List
Image: Bigstock
Hasbro's 2027 Magic Pipeline: Can New Sets Extend the Growth Run?
Key Takeaways
Hasbro, Inc. (HAS - Free Report) is positioning its Magic: The Gathering franchise for another year of growth in 2027, building on record-breaking performance in 2026. The company expects its expanding player base, broader retail distribution and an attractive release pipeline to sustain the franchise's momentum.
During the third-quarter 2026 earnings call, management highlighted plans for six major Magic releases in 2027, each featuring a full product lineup, including Commander Decks and collectible products. Hasbro believes this broader offering could significantly enhance sales potential, as sets with complete product suites historically generate substantially higher revenues.
Marvel Darkhold Destiny, featuring an original storyline and a new character, is among the announced releases. Hasbro also plans to introduce additional exciting intellectual property collaborations, with more details expected in the coming months.
The company's growth strategy extends beyond new releases. Strong backlist sales and Secret Lair performance indicate that existing players continue to engage with the franchise while newcomers are increasingly joining the ecosystem. Management noted that backlist sales have already surpassed the full-year 2025 level, highlighting improving player retention and repeat purchases.
Distribution expansion provides another growth driver. Hasbro reported substantial increases in Wizards Play Network stores and mass-market retail availability, improving product accessibility. The company is also scaling production capacity to meet rising demand.
Management expects Magic revenues to grow at a mid-to high-single-digit rate in 2027. While higher royalties and video game-related amortization could pressure profitability, the deeper release pipeline and expanding fan base position the franchise favorably.
Overall, Hasbro's 2027 Magic pipeline appears promising, although execution, product reception and demand sustainability remain important factors.
HAS Faces Competition From Mattel and JAKKS Pacific
Mattel, Inc. (MAT - Free Report) competes with Hasbro in toys, games and entertainment-driven products. The company’s portfolio includes Barbie, Hot Wheels and UNO, while its digital gaming and entertainment initiatives provide opportunities to expand consumer engagement. Mattel is also leveraging its intellectual property through licensing and cross-platform experiences. However, unlike Hasbro's Magic: The Gathering franchise, Mattel's business is more heavily dependent on traditional toys and entertainment partnerships.
JAKKS Pacific, Inc. (JAKK - Free Report) competes with Hasbro through action figures, licensed toys and entertainment-based collectibles. Its partnerships with major entertainment franchises, including Disney and Nintendo, help drive demand around movie releases and gaming launches. In the third quarter of 2026, JAKKS Pacific's net sales increased 20% year over year to $254.2 million, supported by growth in toys and consumer products. However, its business remains more exposed to seasonal demand and licensing cycles. Compared with JAKKS Pacific, Hasbro benefits from Magic's recurring card releases, organized play and an established player community.
HAS’ Stock Price Performance & Valuation Trend
Shares of this games and toys manufacturer have gained 57.2% in the past year, outperforming the Zacks Toys - Games - Hobbies industry and the broader Consumer Discretionary sector, but underperforming the S&P 500 Index.
Image Source: Zacks Investment Research
HAS stock is currently trading at a premium to its industry peers, with a forward 12-month price-to-earnings (P/E) ratio of 17.93, as shown in the chart below.
Image Source: Zacks Investment Research
Earnings Estimate Revision of HAS
HAS’ earnings estimates for 2026 and 2027 have trended upward in the past 30 days to $6.85 and $6.98 per share, respectively. The revised estimates for 2026 and 2027 imply year-over-year growth of 23.7% and 1.9%, respectively.
Image Source: Zacks Investment Research
HAS currently sports a Zacks Rank #1 (Strong Buy). You can see the complete list of today’s Zacks #1 Rank stocks here.