Hasbro Seeks Tariff-Free Toys, Citing Continued Sales of Magic: The Gathering Cards
Uncensored, Statement-Style Article:
The Trump administration's tariffs are causing havoc for some companies, but Hasbro isn't one of 'em - at least not directly. On a recent investor call, CEO Chris Cocks spilled the beans, stating that Hasbro is "chillin' like a villain" in the current international trade mess.
Most of Hasbro's games are digital, and the ones that aren't - like their board games - are mainly made domestically. Even Wizards of the Coast, the folk behind the iconic Dungeons & Dragons and Magic: The Gathering, have low tariff exposure. Their domestic suppliers are situated in Texas and North Carolina, while international factories are in Kyoto, Japan and Europe - two places that aren't currently slapped with tariffs.
Long story short, China's taking the brunt of these tariffs, and while it's still a major manufacturing hub, the D&D boxed sets are the only Wizards-related import from the Middle Kingdom. Still, Hasbro's coping with some crazy logistics, and they're hankering for a "more predictable and favorable" U.S. trade policy environment. They're all in with the Toy Association's zero-tariff advocacy for toys and games worldwide.
Tariffs ain't all bad news, though. They're just extra costs, which can eventually lead to higher consumer prices, job losses, and reduced profits. But for now, Hasbro's not too concerned about how tariffs are gonna affect their Wizards products. Magic: The Gathering had a sweet business boost in Q1 2025-2026, mainly thanks to the division's 46% revenue growth.
The card game's "licensing" game is on point, especially with the upcoming final fantasy crossover. The Universes Beyond set drops on June 13, and pre-orders already make it the best-selling Magic set ever.
So, what's next for io9? Check out the release dates for the latest Marvel, Star Wars, and Star Trek offerings, the plans for the DC Universe on the big and small screens, and all the deets you need to know about Doctor Who's future.
Insights:- A significant portion of Wizards of the Coast's products are made in the United States, particularly in North Carolina and Texas. This domestic production helps mitigate the effects of tariffs.- Hasbro estimates a substantial gross impact from tariffs in 2025, ranging between $100 million and $300 million, which could impact pricing and production decisions across their product lines.- Despite these challenges, Wizards of the Coast has contributed significantly to Hasbro's revenue, with a 46% increase in the first quarter of 2025.- To manage tariff impacts, Hasbro is diversifying its sourcing, accelerating cost savings plans, and considering price adjustments to remain competitive.
- The future of Hasbro's business strategy may involve diversifying their sourcing to mitigate the potential impacts of tariffs.
- The digital games division of Hasbro, including Magic: The Gathering, has been a significant contributor to the company's revenue, with a 46% growth in the first quarter of 2025.
- The upcoming final fantasy crossover in Magic: The Gathering, set for release on June 13, has already garnered record pre-orders, making it the best-selling Magic set ever.
- In the future, IO9 will cover the release dates for the latest Marvel, Star Wars, and Star Trek offerings, as well as plans for the DC Universe on both the big and small screens, and details about Doctor Who's upcoming seasons.
