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Magic: The Gathering Generates $1 Billion in Sales for First Time



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Richard Neal has been playing Magic: The Gathering, a fantasy card game, for nearly two decades. Two or three nights a week, he heads to Mox Boarding House, a game store in Bellevue, Wash., wielding a deck he has painstakingly built over the years. “I go there probably more that my fiancé would like,” said Mr. Neal, a 31-year-old software engineer for Apple. His devotion, and that of millions of other fans, has helped Hasbro steadily build the game into a global behemoth.On Thursday, the company announced that Magic had become its first billion-dollar brand in terms of annual sales, surpassing other toy lines in its stable, like Transformers and G.I. Joe.That milestone was achieved after 30 years of nurturing the game for longtime fans while finding ways to coax new players to pick it up. It was a “winning playbook,” as Chris Cocks, the chief executive of Hasbro, …

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