Magia Record

A white creature named Kyubey has the power to grant girls any single wish. In exchange for that wish, however, they must become magical girls and fight against creatures known as Witches. A rumor soon begins to spread among magical girls that they can be saved from their duty by going to Kamihama City.

Iroha Tamaki, a girl who had originally forgotten the wish she made to become a magical girl, encounters a smaller Kyubey named Lil' Kyubey and remembers that she made a wish to cure her younger sister Ui of her illness. Realising that all evidence of Ui's existence has disappeared, Iroha travels to Kamihama City in order to find answers, where she meets with Yachiyo Nanami, a veteran magical girl. Uncertain on how to proceed in finding her sister, Iroha decides to investigate rumors on a hunch that it might give clues to her sister's whereabouts. She learns that these rumors manifest into uwasa, creatures which resemble witches and also have their own labyrinths. Iroha gradually manages to establish her own group of magical girls which consists of Yachiyo Nanami, Tsuruno Yui, Felicia Mitsuki, Sana Futaba, and herself. However Iroha and her group conflict with the Magius, a mysterious organization of magical girls which advocates for the "salvation" of magical girls and who are bent on protecting the uwasa. The Magius is led by Alina Gray, Nemu Hiiragi, and Touka Satomi; the latter two of whom were Ui's close friends, but who now no longer have any memories of her.

With Iroha and her group managing to take down several uwasa across Kamihama City, the Magius takes drastic measures. Mifuyu, a senior member and former long-time friend of Yachiyo, orchestrates a plan to convince Iroha's group to join the Magius. She invites Iroha's group to a lecture where they are informed about the true nature of magical girls; that their soul gems are directly linked to their own lives, and that they are fated to become witches themselves. Mifuyu also informs them that Magius created the doppel system which essentially circumvents their cruel fate. However this system is only in place in Kamihama City, with the group planning to extend this to the whole world. Iroha disagrees with the group's extreme methods and refuses to join the Magius, but Felicia, Tsuruno, and Sana are brainwashed into joining. Yachiyo, who didn't attend the lecture, but who was long aware of the truth of magical girls, relents after finding out that Iroha's group was essentially dissolved by Mifuyu's actions. Iroha convinces Yachiyo to regain her resolve to help her win back their former comrades.

The Magius leaders decide to resort to more extreme methods, which involve brainwashing its own members, causing the defection of the disillusioned Mifuyu who covertly dispels Felicia and Sana's brainwashing. Tsuruno is fused to an uwasa. The brainwashing of Tsuruno with an uwasa causes them to indiscriminately lure in and harvest energy from any Non-Magius person it can. Iroha's group manages to reverse Tsuruno's condition and meets up with Mitama Yakumo and makes a plan to gather all of the city's magical girls at her place for their safety.

Kamihama's magical girls go to the Magius' headquarters, which is inside an uwasa's labyrinth to fight against the group head on. They learn that the Magius plans to lure Walpurgisnacht, an infamous colossal witch, to Kamihama City and have it fight against a creation of its own which the group names "Eve" in order to gather enough energy to expand the doppel system, potentially endangering the city's populace. Iroha learns that Eve and Ui are one and the same, and eventually manages to convince Nemu and Touka of Ui's existence. Alina proceeds to release Eve to Kamihama City as originally planned. Meanwhile, Kamihama's magical girls regroup at the city center to stop both Eve and Walpurgisnacht, but not before the two cause widespread destruction. Iroha successfully reverts Ui back to her normal form and the Walpurgisnacht is finished off by a combined attack by Yachiyo and Iroha.

The magical girls of Kamihama City form an alliance called the Kamihama Magia Union. Meanwhile, Iroha deals with the kimochi, a new kind of creature distinct from uwasa and witches. The Promised Blood, another group of magical girls from outside the city, come to Kamihama to exact their grievances. Some remnants of the Magius also regroup as the Neo-Magius.

After the events of Arc 2, Iroha, Ui, Touka, Nemu, and Lil' Kyubey recruit the help of the Magical Girls in Kamihama City to collect the record from several Magical Girls in the past:

• Tsuyu Mizuna and Chizuru, two Magical Girls from Kamihama during the Sengoku period
• Ebony, a Magical Girl at Cleopatra's service during the Battle of Actium
• Olga and Gunhild, two Vikings living in Norway during the Battle of Stamford Bridge
• Heruka, a Tibetan Magical Girl living during the Mongol invasions of Tibet
• Toyo, the successor of the Yamatai queen Himiko
• Amaryllis, a Roman Magical Girl who lived in Pompeii during the eruption of Mount Vesuvius in 79 AD

A manga adaptation based on Magia Record illustrated by Fujino Fuji has been serialized in Manga Time Kirara Forward magazine since August 24, 2018.[19] Yen Press is publishing the series in English.[20]

The game also inspired a stage play adaptation that was produced from August 24 to September 9, 2018.[21] The characters were portrayed by the Japanese idol group girl Hiragana Keyakizaka46.[22] The Blu-ray and DVD for the stage adaptation was released on February 27, 2019.[23]

An anime television series adaptation by Shaft was announced in September 2018 and was originally scheduled to premiere in 2019,[24] but it was delayed, instead airing between January 4 and March 28, 2020 on Tokyo MX, GYT, GTV, BS11, and MBS. The series is directed and written by Doroinu of Gekidan Inu Curry, with Yukihiro Miyamoto serving as assistant director, Junichirō Taniguchi serving as character designer, and Takumi Ozawa composing the series' music.[25] Akiyuki Shinbo serves as animation supervisor. The cast reprise their roles from the game.[26] TrySail performed the series' opening theme song "Gomakashi" (ごまかし), while ClariS performed the series' ending theme song "Alethea" (アリシア, Arishia).[27] Aniplex of America has licensed the series, and began streaming the series on FunimationNow and AnimeLab from January 4, and on Crunchyroll and Hidive from January 11.[28] In Southeast Asia, Plus Media Networks Asia aired a simulcast on Aniplus Asia.[29] The first season ran for 13 episodes,[30] with a second season announced at the end of the first season's final episode.[31] In Italy, the series was simulcast on VVVVID.[32]

The second season, titled The Eve of Awakening (覚醒前夜, Kakusei Zen'ya), aired from August 1 to September 26, 2021.[33] ClariS performed the second season's opening theme song "Careless" (ケアレス, Kearesu), while TrySail performed the second season's ending theme song "Lapis".

The third and final season, titled Dawn of a Shallow Dream (浅き夢の暁, Asaki Yume no Akatsuki), was originally set to premiere at the end of 2021, but was delayed due to production issues.[34][35] It aired on April 3, 2022, with all four episodes airing back-to-back. ClariS and TrySail performed the third season's ending theme song "Orgel" (オルゴール, Orugōru, Music Box).[36]