Magic: The Gathering is working with Marvel on a Spider-Man-themed set of cards. But with so many secrets between them, how will both companies collaborate?
According to Hasbro CEO Chris Cox, The Lord of the Rings: Tales of Middle-earth set for Magic: The Gathering earned the game and toy company some $200 million over six months — roughly double the revenue generated by its other historically high-performing sets of trading cards. That’s why he announced to investors in 2023 that he wants two similarly high-performing sets each year going forward. Today that production pipeline comes more firmly into focus, heralded by the announcement of a Spider-Man-themed set of cards in 2025. It seems that the Universes Beyond initiative, which licenses outside franchises for the world of Magic, is really paying off. But, according to Wizards of the Coast’s vice president of design Aaron Forsythe, timing and transparency will be key going forward.
For an indication of the potential pitfalls in working with outside partners, look no further than one of tabletop gaming’s other 800-pound gorillas, Games Workshop.
