Magic's Universes Beyond Era: From The Walking Dead to Half the Release Calendar
Magic’s crossover program began with the 2020 Secret Lair x The Walking Dead release, became the Universes Beyond brand in 2021, and was given a stated reprint path for mechanically unique Secret Lair cards. Wizards then moved licensed properties into major retail sets and, for 2025, scheduled three Universes Beyond sets in a six-set calendar while making new Universes Beyond booster sets legal in all Constructed formats; it announced the same three-and-three split for 2027. Hasbro reported Magic revenue growth of 59 percent in 2025, a growth rate it attributed first to Universes Beyond, followed by backlist and Secret Lair; its Wizards of the Coast and Digital Gaming segment generated $1,007 million of operating profit, an absolute figure, at a 46.0 percent operating margin, while Final Fantasy became the highest-selling Magic set by net revenues. The financial disclosures remain aggregated: Hasbro does not disclose license costs, individual Universes Beyond-set revenue, or a separate contribution from Secret Lair, even as it said Marvel Super Heroes led Magic past $500 million in quarterly revenue for the first time and the Final Fantasy quarter also included a $1.0 billion non-cash goodwill impairment.
Key moments
- Oct 4, 2020Secret Lair x The Walking Dead crossover began
- Feb 25, 2021Wizards established Universes Beyond as a Magic brand
- Jun 7, 2021Wizards set a reprint path for Universes Beyond Secret Lair cards
- Oct 16, 2023Wizards announced Play Boosters
- Oct 25, 2024Wizards set a six-release Magic calendar for 2025
- Oct 25, 2024Wizards made new Universes Beyond booster sets legal in all Constructed formats
- Jun 13, 2025Magic: The Gathering—FINAL FANTASY released
- Jul 23, 2025Final Fantasy becomes the biggest set release in Wizards history, in a quarter Hasbro wrote down by $1 billion
- Feb 10, 2026Hasbro's year is carried by Magic, and Hasbro says Universes Beyond is why
- Jul 21, 2026Hasbro said Magic exceeded $500 million in quarterly revenue
- Oct 5, 2026Wizards rebuilds what is inside a booster, starting with the first set of 2027
- Oct 10, 2026A second Marvel set is dated for April 2027, with an original story written for Magic
In numbers
Data and sources (2 points)
| Date | Magic: The Gathering revenue growth, year over year | Entry |
|---|---|---|
| Jul 23, 2025 | 23% | Final Fantasy becomes the biggest set release in Wizards history, in a quarter Hasbro wrote down by $1 billion |
| Feb 10, 2026 | 59% | Hasbro's year is carried by Magic, and Hasbro says Universes Beyond is why |
Timeline
Earlier years show only their entries' dates and titles. Click a year heading to show the details.
20269 entries
- AnnouncementKey moment
A second Marvel set is dated for April 2027, with an original story written for Magic
Image: Wizards of the Coast, press image · source · editorial use Wizards announced Magic: The Gathering | Marvel: Darkhold Destiny for 9 April 2027, its second Marvel crossover after Spider-Man in 2025, and said it had worked with Marvel on an all-new original story rather than adapting an existing one. Preorders opened the same day.
- Wizards of the Coast · Oct 10, 2026 ·
The set releases on April 9, 2027, and is available for preorder now from your local game store, TCGplayer, Amazon, and elsewhere Magic is sold.
Editor's note: Date taken from the article page's own markup, which prints it as "Oct 5, 2026" / "Oct 10, 2026"; the fetcher strips markup, so a re-check that reports no date on the page is reading the stripped text.
- Wizards of the Coast · Oct 10, 2026 ·
- AnnouncementKey moment
Wizards rebuilds what is inside a booster, starting with the first set of 2027
Image: Wizards of the Coast, press image · source · editorial use Wizards said it would change Play Boosters and Collector Boosters from Nauctis: The Sunken Realm, the first Magic set of 2027 — adding more chances at traditional foil Japan Showcase cards and higher rare drop rates, and removing foil commons and uncommons. It is a change to the unit the whole business sells, announced three months before it takes effect.
- Wizards of the Coast · Oct 5, 2026 ·
Starting with Nauctis: The Sunken Realm, the first Magic set of 2027, we're making a series of changes to Play Boosters and Collector Boosters that reflect what we've learned about what players actually love to open.
Editor's note: Date taken from the article page's own markup, which prints it as "Oct 5, 2026" / "Oct 10, 2026"; the fetcher strips markup, so a re-check that reports no date on the page is reading the stripped text.
- Wizards of the Coast · Oct 5, 2026 ·
- FinancialKey moment
Hasbro said Magic exceeded $500 million in quarterly revenue
Hasbro said Magic: The Gathering exceeded $500 million in quarterly revenue for the first time. It said the result was led by the debut of Marvel Super Heroes.
- Hasbro · Jul 21, 2026 ·
Magic: The Gathering eclipsed $500 million in quarterly revenue for the first time in its 30-plus year history, led by the record-breaking debut of Marvel Super Heroes
result of Magic: The Gathering | Marvel Super Heroes released.
Editor's note: The cited Hasbro press release, dated July 21, 2026, states that Magic: The Gathering eclipsed $500 million in quarterly revenue for the first time and that the result was led by the record-breaking debut of Marvel Super Heroes.
- Hasbro · Jul 21, 2026 ·
- Announcement
Wizards set a three-and-three Magic calendar for 2027
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said 2027 would have three Magic Multiverse sets and three Universes Beyond sets. It said the releases would alternate between the two categories.
- Wizards of the Coast · Jul 17, 2026 ·
First, 2027 will feature three Magic Multiverse sets and three Universes Beyond sets, alternating between the two.
Editor's note: Date taken from the article page's own markup, which prints it next to the headline; the fetcher strips markup, so a re-check reporting that the page carries no date is reading the stripped text, not the page. Confirmed against the page on 2026-10-11.
- Wizards of the Coast · Jul 17, 2026 ·
- Launch
Magic: The Gathering | Marvel Super Heroes released
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said Magic: The Gathering | Marvel Super Heroes would release on June 26, 2026. The release brought Marvel Universe stories to Magic: The Gathering.
- Wizards of the Coast · Jun 2, 2026 ·
Bring the stories of the Marvel Universe to your battlefield for the team-up of a lifetime when Magic: The Gathering | Marvel Super Heroes releases on June 26, 2026!
led to Hasbro said Magic exceeded $500 million in quarterly revenue.
Editor's note: The cited Wizards of the Coast page states that Magic: The Gathering | Marvel Super Heroes releases on June 26, 2026, and says it brings stories of the Marvel Universe to Magic.
- Wizards of the Coast · Jun 2, 2026 ·
- Financial
Hasbro attributed Magic growth to Q1 releases and backlist titles
Hasbro said Magic: The Gathering growth was fueled by Lorwyn Eclipsed, Teenage Mutant Ninja Turtles Universes Beyond, and backlist titles. The company identified those products in its first-quarter 2026 results.
- Hasbro · May 20, 2026 ·
MAGIC: THE GATHERING growth was fueled by Q1 releases of Lorwyn Eclipsed and Teenage Mutant Ninja Turtles Universes Beyond, along with continued strength in backlist titles.
Editor's note: The cited Hasbro release, published May 20, 2026, reports first-quarter 2026 results and explicitly says Magic: The Gathering growth was fueled by Lorwyn Eclipsed, Teenage Mutant Ninja Turtles Universes Beyond, and backlist titles.
- Hasbro · May 20, 2026 ·
- Launch
Magic: The Gathering | Teenage Mutant Ninja Turtles released
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said Magic: The Gathering | Teenage Mutant Ninja Turtles would release on March 6, 2026. It said the product was available for preorder through game stores, TCGplayer, Amazon, and other sellers.
- Wizards of the Coast · Feb 18, 2026 ·
Magic: The Gathering | Teenage Mutant Ninja Turtles releases on March 6, 2026, and is available for preorder now from your local game store, TCGplayer, Amazon, and elsewhere Magic is sold.
Editor's note: The cited Wizards of the Coast page states that Magic: The Gathering | Teenage Mutant Ninja Turtles releases on March 6, 2026, and is available for preorder from local game stores, TCGplayer, Amazon, and elsewhere Magic is sold.
- Wizards of the Coast · Feb 18, 2026 ·
- Report
The annual report names Final Fantasy the highest-selling set of all time
Hasbro's 10-K described a record year for Magic supported by Universes Beyond sets such as Avatar: The Last Airbender and Final Fantasy, and stated that Final Fantasy was the highest selling set of all time by net revenues. It is the clearest statement in a filing that the licensed sets, not the in-universe ones, are what moved the number.
- U.S. Securities and Exchange Commission · Feb 25, 2026 ·
MAGIC: THE GATHERING had a record year, supported by the success of its Universes Beyond sets such as Avatar: The Last Airbender and Final Fantasy, which was the highest selling set of all-time based on net revenues.
- U.S. Securities and Exchange Commission · Feb 25, 2026 ·
- FinancialKey moment
Hasbro's year is carried by Magic, and Hasbro says Universes Beyond is why
Full-year 2025 results put Hasbro revenue up 14 percent on record 45 percent growth in the Wizards of the Coast and Digital Gaming segment, with Magic revenues up 59 percent. Hasbro attributed that to Universes Beyond sets, backlist and Secret Lair, in that order. Segment operating profit reached $1,007 million at a 46.0 percent margin while Consumer Products and Entertainment both fell 4 percent.
- Hasbro · Feb 10, 2026 ·
MAGIC: THE GATHERING revenues increased 59% powered by Universes Beyond sets, backlist and Secret Lair.
- Hasbro · Feb 10, 2026 ·
20257 entries
- Launch
Magic: The Gathering | Avatar: The Last Airbender released
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said Magic: The Gathering | Avatar: The Last Airbender would release worldwide on November 21, 2025. The statement gave the worldwide release date.
- Wizards of the Coast · Oct 29, 2025 ·
Get out of your iceberg and start playing Magic! Magic: The Gathering | Avatar: The Last Airbender releases worldwide on November 21, 2025.
Editor's note: The cited Wizards of the Coast page states that Magic: The Gathering | Avatar: The Last Airbender releases worldwide on November 21, 2025. The quoted text appears on the page.
- Wizards of the Coast · Oct 29, 2025 ·
- Announcement
Wizards said 2026 would have seven Magic sets
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said 2026 would have seven Magic sets. The statement announced the number of sets planned for that year.
- Wizards of the Coast · Sep 26, 2025 ·
Yes, that means that 2026 will have seven Magic sets.
Editor's note: Date taken from the article page's own markup, which prints it next to the headline; the fetcher strips markup, so a re-check reporting that the page carries no date is reading the stripped text, not the page. Confirmed against the page on 2026-10-11.
- Wizards of the Coast · Sep 26, 2025 ·
- Launch
Magic: The Gathering | Marvel's Spider-Man released
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said Magic: The Gathering | Marvel's Spider-Man would arrive on September 26, 2025. The company said it was providing product information for the set.
- Wizards of the Coast · Aug 29, 2025 ·
Magic: The Gathering | Marvel's Spider-Man swings into the world on September 26, 2025, and we've got all the information on the set's products right here.
Editor's note: The cited Wizards of the Coast page states that Magic: The Gathering | Marvel's Spider-Man would release on September 26, 2025, and says it provides information on the set's products.
- Wizards of the Coast · Aug 29, 2025 ·
- FinancialKey moment
Final Fantasy becomes the biggest set release in Wizards history, in a quarter Hasbro wrote down by $1 billion
Hasbro's second-quarter results said Magic revenue grew 23 percent on the Final Fantasy set, which set the record as the biggest set release in Wizards history. The same quarter carried a $1.0 billion non-cash goodwill impairment and a $798 million operating loss, so the best set Magic had ever sold and the largest write-down in the segment's recent history landed in the same release.
- Hasbro · Jul 23, 2025 ·
MAGIC: THE GATHERING revenue grew 23% driven by the release of Final Fantasy, which set the record as being the biggest set release in Wizards history.
- Hasbro · Jul 23, 2025 ·
- LaunchKey moment
Magic: The Gathering—FINAL FANTASY released
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said Magic: The Gathering—FINAL FANTASY would release on June 13, 2025. It said the set was available for preorder from game stores, online retailers, and other sellers.
- Wizards of the Coast · May 14, 2025 ·
Magic: The Gathering—FINAL FANTASY releases on June 13, 2025, and is available to preorder now from your local game store, online retailers like Amazon, and elsewhere Magic products are sold.
Editor's note: The cited Wizards of the Coast page states that Magic: The Gathering—FINAL FANTASY releases on June 13, 2025, and is available for preorder from local game stores, online retailers, and elsewhere Magic products are sold.
- Wizards of the Coast · May 14, 2025 ·
- Announcement
Wizards announced three Final Fantasy Secret Lair drops
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said Secret Lair would release three Final Fantasy-themed drops. It said the drops would depict characters, spells, and weapons from the Final Fantasy franchise.
- Wizards of the Coast · Jun 9, 2025 ·
Secret Lair will be releasing three FINAL FANTASY-themed drops, each with stunning artwork depicting characters, spells, and weapons from across the FINAL FANTASY franchise.
Editor's note: The cited Wizards page states that Secret Lair would release three FINAL FANTASY-themed drops featuring artwork of characters, spells, and weapons from across the franchise. It also gives June 9, 2025 as the sale date for the drops.
- Wizards of the Coast · Jun 9, 2025 ·
- Announcement
Wizards announced Through the Omenpaths digital releases
Wizards of the Coast said Through the Omenpaths releases would be digital sets. It described them as Universes Within versions of Universes Beyond sets not otherwise coming to digital Magic platforms.
- Wizards of the Coast · Apr 21, 2025 ·
Through the Omenpaths releases will be digital sets that are Universes Within versions of Universes Beyond sets that otherwise wouldn't be coming to digital Magic platforms.
Editor's note: Date taken from the article page's own markup, which prints it next to the headline; the fetcher strips markup, so a re-check reporting that the page carries no date is reading the stripped text, not the page. Confirmed against the page on 2026-10-11.
- Wizards of the Coast · Apr 21, 2025 ·
- Nov 21, 2025Magic: The Gathering | Avatar: The Last Airbender released
- Sep 26, 2025Wizards said 2026 would have seven Magic sets
- Sep 26, 2025Magic: The Gathering | Marvel's Spider-Man released
- Jul 23, 2025Final Fantasy becomes the biggest set release in Wizards history, in a quarter Hasbro wrote down by $1 billion
- Jun 13, 2025Magic: The Gathering—FINAL FANTASY released
- Jun 9, 2025Wizards announced three Final Fantasy Secret Lair drops
- Apr 21, 2025Wizards announced Through the Omenpaths digital releases
20246 entries
- Launch
Secret Lair Marvel Superdrop released
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said the Secret Lair Marvel Superdrop would release on November 4, 2024. The announcement gave the release date for the Superdrop.
- Wizards of the Coast · Oct 18, 2024 ·
The Superdrop releases on November 4, 2024.
Editor's note: The cited Wizards of the Coast announcement states that the Marvel Superdrop releases on November 4, 2024, and repeats that it launches on MagicSecretLair.com on that date.
- Wizards of the Coast · Oct 18, 2024 ·
- RegulatoryKey moment
Wizards made new Universes Beyond booster sets legal in all Constructed formats
Wizards of the Coast said that new Universes Beyond booster sets would be legal in all Constructed formats from 2025. It compared the treatment to that of standard Magic sets such as Bloomburrow.
- Wizards of the Coast · Oct 25, 2024 ·
So, starting in 2025, new Universes Beyond booster sets will be legal in all Constructed formats, just like what you'd consider "normal" Magic sets like Bloomburrow.
Editor's note: Date taken from the article page's own markup, which prints it next to the headline; the fetcher strips markup, so a re-check reporting that the page carries no date is reading the stripped text, not the page. Confirmed against the page on 2026-10-11.
- Wizards of the Coast · Oct 25, 2024 ·
- AnnouncementKey moment
Wizards set a six-release Magic calendar for 2025
Wizards of the Coast said its 2025 release calendar included three Universes Beyond sets and three in-world Magic sets. The calendar therefore contained six sets described in the announcement.
- Wizards of the Coast · Oct 25, 2024 ·
We recently announced our 2025 release calendar, and it features a whopping three Universes Beyond sets to go along with three in-world Magic sets.
Editor's note: Date taken from the article page's own markup, which prints it next to the headline; the fetcher strips markup, so a re-check reporting that the page carries no date is reading the stripped text, not the page. Confirmed against the page on 2026-10-11.
- Wizards of the Coast · Oct 25, 2024 ·
- Announcement
Wizards resumed listing MSRP with Foundations
Wizards of the Coast said it would resume listing a Manufacturer's Suggested Retail Price for most sealed products. The change began with Magic: The Gathering Foundations.
- Wizards of the Coast · Oct 25, 2024 ·
As shared during our MagicCon: Las Vegas panel, beginning with Magic: The Gathering Foundations, we will return to listing a Manufacturer's Suggested Retail Price (MSRP) for most sealed products.
Editor's note: Date taken from the article page's own markup, which prints it next to the headline; the fetcher strips markup, so a re-check reporting that the page carries no date is reading the stripped text, not the page. Confirmed against the page on 2026-10-11.
- Wizards of the Coast · Oct 25, 2024 ·
- Launch
Magic: The Gathering—Assassin's Creed introduced Beyond Boosters
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast described Magic: The Gathering—Assassin's Creed as its first release with Beyond Boosters. The statement identified Beyond Boosters as part of that release.
- Wizards of the Coast · Jun 18, 2024 ·
Magic: The Gathering – Assassin's Creed is our first release with Beyond Boosters.
Editor's note: The cited Wizards of the Coast page states that Magic: The Gathering—Assassin's Creed was its first release with Beyond Boosters and describes Beyond Boosters as part of the release. It lists the global release date as 2024-07-05.
- Wizards of the Coast · Jun 18, 2024 ·
- Launch
Magic: The Gathering—Fallout released
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said Magic: The Gathering—Fallout would release on March 8, 2024. It said the product was available for preorder through game stores, online retailers, and other sellers.
- Wizards of the Coast · Feb 20, 2024 ·
Vault dwellers, prepare yourselves! Magic: The Gathering® – Fallout® releases on March 8, 2024, and you can preorder it now from your local game store, online retailers like Amazon, and elsewhere Magic products are sold.
Editor's note: The cited Wizards of the Coast page states that Magic: The Gathering—Fallout released on March 8, 2024, and that it was available for preorder through local game stores, online retailers, and other sellers.
- Wizards of the Coast · Feb 20, 2024 ·
- Nov 4, 2024Secret Lair Marvel Superdrop released
- Oct 25, 2024Wizards made new Universes Beyond booster sets legal in all Constructed formats
- Oct 25, 2024Wizards set a six-release Magic calendar for 2025
- Oct 25, 2024Wizards resumed listing MSRP with Foundations
- Jul 5, 2024Magic: The Gathering—Assassin's Creed introduced Beyond Boosters
- Mar 8, 2024Magic: The Gathering—Fallout released
20233 entries
- AnnouncementKey moment
Wizards announced Play Boosters
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said Draft Boosters and Set Boosters were being combined. The new booster type was named Play Booster.
- Wizards of the Coast · Oct 16, 2023 ·
The Set Booster and Draft Booster are being combined into a new type of booster we're calling the Play Booster.
Editor's note: The cited Wizards page explicitly says that Set Boosters and Draft Boosters were being combined into a new booster type called the Play Booster. The readable page text does not provide an event publication date, so it does not support the stated date.
- Wizards of the Coast · Oct 16, 2023 ·
- Launch
Magic: The Gathering—Doctor Who released
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said Magic: The Gathering—Doctor Who would release on October 13, 2023. The company invited players to join the release.
- Wizards of the Coast · Oct 3, 2023 ·
We're so excited to have you join us on this timey-wimey adventure when the set releases on October 13, 2023.
Editor's note: The cited Wizards of the Coast page states that Magic: The Gathering—Doctor Who releases on October 13, 2023, and says, “We're so excited to have you join us” on the adventure.
- Wizards of the Coast · Oct 3, 2023 ·
- Launch
The Lord of the Rings: Tales of Middle-earth released
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast stated that The Lord of the Rings: Tales of Middle-earth had a June 23 release. It said more products for the release were planned later that year.
- Wizards of the Coast · Mar 14, 2023 ·
In addition to our June 23 release, we have a little more in store for The Lord of the Rings: Tales of Middle-earth this year.
Editor's note: The cited Wizards of the Coast page lists a global tabletop release on June 23 and states that additional products were planned for later in 2023, including releases arriving November 3.
- Wizards of the Coast · Mar 14, 2023 ·
- Oct 16, 2023Wizards announced Play Boosters
- Oct 13, 2023Magic: The Gathering—Doctor Who released
- Jun 23, 2023The Lord of the Rings: Tales of Middle-earth released
20221 entry
- Launch
Magic's Universes Beyond Warhammer 40,000 collaboration released
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said Magic: The Gathering's Universes Beyond Warhammer 40,000 collaboration would arrive on October 7. The announcement described the release as a collision of universes.
- Wizards of the Coast · May 13, 2022 ·
On October 7, universes will collide with Magic: The Gathering's Universes Beyond Warhammer 40,000 collaboration.
Editor's note: The cited Magic: The Gathering announcement states that the Universes Beyond Warhammer 40,000 collaboration would arrive on October 7 and says that “universes will collide.” It also lists the worldwide release date as October 7.
- Wizards of the Coast · May 13, 2022 ·
20213 entries
- Launch
Secret Lair x Stranger Things preorder opened
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast directed customers to preorder the Stranger Things Secret Lair release beginning October 18. The preorder window was stated to end on November 15.
- Wizards of the Coast · Oct 14, 2021 ·
Go on, dare! You know you want to! Like the buildup to the scene where you know the monster is going to jump out, but you just can't look away, keep your eyes pinned to this release and head over to secretlair.wizards.com between 9 a.m. PT October 18 and 9 a.m. PT November 15 to preorder before it slithers away (or eats you while your back is turned).
Editor's note: The cited Wizards of the Coast page directs customers to preorder at secretlair.wizards.com beginning at 9 a.m. PT on October 18 and states that the preorder period ends at 9 a.m. PT on November 15.
- Wizards of the Coast · Oct 14, 2021 ·
- ResponseKey moment
Wizards set a reprint path for Universes Beyond Secret Lair cards
Wizards of the Coast said it did not intend to withhold mechanical game pieces from players outside its direct-to-consumer channel. The statement concerned Secret Lair Universes Beyond cards.
- Wizards of the Coast · Jun 7, 2021 ·
The goal is not, however, to hold back mechanical expressions and game pieces from players who don't purchase through our direct-to-consumer channel.
Editor's note: The cited Wizards page states that its goal was not to withhold mechanical expressions and game pieces from players outside its direct-to-consumer channel, and specifically discusses mechanically unique Universes Beyond cards sold through Secret Lair.
- Wizards of the Coast · Jun 7, 2021 ·
- AnnouncementKey moment
Wizards established Universes Beyond as a Magic brand
Wizards of the Coast said Universes Beyond would operate as a brand within Magic: The Gathering. It said the brand would exist alongside existing product lines.
- Wizards of the Coast · Feb 26, 2021 ·
Universes Beyond will act as a brand within Magic: The Gathering—existing in addition to and alongside our existing line of products.
Editor's note: Date corrected from 2021-02-26 to 2021-02-25. The cited Wizards page explicitly says that Universes Beyond would act as a brand within Magic: The Gathering and exist alongside existing product lines. The cited page is dated 2021-02-25, not 2021-02-26.
- Wizards of the Coast · Feb 26, 2021 ·
- Oct 18, 2021Secret Lair x Stranger Things preorder opened
- Jun 7, 2021Wizards set a reprint path for Universes Beyond Secret Lair cards
- Feb 25, 2021Wizards established Universes Beyond as a Magic brand
20201 entry
- LaunchKey moment
Secret Lair x The Walking Dead crossover began
Image: Wizards of the Coast, press image · source · editorial use Wizards of the Coast said Magic: The Gathering and AMC's The Walking Dead would collide on October 4. The crossover was a Secret Lair release.
- Wizards of the Coast · Sep 28, 2020 ·
On October 4, the universes of Magic: The Gathering and AMC's The Walking Dead will collide in a one-of-a-kind Secret Lair crossover!
Editor's note: The cited Wizards of the Coast page states that Magic: The Gathering and AMC's The Walking Dead would collide on October 4 in a Secret Lair crossover, and identifies it as Secret Lair X The Walking Dead.
- Wizards of the Coast · Sep 28, 2020 ·
Cause and effect
- Magic: The Gathering | Marvel Super Heroes releasedled to →Hasbro said Magic exceeded $500 million in quarterly revenueHasbro said Magic's first quarter above $500 million was led by the debut of Marvel Super Heroes.
Where sources disagree or fall silent
- Hasbro does not separately disclose revenue, operating profit, print runs, or licensing costs for individual Universes Beyond sets, Secret Lair, or in-universe Magic releases.
- The published nodes identify the crossover franchises but do not consistently disclose the legal licensing counterparties or commercial terms behind each collaboration.
- Wizards announced seven Magic sets for 2026 but the supplied announcement does not state how many are Universes Beyond versus Magic Multiverse sets.
- Wizards announced a three-Universes-Beyond and three-Magic-Multiverse calendar for 2027, but the supplied nodes do not date or identify all six releases; the first 2027 set, Nauctis: The Sunken Realm, has no precise release date in the timeline.
- The commercial effect of the 2027 Play and Collector Booster content changes is not yet known.
- Wizards stated that it intended to provide a reprint path for mechanically unique Universes Beyond Secret Lair cards, but the nodes do not establish how consistently or on what timetable every earlier card has been reprinted.
What to watch next
- Oct 20, 2026 — Hasbro reports third-quarter 2026 results The quarterly Magic number is this page's spine. The second quarter was the first time Magic passed $500 million in a quarter, which Hasbro credited to Marvel Super Heroes; the third quarter covers the gap between that set and Star Trek in November.
- Nov 13, 2026 — Star Trek releases, the fourth and last crossover set of 2026 Completes the seven-set year that Wizards called a scheduling quirk, with four of the seven Universes Beyond. The new Mystery Booster Commander cards also become Commander legal on the same day.
- Feb 5, 2027 — Nauctis: The Sunken Realm opens 2027 and carries the new booster structure The first set of 2027 and the one the booster changes start with — more traditional foil Japan Showcase chances and higher rare drop rates, no foil commons or uncommons. It also opens the three-and-three calendar, with Kamigawa: Titanbreach on 4 June and Zhalfir on 1 October.
- Apr 9, 2027 — Marvel: Darkhold Destiny, the second Marvel crossover Announced on 10 October with preorders open the same day. Marvel becomes the first licensor to get two Magic sets, and Wizards says this one carries an original story written for Magic rather than an adaptation.
Who is involved
- Wizards of the Coastcompany
Magic’s publisher and the company that announces releases, product structures, legality, and pricing-policy changes.
- Magic: The Gatheringproduct
The core game whose release calendar, Constructed legality, booster products, and revenue are being reshaped.
- Universes Beyondproduct
Magic brand for crossover releases; it expanded from Secret Lair products to booster sets and accounts for half of the announced 2025 and 2027 calendars.
- Hasbrocompany
Parent company that reports Magic and Wizards of the Coast and Digital Gaming financial results.
- Secret Lairproduct
Direct-to-consumer Magic line that launched the first Walking Dead crossover and continues to carry licensed drops and superdrops.
- Marvelproduct
Crossover partner for the 2024 Secret Lair Superdrop and the Spider-Man, Marvel Super Heroes, and planned Darkhold Destiny Magic releases.
- Final Fantasyproduct
Franchise behind the June 2025 set that Hasbro calls Magic’s highest-selling set of all time by net revenues.
- Marvel Super Heroesproduct
Magic release cited by Hasbro as leading quarterly revenue.
20 more
- Teenage Mutant Ninja Turtlesproduct
Franchise behind the March 2026 Universes Beyond release cited in Hasbro’s first-quarter 2026 Magic-growth explanation.
- AMCcompany
Named partner for the 2020 Secret Lair x The Walking Dead crossover.
- Assassin's Creedproduct
Franchise whose 2024 Magic release introduced Beyond Boosters.
- Avatar: The Last Airbenderproduct
Franchise behind a November 2025 Universes Beyond release cited by Hasbro as supporting Magic’s record 2025.
- Beyond Boostersproduct
Booster format introduced with the Assassin’s Creed Universes Beyond release.
- Bloomburrowproduct
Magic set used as a comparison for Constructed legality.
- Doctor Whoproduct
Franchise used for the October 2023 Magic release.
- Draft Boostersproduct
Booster format combined into Play Boosters.
- Falloutproduct
Franchise used for the March 2024 Magic release.
- Foundationsproduct
Magic release from which MSRP listing resumed.
- Lorwyn Eclipsedproduct
Magic release cited by Hasbro as contributing to growth.
- Magic Multiverseproduct
Category of Magic sets in the 2027 schedule.
- Play Boostersproduct
Booster type that combined Draft and Set Boosters; Wizards plans to alter its contents starting with the first 2027 set.
- Set Boostersproduct
Booster format combined into Play Boosters.
- Spider-Manproduct
Marvel character and franchise used in a Magic release.
- Stranger Thingsproduct
Franchise used for a 2021 Secret Lair preorder release.
- The Lord of the Ringsproduct
Franchise used in Tales of Middle-earth.
- The Walking Deadproduct
Franchise used in the first Secret Lair crossover that preceded the formal Universes Beyond brand.
- Through the Omenpathsproduct
Digital Universes Within versions of selected Universes Beyond sets that are not otherwise coming to Magic’s digital platforms.
- Warhammer 40,000product
Franchise used for a 2022 Universes Beyond release.
Changelog
- Added 25 entries: 2020-10-04 Secret Lair x The Walking Dead crossover began; 2021-02-25 Wizards established Universes Beyond as a Magic brand; 2021-06-07 Wizards set a reprint path for Universes Beyond Secret Lair cards; 2021-10-18 Secret Lair x Stranger Things preorder opened and 21 more. Added 5 hand-verified entries by the editor.
A research pass records each dated fact with the page it came from and a verbatim quote. A second, independent pass re-opens every cited page and rejects entries it cannot confirm. The editor reviews what remains before it is published, and every change is listed above. Full method.