15 Universes Beyond crossovers we want in Magic: The Gathering
Magic: The Gathering has undergone a dramatic transformation in its approach to crossovers and licensed content. What was once considered antithetical to the card game’s identity—The Walking Dead collaboration in 2020 sparked significant controversy—has evolved into a core business strategy for publisher Wizards of the Coast.
As of 2026, Universes Beyond crossovers now account for more than half of all Magic products printed by the publisher. The strategy has moved far beyond experimental Secret Lair releases, expanding into full booster sets that have become among the game’s best sellers. Three of Magic’s all-time top-selling sets are now crossover products: Final Fantasy, The Lord of the Rings: Tales of Middle-earth, and Avatar: The Last Airbender.
The evolution reflects both commercial success and the game’s willingness to embrace intellectual property partnerships. While the initial crossovers fit relatively naturally into Magic’s established fantasy setting, the program has expanded to include properties from diverse franchises. This shift represents a fundamental change in how Wizards of the Coast defines Magic and what properties can exist within its universe. The article suggests numerous additional franchises could be adapted into Magic sets, indicating that Universes Beyond has become an expected and desired part of the game’s future product strategy.