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The floor at MagicCon: Atlanta 2025 was buzzing as Wizards of the Coast rolled out a flood of announcements for its Secret Lair collectible series. Two major highlights stood out — the horror-inspired Secret Scare Superdrop and a crossover with PlayStation.

What became clear from the panels is that Wizards is leaning into a new approach. Instead of building for one big audience, the company is creating a range of highly targeted products, each designed for a specific group of fans. Every drop is a chance to connect with a niche community, which in turn builds dozens of mini collector markets under the Magic brand.

The Secret Scare Superdrop is set to release on October 13 and includes 10 separate drops. While horror is the central theme, the lineup is all over the map in terms of inspiration. For collectors who care about powerful, playable cards, the Artist Series: Kieran Yanner brings fresh artwork to staples like Demonic Tutor, a card that holds steady value in Commander. Pop culture crossovers also dominate the set. Jaws introduces a brand new, mechanically unique card called Jaws, Relentless Predator, featuring art by Stephen Andrade. Iron Maiden gets not one but two drops, including Eddie Unchained with artwork from Dan Mumford. The Office makes its way into Secret Lair as well, with Dwight’s Destiny, showcasing characters and moments from the sitcom. Three Furby-themed drops round out the lineup, tying into Hasbro’s toy legacy.

The variety is no accident. By mixing horror classics, music legends, sitcom icons, and even toy nostalgia, Wizards is making sure every type of collector finds something to grab onto.

On October 27, the PlayStation Superdrop takes center stage. This one is aimed directly at gaming fans, featuring seven drops tied to franchises like The Last of Us, God of War, Uncharted, Horizon: Into the Forbidden West, and Ghost of Tsushima. Many of these drops come with mechanically unique cards built in partnership with the game studios themselves. Kratos, for example, gets two different cards to reflect different stages of his journey, while The Last of Us introduces a Partner-Survivors mechanic. Characters like Aloy and Joel aren’t just nods to the games — they’re designed as fully playable cards that carry their own mechanics into Magic formats.

This collaboration feels like a bold step toward connecting tabletop with video game culture. By embedding iconic PlayStation characters directly into Magic, Wizards is reaching out to fanbases that might not have thought twice about collecting cards before. It’s a calculated bridge between digital-first communities and paper collectibles.

The reveals at MagicCon show a company that isn’t afraid to split its audience into many different paths. Instead of expecting fans to chase everything, Wizards is encouraging collectors to focus on what resonates most with them — whether that’s a favorite band, a beloved video game, or a classic Magic staple. The model is shifting toward personalization, and that’s making the hobby broader and more welcoming than ever.