Magic: The Gathering (MTG) is a billion-dollar industry. It really is amazing how much people are willing to pay for a pack of cards. A deck that costs Wizards of the Coast pennies to produce often sells for north of a hundred dollars in stores.
While the game’s range of original settings has enchanted players for over three decades, recent ventures into crossover content have opened entirely new collecting opportunities. The Universes Beyond series collaborates with well-established franchises like Fallout, Lord of the Rings, and Assassin’s Creed.
MTG cards are a bit like gold—they always hold value. Unlike gold, however, some cards see wild price increases over time. As a rule, the longer you hold onto your MTG cards, the more they will be worth.
Universes Beyond and Secret Lair
Universes Beyond represents Wizards of the Coast’s bold expansion into crossover territory, bringing beloved franchises into the Magic multiverse through specially designed cards that maintain MTG’s gameplay while featuring characters and themes from these other works. These crossovers are available in two primary formats: full Commander sets, which consist of pre-constructed decks containing 100 cards, and Secret Lair “drops.” These drops are limited-time releases that typically include three to five cards, creating a sense of artificial scarcity due to their brief availability and restricted print runs. This exclusivity makes them particularly appealing to collectors looking for unique, time-sensitive items.
Their inherent crossover appeal sets Universes Beyond apart from traditional Magic decks. These products attract collectors who might never have considered MTG before. From talking with new people in the community, I can tell this is the case. Many fans have gotten into the world of Magic by buying the Universes Beyond sets.
Some of these “drops” are announced only at the last moment, leaving players and collectors scrambling to buy and preventing collectors from planning ahead. This is part of Wizards’ marketing strategy; ensuring only a fixed number of cards are produced increases the rarity factor of their products.
It was recently announced that future Universes Beyond sets will be legal as part of the standard rules, meaning any crossover card can be used in normal MTG games. This change takes effect when the Final Fantasy tie-in set drops in June 2025, meaning there will likely be a huge spike in Universes Beyond interest over the next few months.
What Could Go Big
MTG’s head designer, Mark Rosewater, has said that Universes Beyond sells better than any other Magic product.
One of the most popular sets for collectors and players is the Lord of the Rings tie-in. Ever since Peter Jackson reimagined Tolkien’s classic tale in 2001, Middle Earth has dominated the world of cinema.
Lord of the Rings booster box from 2023 containing 180 cards sold in February 2025 for $750, even though the original retail price was a fraction of that. This example shows the immense increase in value you can get by holding onto a set for just a couple of years.
While a one-of-a-kind special One Ring card was produced, which was eventually auctioned for a cool $2 million, a number of common “one rings” were also created. Those still go for around $100—not bad for a single card.
Even ungraded, low-quality cards can fetch surprising prices. For example, a relatively weak Orcish Bowman sold for $35 in 2023 and will have increased in price since. It all depends on what potential customers are willing to pay when they find a single card desirable as a must-have addition to their deck.
Transformers is another franchise that sells well in the Secret Lair range, with some rare single cards selling for $380 and others selling for $200.
Tomb Raider is another property to make it into Secret Lair. After the surprising smash hit remasters of the original six games, it is likely that prices for all things Lara Croft will spike in the next couple of years, especially as rumors of a new game release have started to circulate.
Unopened booster packs sell best as they offer the opportunity to obtain rare and foil cards. For example, an unopened Fallout booster set of 180 cards went for $460 in April 2024. Because of artificial rarity, the price for unopened boosters like this one will only keep rising.
Final Thoughts
Because of artificial scarcity in Secret Lair and Universes Beyond products, almost any card in the line will rise in value. If your cards are in excellent condition with no creases, scuffs, or tears, getting them graded by a professional company will see them jump in price.
June 2025 will see Universes Beyond become legal and therefore interchangeable with previous Magic sets. Deck-building opportunities for players will be immense. For collectors, Magic tie-in sets represent assets that will keep increasing in value. For players, they represent a fantastic way of getting their favorite movie, TV, and video game characters out on a table.
Matthew Doherty is a writer, editor, and teacher specializing in all things history-related. His work has been published in the UK Defence Journal, the Small Wars Journal, and The Collector. He holds an MSc from the University of Edinburgh and a BA from the University of Leeds. In his spare time, he also writes science fiction stories.
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