Intro
A big reason I left Magic: the Gathering was the creation of the Universes Beyond brand imprint. I mean, if I have to say the phrase "brand imprint,' things aren’t going great. I should be able to buy my Magic cards and play Magic and not think about branding, intellectual property, or any of the cursed phrases I’m about to say —
Magic was going to use that brand imprint to create cross-corporate synergy with AMC's The Walking Dead franchise. It was going to be a dozen, maybe two dozen, cards representing the The Walking Dead television series. There’s a lot of reasons not to like that.
As cynics and hypemen predicted, The Walking Dead Magic product was just the beginning. It was immediately followed by Stranger Things, Street Fighter, Warhammer 40K, and, honestly, most of the The Ultimate Showdown (of ultimate destiny).
And I was unhappy at the time, but I did have to ask myself, "What if they did this with an intellectual property I liked?" I couldn’t think of any at the time because the ones I thought were unthinkable, but late last year Wizards of the Coast revealed they'd broken the genre/taste barrier: Magic: The Gathering: Star Trek.
My response at the time was unenthusiastic, but in the creation of those Universes Beyond and other products in the time since I left Magic, Wizards of the Coast had done some creative work. I kept up to poo-poo the bad ones and ignore the good ones, but I'm a bitch.