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Kpop Demon Hunters will be "one of the best" Magic: The Gathering collabs of 2026, says Wizards of the Coast exec
Hasbro CEO Chris Cocks says that the KPop Demon Hunters Secret Lair will go down as one of Magic: The Gathering's best-selling releases
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Secret Lair is a space where Magic: The Gathering can collaborate with other franchises or charities, and there is plenty of hype building for the Secret Lair releases in 2026. What's the big Secret Lair drop for 2026? Just a little something golden for the fans: KPop Demon Hunters.
We've suspected as much ever since Wizards of the Coast was mentioned in the announcement that Hasbro was one of the two toy licensees for the Netflix hit earlier this week, especially considering how well other pop culture crossovers have performed as part of the MTG Secret Lair set-up - but now it's been confirmed by the man in charge of WotC's parent company in a recent call with investors.
In a call discussing Wizards of the Coast's Q3 2025 earnings, Hasbro CEO Chris Cocks said that the KPop Demon Hunters release from Wizards of the Coast will be a Secret Lair drop in 2026 - which makes sense, when you think about it. If Spider-Man was barely able to sustain itself as its own standalone set, then a single movie like KPop Demon Hunters would struggle even more.
As ICv2 reported, Cocks stated that the KPop Demon Hunters Secret Lair is expected to be hugely successful when it comes out next year. "If we can figure out how to get people jazzed up about SpongeBob SquarePants collectible cards, I'm pretty sure we can do it with one of the biggest movies of all time," the outlet reported Cocks as telling investors.
He's not being hyperbolic; less than six months after its June 2025 release, KPop Demon Hunters is already the most-watched movie in Netflix history, and is primed for its second theatrical release in three months with a special Halloween singalong release planned across the globe. Demand for KPop Demon Hunters is so high that Netflix managed to get Hasbro and leading competitor Mattel to share the toy license, so there's every reason to believe that 2026 might see the biggest Secret Lair drop in MTG history.
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