Magic: The Gathering Unveils New Women-Centric Secret Lair in Print-to-Demand Release

One of the main gripes among Magic: The Gathering enthusiasts regarding Secret Lair is the limited print runs of its releases, which often leads to scalpers swooping in and reselling products at inflated prices. Fortunately, this won’t be a concern for the latest drop: Their Magic Is Limitless, which will be printed to demand and available for a two-week window from July 20 to August 3.

This release is part of Secret Lair’s ongoing charity initiative. This time, Magic is collaborating with the Global Fund for Women, an organization dedicated to supporting grassroots gender justice efforts worldwide, empowering leaders and communities striving for meaningful change. For this Secret Lair, 50% of the product price will go directly to the Global Fund for Women.

The drop will feature seven cards, which is more than the usual five found in recent releases like the Extra Life Secret Lair. Here are the product and price details for Their Magic Is Limitless:

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This Secret Lair aims to celebrate women through the lens of the women in Magic. The creative team behind it consists of eight talented women from various departments at Wizards of the Coast: Lauren Bond, Sloane Leong, Stephanie Cheung, Anh Nguyen, Alicia Mickes, Kat Morgan, Athena Froehlich, and Rachel Agnes. The stunning artwork on the cards is crafted by Magali Villeneuve, Fury Galluzzi, Ivy Dolamore, Caroline Gariba, Lena Richards, Livia Prima, and Julie Dillon.

In terms of value, the standout card in this drop is undoubtedly Finale of Devastation. This card is a powerhouse in green Commander decks, capable of tutoring creatures and closing out games simultaneously. Its average market price on TCGplayer.com is around $50 at the time of writing.

It’s quite surprising to see Secret Lair reverting to a print-to-demand approach after senior director Lindsey Bartell previously stated that this model was off the table just last February. The print-to-demand system was considered too disruptive to the supply chain, leading to bottlenecks, excess unsold inventory, and significant delays for fans. Starting in January 2024, Secret Lair shifted to a limited-print-run model, which ultimately caused more frustration among fans and exacerbated the scalper issue.

Their Magic Is Limitless doesn’t signify a complete return to the print-to-demand model, but it does suggest that this approach may be limited to this drop and potentially extended to future Secret Lair charity releases. However, Wizards is at least indicating that print-to-demand isn’t entirely out of the question, as Bartell noted. While the company aims to avoid fueling speculation in the secondary market for a charity product, it is also setting a precedent that could lead to updates in the Secret Lair model that fans have been requesting.