To build excitement around new card set releases, the Magic franchise team developed promotional seeding kits that would be sent to Magic: The Gathering influencers.

The Ask
The packaging needed to stand apart from standard card release materials while showcasing the theme and world of each new set. Each seeding kit was designed to create a surprise and discovery moment through custom artwork, unique packaging, and an unboxing experience featuring the upcoming card release. The franchise design team was responsible for developing the artwork and overall experience.

The Insight

Throne of Eldraine

The theme can be summarized as “Fairy tales with Magic’s twist.” Artwork from various cards was collaged into a single composition that hinted at the range of stories and characters within the set. This artwork was applied to the box, while the insert was designed to mimic the visual language of classic fairy tale storybooks.

Theros Beyond Death

Theros is a Magic setting inspired by Greek mythology, and this set focused on the underworld and a hero’s journey to escape it. Early concepts explored themes such as astrology, Greek pottery, and classical wall paintings. The astrology concept became the final direction for the seeding kit, while other explorations were adapted into consumer product designs.

Ikoria: Lair of the Behemoths

As the name suggests, this set centered around massive monsters, with a world inspired by Kaiju films and stories of cities protected by magical crystal technology. Concepts explored the scale and energy of creatures similar to those found in films like Godzilla and Pacific Rim. The seeding kit leaned into this visual language, while consumer product graphics focused more on the unique creatures, heroes, and world-building elements of the new setting.

The Outcome

Following the success of the first custom shipper packaging created for Throne of Eldraine, the program expanded to include additional card set releases and consumer merchandise. Custom artwork developed for these campaigns was featured across seeding kits, apparel, and retail products, helping generate excitement around upcoming releases. The packaging and launches also received coverage from outlets such as Bleeding Cool