Beyond the Drop: Inside Secret Lair’s Creative Vision at MagicCon Atlanta 2025

Senior Product Designer Steve Sunu, Senior Director Lindsey Bartell, and Art Director Sam Strick from Wizards of the Coast’s Secret Lair team discuss creative freedom, fan-driven design, and how authenticity continues to shape the future of one of the game’s most experimental brands.

SteelSeries attended MagicCon Atlanta 2025, joining a press roundtable with the Secret Lair team from Wizards of the Coast. The conversation offered a behind-the-scenes look at how the team brings bold ideas to life, from playful collaborations to fan-inspired designs that push the boundaries of Magic.

From the inspiration behind the PlayStation Superdrop to the team’s approach to collaboration and innovation, here are the highlights from our conversation with Secret Lair’s creative leads.

The Power of Romance and Representation in Magic Art

The conversation opened with a fan question about the new romantic fantasy-themed Secret Lair drop, which quickly became a highlight of the event. “The art resonated with me and my friends,” said one fan. “It felt like something from the female gaze - intimate and cinematic.”

Steve Sunu explained that the team worked closely with world-class artists like Kieran Yanner, encouraging them to bring their full creative passion to the table. “When we let an artist do what they truly love, it shows,” he said. “If we can make a product where players see themselves reflected in the art and feel connected to the story, then we’ve done our job.”

Lindsey Bartell echoed this sentiment, emphasizing the team’s ongoing commitment to broadening perspectives: “There’s an appetite on our team to explore new points of view. You’ll definitely see more of that.”

PlayStation, DanDan, and Experimentation in Design

The team also shared details about the highly anticipated PlayStation Superdrop, confirming that it was always intended as a massive multi-drop collaboration. “We went hard with Sony,” said Bartell. “Seven drops, each with at least one mechanically unique card. The lineup is going to blow people away.”

Sunu then shifted the conversation to the DanDan Secret Lair deck, a surprising but beloved inclusion. “Secret Lair’s mission is to serve as many weird corners of Magic as possible,” he said. “DanDan is a perfect example of taking a niche fan format and giving it a spotlight. We want people to feel that same spark we did when we first discovered it.”

Bartell added that innovation is essential for the brand’s growth. “We don’t just want to be the drop place. The business only grows when we take creative risks.”

How Secret Lair Chooses Collaborations

When asked how the team decides which brands or IPs to work with, Sunu explained that authenticity drives everything. “There’s no dartboard,” he laughed. “It’s about whether the collaboration feels genuine. We only move forward when we can present the IP through Magic in an authentic way that respects both communities.”

Bartell pointed to the recent Play-Doh drop as an example of meaningful partnership. “Some thought it was random, but it’s actually one of the most requested toys by children’s hospitals. There’s real heart behind it.”

Expanding the Secret Lair Universe

With so many film and game partnerships, fans asked if literature-inspired drops might be next. Bartell confirmed that books are “very much on our radar.” “We’ve focused heavily on video games this year,” she explained. “But we’re constantly adjusting based on what fans respond to. Pop culture evolves, and so will we.”

Balancing Art, Audience, and Sales

When asked how they balance niche fan interests with commercial success, Sunu said the two goals don’t have to conflict. “We’re driven by authenticity. If it’s true to the brand and resonates deeply with fans, that’s success for us.” Bartell agreed, adding that Secret Lair acts as a curator: “Sometimes we show fans what they already love. Other times, we introduce them to something new. Both are equally important.”

Inside the Creative Process

Strick described the internal production process as “nimble and scrappy.” While the larger Wizards infrastructure supports massive logistics, the Secret Lair team prides itself on agility. “We just want to get people the things they love, as quickly and authentically as possible,” Bartell said. “Some drops come together fast, others take months. It depends on the artist, the partner, and the story.”

The Furby Collaboration and What Comes Next

Before closing, the team reflected on the now-iconic Furby collaboration, which has become one of the most talked-about crossovers in Magic history. “It came together incredibly fast,” Strick shared. “We couldn’t believe we got to make it. The partners were so enthusiastic, and the fan response has been incredible.”

Sunu ended on a high note: “Magic is universal, and nowhere is that clearer than at MagicCon. Getting to share this creativity with fans face-to-face reminds us why we do it.”

As Magic continues to evolve, Secret Lair remains the brand’s creative frontier, a space where risk, artistry, and fandom intersect. Whether it’s reimagining beloved cards through new aesthetics or collaborating with iconic partners, the team’s passion for experimentation keeps the game fresh and unpredictable. One thing is clear after MagicCon Atlanta 2025: the future of Secret Lair is as bold and imaginative as the fans who inspire it.