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
