As a way of increasing the hype around card set releases the Magic team decided to design promotional shipper packaging that would be mailed out to Magic: The Gathering influencers. The packaging would differ from standard card release packaging, and was designed to showcase the theme of the new card sets while providing a surprise or discovery moment for the custom artwork and contained product during the unboxing experience. The campaign was ultimately a success with the packaging and card release being featured on blogs such as bleedingcool.com and generating additional hype for the coming releases.
After the Throne of Eldraine set release, the first card set we released custom box art for, subsequent card release promotions also included a line of consumer product graphics available for sale to the general public. These products would be available on the Magic: The Gathering Website, or various retailers such as Hot Topic and Design By Humans.
