{"id":5081,"date":"2026-08-07T20:39:42","date_gmt":"2026-08-07T20:39:42","guid":{"rendered":"https:\/\/uspropertymoves.com\/?p=5081"},"modified":"2026-08-07T20:39:42","modified_gmt":"2026-08-07T20:39:42","slug":"why-disneys-next-big-consumer-product-bet-is-trading-cards","status":"publish","type":"post","link":"https:\/\/uspropertymoves.com\/?p=5081","title":{"rendered":"Why Disney\u2019s Next Big Consumer Product Bet Is Trading Cards"},"content":{"rendered":"
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\n\tRyan Reynolds really wanted that Hugh Jackman-signed Wolverine trading card, but he wasn\u2019t quite ready to drop $1,000 on it. So what\u2019s the guy who epitomizes Deadpool to do? How about cut a deal? <\/p>\n

Read more \u2018I Is Another\u2019 Review: Claes Bang Plays Himmler\u2019s Masseur in Weighty Meditation on a WWII Footnote<\/a><\/p>\n

\n\tReynolds, on the crowded show floor of Fanatics Fest in New York last month, negotiated with the seller: He would pay $800, and hand over a Dogpool card, with a little hand-drawn doodle too.<\/p>\n

\n\t\u201cWhen Ryan Reynolds gets excited about something\u2026\u201d says Divya\u00a0Dalal, VP of global hardlines, global brand commercialization, for Disney Consumer Products, in an interview with The Hollywood Reporter<\/em>. \u201cIt\u2019s an industry that\u2019s on everybody\u2019s radar, and so it\u2019s a social currency that people get excited about,\u201d <\/p>\n

\n\tThere is no company on earth that is more effective at taking its intellectual property to more places than The Walt Disney Co. But while Disney may be best known for clothing or toys featuring its 100 years of beloved characters, in recent years it has leaned into a burgeoning part of the consumer products business that increasingly appeals to kids and adults alike (not to mention celebrities like Reynolds): Trading cards and card games.<\/p>\n

\n\tThe market has exploded over the past few years, with some analysts pegging it at $50 billion annually and growing. Disney executives say that their trading card revenue has quadrupled since 2023, underscoring the market\u2019s rapid expansion, and the company\u2019s push deeper into it.<\/p>\n

\n\tIt now has deals with Topps for sets like Topps Chrome Disney, Topps Chrome Marvel, and Star Wars Matserworks; Ravensburger produces the Disney Lorcana card game; Hasbro produces Marvel and Spider-Man versions of Magic: The Gathering.<\/p>\n

\n\t\u201cIn terms of growth, I do think that this particular category has all audiences, which is rare for the toy space where you\u2019re not talking about just a display product that a kid is bored with, and you\u2019re not talking about a toy product that an adult has no interest in,\u201d Dalal says. \u201cYou have this crossover experience and product where the same card could be appealing to a seven year old, a 37 year old, or a 67 year old, and that\u2019s really rare.\u201d<\/p>\n

\n\tDisney, of course, is licensing juggernaut. According to License Global, Disney products will generate some $63 billion in sales this year, by far the most of any company they track. The number two player is Authentic Brands Group with $36 billion.<\/p>\n

\n\tAnd while categories like toys, books and clothing are still the company\u2019s sweet spot, collectible cards and card games have emerged as a growth area in an otherwise mature business.<\/p>\n

\n\tAnd it can also play in all areas of the market: Something important to Disney, which prides itself on having products that only cost a buck or two, to high-end collectibles that can cost thousands.<\/p>\n

\n\t\u201cYou can\u2019t necessarily change the cost of making a doll and the complexity of making action figures and paint and deco and things like that. But in trading cards, as we become more efficient in how we actually operationally create those with our partners, it is one of the most accessible price points because you can make a card pack in five cards, 10 cards, you can do a box set, if you want a collector set, an entry point on how you play the game, and so there is such a variety of how we can actually put these out into market,\u201d Dalal says. \u201cThat is one of our critical opportunities, is that around the world, no matter your disposable income, you can have a touch point in how you engage with Disney storytelling all year round.\u201d<\/p>\n

\n\tFor Disney, the ultimate flywheel company, the market also represents a prime example of how the different pieces of the company can converge. Later this year Disney Consumer Products will leave Disney\u2019s Experiences division and become part of the Entertainment division. Cards are an exmaple of where DCP engages with the studios early, to make sure that new characters and worlds can be represented in those products, sometimes literally, as in cards where pieces of a screen-used costume are cut up and inserted into packs.<\/p>\n

\n\tBut the company has also leaned into card games as a part of its experiences, with Lorcana starter packs available inside hotel gift shops, and with games encouraged in the lobby when families get back from the theme park.<\/p>\n

Read more Kristen Stewart Applauds Reopening of Cinerama Dome: \u201cHope They Don\u2019t F*** It Up!\u201d<\/a><\/p>\n

\n\t\u201cWe did an opportunity with Disney Lorcana at Epcot last year, in which we put together a passport. We made it not just about the cards, but the experience within Epcot and the festival,\u201d Dalal says. \u201cWe had the chalk artwork out on the sidewalks, where they draw the different characters\u2026 so we took the essence of what Lorcana and the cards were, but we immersed it into the Epcot Festival, so that you had a reason for wanting to go there and not buying it at a Target or a hobby shop.\u201d<\/p>\n

\n\tThe card games are also an opportunity for storytelling themselves, with fans playing the game and learning about the characters, with some of it engaging in new areas and themes, like Lorcana\u2019s \u201cDreamborn glimmers\u201d which explore \u201cwhat if\u201d scenarios for Disney characters.<\/p>\n

\n\t\u201cEvery Dreamborn concept goes through extensive creative development and collaboration with Disney to ensure the imagined fantastical version of the characters remain true to their original spirit and celebrates their unique qualities,\u201d says Shane Hartley, executive creative director for trading card games at Ravensburger \u201cOne fan-favorite example is Winnie the Pooh \u2013 Hunny Wizard. For the artwork on this card, we focused on two qualities that define Pooh: his love of honey and his simple, childlike wisdom. From there, we explored what he might be like in a magical sage-like role, whose magic manifested in the form of \u2018hunny.’\u201d<\/p>\n

\n\t\u201cI think we start off with \u2018what is that story? How deep is that story? How many characters come in that particular IP opportunity?’\u201d Dalal says. \u201cAnd then we think about: Is it a trading card opportunity, or is it a trading card game opportunity to create a game mechanic? Then it could be a one-time drop, or it could be an ongoing series that you have for multiple years to come.\u201d<\/p>\n

\n\tBut the real driver of the category is something that Disney knows all too well: Nostalgia. Generations of families have grown up with Disney\u2019s films and series, its characters and worlds. The emotional connection can resonate through a card because of its art, or an autograph or piece of memorabilia, or the game that it allows families to play.<\/p>\n

\n\t\u201cPeople have been trading cards on the playground or storing them in their binders for decades, and the partners that we\u2019ve decided to kind of move forward with in a more meaningful way are people who are experts in understanding how those consumers and those trends are changing,\u201d Dalal says. \u201cExperiences matter so much to consumers today. And so, whether it\u2019s for a kid or an adult, we feel like the category goes to all audiences, and then our stories and our partners are help making it more than just a card.\u201d<\/p>\n

\n\tOr as David Leiner, the president of Trading Cards for Topps expains:<\/p>\n

\n\t\u201cWhat makes Disney, Pixar, Marvel and Star Wars so powerful in collectibles is that they\u2019re not just entertainment brands, they\u2019re multi-generational storytelling engines. People don\u2019t simply watch a movie or a series: they connect with characters, moments and stories that become part of their lives. Trading cards give fans a tangible way to own a piece of that connection.\u201d<\/p>\n

\n\tDon\u2019t take their word for, you can take Josh Groban\u2019s.<\/p>\n

\n\tThe singer and actor posted a photo of a Mickey Mouse Topps card on Instagram this week, not holding back on his excitement:<\/p>\n

\n\t\u201cScreaming crying throwing up. This will only resonate with probably 12% of my followers but I\u2019m big into cards as a hobby. 99% baseball cards but lately I\u2019ve been loving the @disney cards because they\u2019re super fun and nostalgic and timeless to pass on to future generations,\u201d Groban wrote. \u201cI bought a box of 2026 @topps chrome neon from @burbankcards on a total whim on my way home from rehearsal. Ripped some packs hoping to maybe get a numbered Swedish Chef. This Mickey 1\/1 superfractor card\u2026is a big and rare one. Not sure I\u2019ll ever pull anything like this again in my life. Will get it graded and then put in a safe in an undisclosed bunker in Iceland.\u201d<\/p>\n

\n\t\u201cThere\u2019s just a reality that so much of what drives this excitement is nostalgia, and we have the luxury of Disney IP having been out for decades and decades,\u201d Dilal adds. \u201cAnd as we either re-release films or come up with new stories on Disney+, people are remembering the characters that they love and grew up with, and it gives us that chance to bring it out again in a new way.\u201d<\/p>\n

\n\tAnd as Groban\u2019s Instagram post shows, it can bring some excitement that they have to share too.<\/p>\n

Read more Madeleine Carlisle, Stephen Colbert\u2019s Daughter, Hired by The Atlantic After \u201860 Minutes\u2019 Exit<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Inside the big business of Disney Topps cards, Lorcana and Magic: The Gathering Marvel sets for entertainment giant.<\/p>\n","protected":false},"author":1,"featured_media":5080,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[1679,169,2747],"class_list":["post-5081","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interesting","tag-collectibles","tag-disney","tag-the-walt-disney-company"],"yoast_head":"\nWhy Disney\u2019s Next Big Consumer Product Bet Is Trading Cards - US Property Moves<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uspropertymoves.com\/?p=5081\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Disney\u2019s Next Big Consumer Product Bet Is Trading Cards - 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