Magic: The Gathering's Universes Beyond sets are a controversial addition to the game, but their financial impact is clear. Final Fantasy is the latest license to join Hasbro's popular card game and they are selling at record pace.
Preorders went live on Amazon February 19 and sold out immediately. There's a strong possibility this set could outsell Lord of the Rings, MTG's most profitable foray into licensed content to date. Universes Beyond sets bring characters and settings from outside Magic's traditional lore and so far have ranged from The Walking Dead to the recently announced Avatar: The Last Airbender crossover.
Many longtime players resent the inclusion non-Magic-related characters, but Hasbro is making too much money to stop now. Lord of the Rings made more than $200 million, and while it's early Final Fantasy is moving along that same path. Coming soon is a partnership with Marvel Comics characters. Make up any number you want, it may not be big enough.
Another concern for longtime players is the cost of these cards. The products' pricing is in line with Magic's more expensive cards such as Modern Horizons, but these cards are supposed to be for Standard. That format is designed to have a lower entry cost so new players can jump in easily. The licensed characters are also supposed to attract new players. But if they can't get the cards, we have another problem.
Amazon pre-sales aren't always the best indicator of what the actual prices will be. Hopefully prices will settle down as more people get the cards in their hands.