• by Larissa Faw , August 13, 2018

Wizards of the Coast has appointed The Martin Agency AOR

The appointment come as the publisher of Magic: The Gathering is expanding the collectible fantasy trading card game to new platforms. 

After launching 25 years ago, the card game has remained popular with over 20 million current players and the publisher, a subsidiary of Hasbro, is now branching out to additional analog versions as well as the mobile and virtual space.

"With renewed interest in sci-fi and fantasy genres franchises like the MCU (Marvel Cinematic Universe), Game of Thrones, Star Wars, and Harry Potter, the Magic: The Gathering brand is also enjoying its second heyday and feels better poised than ever to enjoy their mainstream breakthrough moment," says Taylor Wiegert, VP, Planning Director, The Martin Agency.

Brian Goldner, CEO, Hasbro told analysts during a recent conference call that, "We had doubled the size of [the game] over the years,  and we felt that there was an opportunity to continue to grow that brand and over time double it again." 

No word yet on the new creative direction. In the past, Wizards has incorporated fan feedback into its messaging strategies. One character in an ad several years ago proved to be so popular that game makers actually transformed him into a real character card. 

Martin was chosen for the assignment following a one-month review that included two undisclosed agencies competing in the final round. Their first project will debut in Q3 2018.