Wizards of the Coast is releasing a new Magic: The Gathering Secret Lair drop, titled "Their Magic Is Limitless," which will be printed to demand rather than a limited run. This approach aims to circumvent the scalper market that often impacts Secret Lair releases. The set will be available for purchase from July 20 to August 3.
This drop is the latest in Secret Lair's series of charity collaborations, this time partnering with the Global Fund for Women. The organization, which supports grassroots gender justice initiatives globally, will receive 50 percent of the product's price. The initiative is designed as a celebration of women through the women of Magic, both in its creative team and featured artists.
The "Their Magic Is Limitless" Secret Lair includes seven cards: Dark Ritual, Cultivate, Finale of Devastation, Lathril, Blade of the Elves, Coat of Arms, Sol Ring, and Path of Ancestry. It is available in a non-foil version for $39.99 USD and a foil version for $49.99 USD.
Among the included cards, Finale of Devastation is noted as particularly valuable, with an approximate market price of $50 on TCGplayer.com. This card is a strong choice for green Commander decks due to its ability to tutor creatures and provide a game-ending effect.
The decision to return to a print-to-demand model is notable, especially after Secret Lair senior director Lindsey Bartell previously cited supply chain disruptions and inventory issues with the system. While the company switched to limited print runs in January 2024, this move led to increased fan dissatisfaction and further fueled the scalper market. The current print-to-demand approach for "Their Magic Is Limitless" may be specific to this charity drop, but it indicates a potential willingness from Wizards of the Coast to revisit the Secret Lair model in response to fan feedback and to avoid second-market speculation on charity-focused products.