Disney is expanding its focus on trading cards and card games, arguing that collectibles can appeal to children, adult fans and celebrities alike. The move matters because it gives the company a fast-growing consumer-products category alongside its established toys, clothing and publishing businesses, while allowing it to sell products at both low and premium price points.

Disney says its trading-card revenue has quadrupled since 2023, amid estimates that the wider market is worth about $50 billion annually and growing. Its partners include Topps for Disney, Marvel and Star Wars sets, Ravensburger for the Disney Lorcana game, and Hasbro for Marvel and Spider-Man editions of Magic: The Gathering; Disney-licensed products overall are expected to generate $63 billion in sales this year.