Magic: The Gathering's New York Obsession

Wizards of the Coast appears to be developing a strong preference for New York City as the backdrop for its recent and upcoming Magic: The Gathering - Universes Beyond expansions, a notable departure from the game's rich tradition of diverse fictional planes. This strategic shift is prompting discussions among the player community regarding the potential impact on artistic originality and thematic breadth, especially when juxtaposed with the game's deep lore and varied settings.

The Growing Influence of the Big Apple in Magic: The Gathering

In a burgeoning trend, New York City is fast becoming a central location for new Magic: The Gathering sets, diverging from the game's established practice of exploring unique, fantastical realms. This strategic focus is particularly evident in the recent Spider-Man set, which debuted on September 26, 2025, and upcoming releases like the Marvel Super Heroes set slated for June 2026, and the Teenage Mutant Ninja Turtles (TMNT) set launching on March 6, 2026. These developments signify a considerable investment in urban-themed settings, positioning New York to rival or even surpass the number of sets dedicated to traditional Magic planes such as Ixalan and Tarkir by late 2026. This urban concentration sparks conversation about maintaining the game's expansive narrative universe while appealing to a broader audience through popular cultural icons. The TMNT set's basic land designs, which feature pizza toppings as mana symbols, illustrate the creative challenges of adapting a game known for its immersive landscapes to a more constrained, city-specific theme.

This renewed emphasis on a single metropolitan setting, while aiming to leverage popular franchises like Marvel and TMNT, introduces a unique set of creative challenges. The adaptation of Magic's core mechanics, such as basic land art, to this urban environment has led to some unconventional artistic choices. For instance, the TMNT set reimagines the five mana colors as various pizza toppings, an homage to the franchise's culinary preferences. While this approach captures a specific cultural reference, it contrasts sharply with the intricate and often breathtaking landscapes typically featured on Magic cards, prompting players to reflect on the balance between thematic relevance and aesthetic appeal within the game's evolving artistic direction.