When Wizards of the Coast announced the Magic: The Gathering Avatar: The Last Airbender (ATLA) set, there was genuine excitement. Fans of both MTG and the beloved Nickelodeon series looked forward to bending elements rather than summoning Eldrazi, and early previews featuring Aang, Zuko, Katara, Toph, and other iconic characters looked promising.
The set officially launched on November 21, 2025. Yet just days later, as Black Friday sales rolled out, retailers began slashing prices on box sets. For example, Amazon dropped the Play Booster Box from about $209.70 to approximately $160. This rapid discount so soon after launch raises eyebrow raising questions about the set’s demand, the initial pricing strategy, and the value being offered to fans. If you have not noticed the tone I'm being a bit critical of this set as I'm not a fan of Avatar.
As you many know Black Friday pushes many companies to mark down prices, but in MTG’s world, fresh sets tend to hold their value (or even spike) for a while especially if they’re exciting crossovers. Just look at the Final Fantasy set were cards are still $100 for a collector booster months after release. For this set it’s possible the initial retail price was too optimistic. Not enough demand may have materialized to justify MSRP, forcing sellers to discount quickly just to clear inventory. Not only that if boxes are at steep discounts so soon after release, collectors may worry about the set’s lasting value which can kill a set.
All I know is no matter how beloved the franchise, nostalgia and hype aren’t enough. For a crossover set to succeed, it needs strong game design, compelling mechanics, and lasting play value. In that sense, the ATLA set feels like a missed opportunity. It had the name, the aesthetics, and initial buzz, but not the staying power if these prices hold true.
That was actually a massive hype drop. Hopefully it bounce back. I am really confident though
We will see I think they are pushing too many sets per year right now.
Yeah a set just yet released and in such a big discount already sounds strange... I'm not a fan of such crossovers, they should be very very rare
I'm not usually either so I was not planning to buy them
When such a big discount is given, people definitely show interest in the project and definitely make purchases there
Hard to say if the discounts are just that or if it's real issues with demand.
I was also excited when this set came out, but the quick price drop is surprising. It really shows that nostalgia alone isn’t enough if the gameplay isn’t strong.
Very true the mechanics are what add lasting value.
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If the project is good and there is such a shortage, it is the only and good opportunity to buy it, and later after some time you get a good profit.