Loot, the Key to Everything
10, Apr, 24

New MTG Mascot Has Merchandise After Just Eight Days

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After plenty of hype and anticipation Outlaws of Thunder Junction is finally almost here. Launching in just two days at prerelease events, it’s only a matter of time before players start cracking packs. When they do, they are three whole sets worth of content to enjoy, so it’s no wonder players are excited!

Out of all the immediately releasing new cards, few captured players’ attention more than Loot, the Key to Everything. Holding immense significance in MTG’s story and having an utterly adorable face, it’s hard not to love this cute fella. Sure, they might be pretty meh as a card, but just look at their adorable face!

Unsurprisingly, thanks to their importance, it seems Wizards has been keen to capitalize on these looks. Just eight days after we first saw them, Loot is already being turned into a new piece of MTG merchandise!

Loot of Loot

Loot Gamer Pouch

From the moment they were first revealed, there was no question that Loot, the Key to Everything was marketable. With their fluffy features and adorable face, Loot seemed custom-designed to be MTG’s latest mascot. Picking up on this almost immediately, many MTG players quickly asked Mark Rosewater about the possibility of Loot merchandise. 

“Can we get a plushie of Loot? I want to hug him and pat him and be very nice to him and not hurt him at all.” 


Responding to this curiously friendly question, Mark Rosewater stated “Now I can suggest it to licensing. : )” Eight days later, it seems this suggestion has bore fruit! As part of their myriad products for Outlaws of Thunder Junction, Ultra PRO is creating a Loot plush. Should that not be enough to sate your Loot-loving appetite, there’s also a new binder.

While the new Loot loot above may look like a plush toy, it actually hides a hidden purpose. According to Ultra PRO, this product is a “gamer pouch.” This means Loot has a zipper on its back, which can be opened to store all manner of gubbins. Well, by the looks of things this Loot Gamer Pouch can store “7+ standard sized dice”, and that’s about it.

Unfortunately for anyone looking for a life-sized or rather Loot-sized plush to look after, this gamer pouch is only six inches tall. Coming included with a carabiner-style hook, it’s clear they’re designed as an accessory, rather than a cuddly plush. This obviously leaves the door open for Wizards to create exactly that in the future.

As mentioned previously, alongside the new Loot Gamer Pouch, there’s also the new binder. Featuring the new artwork of Loot, the Key to Everything, this product is cute, but not exactly cuddly. Given there is clear demand for this potential product already, we imagine it’s only a matter of time before one is created.

A Little Too Adorable

Fblthp, the Lost | War of the Spark
Fblthp, the Lost | War of the Spark

By enabling Jace’s new plot to reset the multiverse, there’s no denying that Loot is important in MTG. That being said, there is some debate about whether or not they fit the game’s aesthetic. When they were first relieved, many players mused that Loot arguably fits Pokémon more than MTG. 

Beyond this somewhat unusual aesthetic, other players simply don’t gel with the Loot’s looks. On Tumblr, for instance, ct4cd commented “Okay but why did they give him creepy humanlike Live-Action Sonic v1.0 teeth” In a similar vein, Sickosickofruit mused they “want to drop kick [Loot],” so it’s clear they’re not everyone’s favorite.

Regardless of whether you love or hate them, there’s no denying that Loot is designed to be adorable. Even this detail has rubbed some players the wrong way, as Loot is so clearly pushed in that direction. Unlike Fblthp, whom players came to love of their own volition, Loot feels so deliberately ultra-marketable and almost designed by committee.

While MTG has seen countless legendary creatures and characters thanks to Commander, Loot still sticks out like a sore thumb. Thanks to this, it’s little surprise that some players have pushed back against MTG’s latest collectible creation. 

Ultimately, since Loot has only just appeared, we don’t know how big of a deal they’ll be. Should they only be a background story character from now on, this furry fella could easily be forgotten about. Alternatively, should Wizards continue to push them, resentment against Loot and Wizards may grow. For now, we’re just going to have to wait and see what happens as MTG’s story continues.

How Is Hasbro Bad at This?

Auntie Blyte, Bad Influence
Auntie Blyte, Bad Influence | Jumpstart 2022

Alongside the MTG players banding against the further commercialization of MTG, others wondered how Hasbro isn’t better at this. In case you’re unfamiliar, Hasbro owns MTG and is one of the biggest toy manufacturers in the world. With these credentials, you’d think there’d be a lot more quality MTG merch absolutely everywhere.

Despite the potential for mass marketability, MTG plushes and figurines are surprisingly scarce. When they are created, they’re usually handed off to other companies, such as Ultra PRO in this case. While this is hardly a bad thing, it nonetheless seems odd that the potential is being squandered.

Theoretically, since Loot is a new character, a shift in MTG marketing and merchandise could be coming soon. At the same time, it seems unlikely that Hasbro would just squander potential profit, they likely know what they’re doing. If we had to guess, past first-party MTG merchandise might not have sold well or matched card sales.

At the end of the day, as much as forced collectability may aggravate some players, there’s still a lot of love for Loot. When you remember that MTG has an immense casual audience, this love may be a lot bigger than expected. Depending on how the story fares, this could lead to Loot popping up time and time again in the future.

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