Disney Lorcana launch sees lengthy fan queues

Published on: 21st August 2023

Disney Lorcana, the new trading card game from Ravensburger, launched last week to great excitement in indie stores across Europe, the US and Canada.

UK retailers have reported a strong start for Disney Lorcana, from Ravensburger, as fans queued at some stores in readiness for the midnight launch of the TCG last week (18th August).

The new immersive trading card game encompasses Disney characters throughout history, and sees players wield magic inks and the power of Lorcana to assemble a team of Disney characters.

Worcester News said Toys and Games of Worcester had queues stretching down the road on Thursday evening, ready for the launch at midnight, with some fans turning up in fancy dress as they waited to buy the game.

Tim Evans, owner of Toys and Games of Worcester, told the Worcester News that the midnight launch was a huge success. He said: “It was great to see so many people coming out and shopping locally. A lot of people wanted to get their hands on the game as soon as possible.”

To play the TCG, players need to assemble a deck of cards, and aim to outperform their opponent. You can find out more about the gameplay here.

“I think the appeal of the game is that it features an entire history of both classic and modern Disney characters which everyone grew up with,” added Tim.

Ravensburger had decided on a strategy to release Disney Lorcana in independent toy and game shops two weeks ahead of major retailers (on 1st September), a move welcomed by independents, who looked forward to promoting the game. Staff have been trained to explain the gameplay to customers, with many holding in-store events to introduce players to the intricacies of the game and let them have a go at playing it.

Ryan Miller, brand manager and co-designer of Lorcana, said the decision to give game stores early access was designed to foster a relationship between the company and stores, while incentivising customers to get involved in their local TCG communities. “We want the hobby stores to know we see them as our partners,” he explained. “And we want new TCG players, many of whom may have never been to a store like that, to come in and discover how amazing they are.”

A collaboration with organised play specialist Tournament Center will see retailers across the country offer Disney Lorcana League play from launch. The website hosts a store locator so fans of the TCG can find their local stockist, and Asmodee has been appointed to support distribution.

Ravensburger MD, Richard Collins, told Toy World:  “For us, it’s all about forming collaborations with experts in their fields – such as Asmodee and Tournament Center – and creating a community where players can come together and celebrate their love of Disney Lorcana with likeminded new friends.”


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