Disney Lorcana – the first ever trading card game from puzzle and game giant Ravensburgerworking alongside Disney – officially launched on Friday August 18, with the game going into specialist stores as part of a carefully managed release strategy. 

The release was accompanied by three midnight openings around the country as well as a signing and demonstration at Disney’s flagship retail Oxford Street store.

TnP was at the latter event in the heart of London’s West End and the turnout was hugely impressive as scores of fans, young and old, turned out in force with a line around the store waiting to get their hands on cards and more. 

The first punters – a mixture of keen TCG enthusiasts as well as eager Disney fans – turned up at 9am , despite the event not even getting underway until six hours later. Staff told them to come back later (noting they’d remember who the first arrivals were) and by lunchtime queues were building. They snaked around the basement of the vast store, with fans lining up to try out the game with expert players as well as get cards signed by Disney Lorcana artist Matthew Robert Davies. 

“It’s not a traditional launch for us, TCG is very different from games and puzzles, but it’s been incredible. We’re delighted for the turnout and the love for Disney Lorcana”

Head of Marketing and Product Development Katy Fletcher Ravensburger

Meanwhile, Disney executives at the store – helping out alongside Ravensburger staffers including much of the sales team – said they were hugely impressed with not only the numbers, but the enthusiasm of consumers for the product. 

Cards and assorted Disney Lorcana items were flying off the shelves, with Disney and Ravensburger teams keenly restocking as fast as they could. 

Ravensburger Customer Service Manager Karen Jacques said: “It’s been incredibly hard work to get here but it’s been worth it. I’ve never seen anything like it in 37 years working at Ravensburger.”

Head of Marketing and Product Development Katy Fletcher said: “It’s not a traditional launch for us, TCG is very different from games and puzzles, but it’s been incredible. We’re delighted for the turnout and the love for Disney Lorcana.”

Elsewhere, there were three midnight openings, with Fan Boy Three in Manchester, Toys and Games of Worcester and Northern Card Gaming in Newtownards near Belfast all opening at 12am to satisfy customers. 

And the release received national press coverage too, not least from the Daily Mirror (see here https://www.mirror.co.uk/money/shopping-deals/fans-midnight-launch-disney-lorcana-30721395 https://www.mirror.co.uk/money/shopping-deals/disney-lorcana-uk-launch-release-30721239). 

Disney Lorcana is going on a wider release on September 1. 

For more on the launch, see the September issue of TnP.