The Lord of the Rings

The collaboration with Middle-earth Enterprises was brokered by Asgard Media, who signed Vignobles Bardet as a client during lockdown.

The launches fall under Magic: The Gathering’s Universes Beyond banner, which has previously introduced the likes of Stranger Things, The Walking Dead and Fortnite into the Magic brand.

“I am truly excited to have The Lord of the Rings and The Hobbit – one of the world’s most epic fantasy franchises – join the Embracer family, opening up more transmedia opportunities including synergies across our global group,” said Lars Wingefors, Founder and Group CEO at Embracer Group.

It marks the latest brand collaboration for BrewDog, following recent launches with Quorn, Candy Kittens and Joe & Seph’s.

“Magic is the core of our business and the brand has never been bigger,” said Chris Cocks, President of Wizards of the Coast.