In some industries, there is a clearer separation betwn trade shows and consumer expos, but gaming, WotC especially, seems really bad about mixing the two. You have to pitch things to drum up excitement for retailers much earlier than you have to get end-users’ attention. Gamers listen to it all.
MauFuture UB licensors need a clause in the contract that guarantees a breathing period of time for people to get excited about the new collaboration. All interest in this has fizzled out because of #MtGMBC scryfall.com/sets/mbc