>>96734243
Based on past projects the brands have full control. Rules of design and magic will be bent to showcase the advertised brands, and the brands have full control over how their characters are presented.

Some franchises choose secret lair alt name reskins, others get direct representation of their characters, and yet others go for a re-imagining in Magic style. Sometimes they add licensed world versions of existing cards. We can tell from existing UB this is all the license-holder's option.

Hasbro consults or advises them on what kind of product suits each IP, and even whether the cards go through standard or not is for sale. They take care of the details and grunt work, but nothing against the depicted brand's guideline should ever happen. The service they offer other companies is both bespoke and effectively turnkey compared to launching their own game. Based on everything we've seen so far the licenses favor the IP-holders in every way. There is literally nothing else on the market quite like pimping out Magic.