Spin Master’s Angus Walker on bringing classic horror brands into TCGs with Hellbreak

For anyone new to Hellbreak, how would you pitch this exciting new Trading Card Game?
Hellbreak celebrates the world of horror in a fast, bloody, highly collectible TCG. It brings together the ultimate killer line-up of horror icons from across the genre, spanning multiple studios and properties to create an unprecedented ‘Monster Sandbox’. Developed in collaboration with Ghost Galaxy, it’s a head-to-head game that gives players the opportunity to finally play out their dream – or nightmare: match ups of horror titans they’ve known and loved.

Hellbreak kicks off with a Universal collaboration. What makes horror IP a great fit for a TCG?
Horror is evergreen, has global appeal and yet remains surprisingly under-represented as a core theme in trading card games – despite being one of the fastest growing and most culturally relevant genres in entertainment today. There’s also tremendous crossover between the two categories, with six out of ten TCG players being dedicated fans of horror.

With Universal as our cornerstone studio, we’re kicking off with a deep catalogue of legacy of Universal Monsters through to modern franchises. We’ve had a fantastic relationship with Universal for many years, spanning several existing licensed partnerships. Now we get to take our relationship in a completely new direction – creating a property for an older demographic – while leveraging an amazing track record of engaging deep fandoms. And who better to work with than one of the studios who pioneered the horror genre?

Amazing! How did you develop things so that it’s set up for the long-term?
Hellbreak is built as a full trading card game ecosystem. Our first core set features roughly 250 unique cards, spanning iconic horror characters, locations and memorable moments from multiple studios and franchises. We’ve built a long-term content roadmap – with plans for new waves, booster packs, starter sets and booster bundles – to create the excitement of collecting, trading and deckbuilding that drives the category.

We’re taking a strategic and methodical approach, working closely with our partners to organize game competitions, introduce innovative mechanics, expand our player base, enhance card collectability, and build a strong community that drives long-term brand value. Our goal with Hellbreak is to create a living horror universe that evolves through new expansions, card reveals and community play over time.

How did you ensure the card effects authentically capture these iconic horror characters?
Faithfully representing these beloved characters was our design team’s top priority. When developing the card effects for each character, we worked to mechanically express their unique traits so that players feel they’re truly embodying them. For example, players taking to the sea as the shark in Jaws to play an aggressive game befitting an apex predator, while players donning the cape of Dracula play a more calculated game worthy of a sophisticated vampire.

And talk me through the art style here – how are you bringing these iconic characters and locations to life?
We’ve amassed a talented group of artists who have deep experience in creating art for this genre. We’ve also worked very closely with the studios to ensure we remain authentic in the depiction of the monsters and villains. Hellbreak features 100% new customized art for the game – which is exciting for horror fans. We want the art to celebrate the scares that stuck with you and immerse fans in their favourite moments of suspense and dread.

Looking ahead, how do you see Hellbreak evolving as new sets launch?
Each wave incorporates a new slate of fan-favourite characters that draw from all eras of the genre… And the characters come packaged with brand new mechanics to enjoy. Additionally, each wave features a new, special-treatment, collectible alternate-artwork series that celebrates the history of horror. With best-in-class partners, investment in organised play and a steady stream of new characters and premium card formats – along with collectability and chase elements built into the release plan – we expect to create and sustain demand for Hellbreak within the horror and TCG community long-term.

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