Disney Lorcana Challenge Melbourne - Interview with Naomi Kim
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Naomi is the International Product and Brand Manager for Disney Lorcana at Ravensburger
Naomi isn't just a manager; she was there at the game's "Big Bang." Having spent over a decade at Disney Consumer Products, she was instrumental in the very conception of Lorcana. Now, she is the strategist ensuring the game remains "evergreen" while navigating the delicate balance of Disney tradition and TCG innovation.
The Architect of the Great Illuminary
Naomi's role is a unique blend of strategic foresight and brand guardianship. As Product Manager, she directs the vision for everything a fan can get their hands on, from the thematic direction of booster sets to the specific art chosen for playmats. At the same time, her role as Brand Manager involves protecting the "Disney" in Disney Lorcana. She ensures the brand is well-represented and that the core identity of the characters is respected, even as they are reimagined for the tabletop.
Reflecting on her journey, Naomi noted that the "lightbulb moment" for Lorcana came from the sheer excitement of creating a whole new world. By introducing "Glimmers" — reimagined versions of classic Disney characters —the team was able to build a narrative landscape that had never been explored before. This world-building serves as the foundation for everything they do, allowing them to create a game that is as much about story as it is about mechanics.
Living in the Year 2029
While players at Marvel Stadium were focused on the current meta, Naomi and her team are living far in the future. The development cycle for Lorcana is a rigorous process, requiring at least a year and a half to two years of lead time for every set. This meticulous planning is already extending into 2028 and 2029, where the team is already ideating new themes and mechanics. Naomi emphasized that this long-term vision is vital for the game's health. By looking years ahead, the game design and development teams can ensure that the balance remains tight even as the library of cards grows.
This focus on the future is balanced by a commitment to listening to the community in the present. Naomi highlighted the upcoming pre-release packs for Set 12 (Wilds Unknown) as a direct result of feedback from players and hobby stores. These packs are designed to elevate the "big launch moment," featuring new frames and promo cards that the team is incredibly proud of. It's all part of a strategy to keep the game evergreen by finding new ways to surprise and delight the audience, such as the cooperative "Illumineer's Quest" play style.
Unexpected Themes and the Pixar Milestone
The creativity of the Lorcana team often shines brightest when they lean into the unexpected. Naomi discussed the recent Winterspell set as a prime example of Lorcana's unique flavor. While everyone knows what winter looks like in the real world, the team had to define what it looked like in the Great Illuminary. This led to iconic and surprising choices, like placing Moana in a snow-covered environment — a legendary card that has become a fan favorite.
One of the most anticipated additions to the game is the arrival of Pixar franchises like Toy Story and The Incredibles. When asked why these heavy hitters haven't appeared yet, Naomi revealed a strategic timing: 2026 is Pixar's 40th Anniversary. The team intentionally gave Disney Animation properties the spotlight during the game's launch years to ensure Pixar could have its own massive "moment to shine" coinciding with this major milestone.
Beyond the Ink: Amber Skies and Melbourne Coffee
Even a top-tier brand manager has her favorite ways to play. When asked which ink colour best represents her management style and personality, Naomi didn't hesitate to choose Amber. In the world of Lorcana, Amber is often associated with community, support, and looking out for one's teammates — a fitting choice for someone who views the player community as the "everything" of a TCG. Her personal pride in the game's aesthetics is equally clear; she admitted that she once specifically requested a playmat featuring the Enchanted Mufasa from Shimmering Skies because the art was simply too stunning to pass up.
While her visit to Melbourne was driven by the intensity of the Challenge event, Naomi made sure to experience the local culture. Between rounds of competitive play, she has been exploring Melbourne's world-renowned food and coffee scene. "I've heard it's a great coffee and food hub, so I've been very full trying all the delicious foods," she laughed. She noted that the city's walkability and vibrant atmosphere made it the perfect backdrop for Oceania's biggest Lorcana event to date.
As the Melbourne Challenge crowned its champions, Naomi's outlook remained focused on the "social glue" of the game. Whether it's a family building a "Duck Deck" or a pro player hunting for the latest Enchanted frame, the goal is to provide a space where fans can enjoy their time together. With a roadmap already in motion and Pixar on the horizon, the magic of Lorcana seems far from running out of ink.
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