Magic: The Gathering hides ultra-rare "One Ring" card, sparking frenzied demand and skyrocketing prices

The card game company Wizards of the Coast hid a single, special card representing the One Ring from The Lord of the Rings in packs of their new Middle-earth-themed card set.
The stunt led collectors to spend over $500 on boxes of cards in hopes of finding the rare One Ring card.
Prices for the new card set have doubled, demonstrating how the company's decision to stop listing recommended retail prices has allowed investors and collectors to drive up costs.
If the One Ring card remains unfound, prices could climb even higher on the secondary market where collectors buy and sell cards.
The promotion and price surge are part of Wizards of the Coast's effort to expand the popularity of Magic: The Gathering with new franchises and audiences.