They might have been declining since then, but more recently I'd point to when they introduced Dr. Who, Transformers, My Little Pony, and a whole bunch of other

They might have been declining since then, but more recently I'd point to when they introduced Dr. Who, Transformers, My Little Pony, and a whole bunch of other crap into a game about wizards fighting in a fantasy world. In the short term all the franchises have proved incredibly popular (just like in Fortnight), but in the long run I think it means the death of the game (just like where Fortnight is headed).