Archive for February, 2011

Each month Upper Deck spotlights one of its valued collectors to showcase their collection. The great thing about sports collectors is that they are all very different in what they collect, how they collect their items, and what they do once they have them. If you do anything around hockey trading cards, you likely know Jeffrey Griffith. There are people you see frequently at shows that you steer clear of and those who you are drawn to. Jeffrey is one of those who you are drawn to. He has a great energy and a tremendous amount of passion for hockey. Oh, and he has a collection of Wayne Gretzky cards that will knock your socks off.

I have been interested in featuring Jeffrey on the blog for awhile now, but as you’ll see, he’s much more than just a collector. I wasn’t sure the best way to share his collecting accomplishments so I decided it would probably be best if we just did a question and answer piece. I hope you enjoy his story as much as I did. Jeffrey is without a doubt one of the best people you’ll meet in the industry and to make things even more exciting, today is his birthday. Happy birthday, Jeffrey!

Question: When did you develop an interest in hockey?

Jeffrey Griffith: “It was during the strike-shortened 1994-95 season, as that was the first year that we got tickets for the then-Mighty Ducks of Anaheim. I enjoy going to Anaheim Ducks games, and the Stanley Cup victory at home in 2007 is the highlight of my experience at games. The best is when they skate against their cross-town rival, the Los Angeles Kings. Up until the trade deadline of the 1995-96 season that meant that I had the opportunity to see Wayne Gretzky play at the then-Arrowhead Pond [now Honda Center] a few times each year.”

Question: When did you decide you wanted to collect hockey?

Jeffrey Griffith: “I started buying retail packs at about the same time I began watching live hockey games. One of the earliest Upper Deck releases that I recall specifically focusing on was the 1996-97 Upper Deck set, in part because it had one of the first cards to feature Wayne Gretzky in a New York Rangers uniform.”

Jeffrey stands in front of some of his prized Gretzky memorabilia

Question: What made you want to collect Wayne Gretzky?

Jeffrey Griffith: “As a gift, I received a signed Wayne Gretzky puck. I knew that I had several cards of him already, so I decided to put them together into a collection. As I began to understand hockey better, I began to recognize how significant Wayne Gretzky has been for the game, especially for the creation of a second team in southern California.”

Question: Were you concerned that with so many collectors chasing cards of “The Great One,” you’d often be facing an uphill battle in getting the cards you were really after?

Jeffrey Griffith: “At the beginning of my collecting career, I was not concerned with this being an uphill battle because I was collecting simply for the sake of collecting. This was before eBay and other internet message boards such as Hobby Insider became an integral part of the hobby, so everyone was not as connected as we are today. However, I quickly became aware of larger collections of Gretzky, but I was more in awe of them rather than being envious. I hoped, however, that one day my collection could be as complete as these other collectors’ collections.”

Question: What are some of your favorite Upper Deck Wayne Gretzky cards in your collection?

Jeffrey Griffith: “One of my favorite cards in my collection is the 1999-00 Ultimate Victory Legendary Fabrics Autograph card, which is the only card to feature swatches of jersey and autographs from both Wayne Gretzky and Bobby Orr. My other favorites include some of the very first Wayne Gretzky and Gordie Howe cards. Some of my most unique cards include five of the first eight NHL Shield cards from 2002-03 Premier Collection until 2004-05 Ultimate Collection, including the first two Dual Shield cards that Gretzky was featured on in Ultimate Collection.”

These are some of Jeffrey's favorite cards in his impressive Gretzky collection

Question: Obviously in this industry people talk. Did you get recognized when you were picking up the latest Gretzky cards?

Jeffrey Griffith: “After my first article in Beckett Hockey Plus in 2004, I began to get recognized even more at the Toronto Sport Card Expo shows. I thoroughly enjoy talking about my collection, the hockey card industry, and hockey history with people, and I am always available to share, answer, discuss, and/or debate at shows, online forums such as Hobby Insider, and Twitter [@gretzkycards].”

Jeffrey's collection also boasts an impressive number of NHL Shield Gretzky cards

Question: Did you ever have circumstances where people tried to gouge you on prices because they knew how bad you needed certain cards for your set?

Jeffrey Griffith: “There will always be dealers who love their cards a little too much, which often results in exorbitant pricing. I learned very quickly to be content with what I have, so a simple ‘no thank you’ is easy to say when the price is too high for what I want to pay. If that statement corrects the market, great, but if it does not, I do not worry about passing on the card and move on. I find that these types of dealers are somewhat rare, and that most people are very easy to work with, which results in both the collector and dealer being happy with the transaction.”

Question: We know it’s not all bad out there; do you have people that look out for cards for you and try to help?

Jeffrey Griffith: “This is one of the highlights of being in the hockey card community. Often on Hobby Insider, I will get messages from people alerting me of significant cards that are in their area that may not be online. It is great to know that when many people come across a rare Gretzky card, that I come to mind. In order to reciprocate this kindness, I learn what others collect and keep an eye out for them in case I come across one of their needs.”

Question: I believe you’ve crossed paths with Wayne on occasion. What was that like and do you think he realizes how big your collection is?

Jeffrey Griffith: “I have been able to meet Mr. Gretzky on a few occasions. The greatest meeting, however, came on October 3, 2008, when I was able to meet him and present him with a few copies of my book. This event occurred before an Anaheim Ducks and Phoenix Coyotes preseason game, and he was very gracious. When he got to the section of Upper Deck cards, he took extra time looking at each page, and even shared how the process works when he signs cards for the company. He also signed a book for me, as well as signed the cover art for the book, which was drawn by Paul Madden. He seemed truly impressed with not only the amount of cards that I have, but the amount of cards that have been issued throughout the years. The meeting was one of the greatest highlights of the entire process, and I am glad that I had the opportunity to share my collection with Wayne Gretzky himself.”

Jeffrey and the Great One have met a few times

Question: Where did the idea of writing a book come along?

Jeffrey Griffith: “Over time, I began to put together interesting facts regarding specific Wayne Gretzky cards. My dad actually recommended that I expand it further by including information about every Gretzky card issued. With that type of idea and encouragement, I worked over the next couple of years putting together the book in order to make sure that it was as complete as possible.”

Jeffrey authored a book showing off his comprehensive collection of Gretzky cards and sharing information about all the Gretzky cards in existence today

Question: What were the biggest challenges in putting that together?

Jeffrey Griffith: “The biggest challenge of the book was organizing the massive amount of information regarding Wayne Gretzky cards. Since there are more than 6,000 different Gretzky cards issued throughout the years [which includes over 700 different 1/1s], it took considerable time to confirm that every card was included in both the text and the checklists. Of the 305 pages in the book, just over 100 of them are dedicated to some form of a checklist. Narrowing down which cards should be scanned and included in the book was also a challenge, but since only 750 of my over 5,200 different Gretzky cards were depicted, it ensured that only the best-of-the-best were shown. Even though a relative few amount of cards are depicted, every card released is described in the text of the book as well as the checklists.”

Question: How did you feel when it was all over?

Jeffrey Griffith: “Once the book was complete and I had the final product in front of me, it made me realize the enormity of Gretzky’s impact on the hockey card industry. Often as player collectors we only see the holes in our collection, but the book allowed me – and by extension the readers of the book – the chance to be able to look at the full range of Wayne Gretzky cards. Further, the book emphasized the completeness of my collection, as every card pictured in the book is from my personal collection.”

Question: What was the reaction to the book?

Jeffrey Griffith: “The book has been accepted extremely well in the collecting community. I have had several fantastic conversations with fellow collectors regarding the book, and many of the memorable moments of the semi-annual Toronto Sport Card Expo is getting the chance to talk to fellow hockey card collectors. Of course, one of the major highlights of this entire work has been depicted in a past Upper Deck Blog feature. My book has been placed in the Upper Deck Collector’s Corner in the Hockey Hall of Fame in Toronto by Curator and Keeper of the Cup Phil Pritchard. Having my work alongside some of the greatest artifacts in the history of hockey is an unthinkable honor, and the enormity of this honor is phenomenal.”

Jeffrey's book is actually on display in the NHL Hall-of-Fame in Toronto

Question: Why should people go out and get it?

Jeffrey Griffith: “The book offers a very unique opportunity to see several hundred rarely seen Wayne Gretzky cards. Further, the descriptions of each card – as well as the checklists – give hockey card and Gretzky collectors a fantastic resource for their collections. I hope by having the book, collectors will appreciate the breadth of Wayne Gretzky’s cards that have often been at the forefront of the most innovative trends in the hockey card industry.”

Question: What’s next for Jeffrey Griffith?

Jeffrey Griffith: “I will continue to search for the Gretzky cards that are on my wantlist, and enjoy seeing the new Gretzky cards that are being released. Currently, I am exploring the history of the Hockey Hall of Fame through research and acquisition, and it is amazing to see Gretzky’s impact on the game and how he adds to the legacy of the other honored members of hockey. Fellow hockey fans and collectors can follow me on Twitter (@gretzkycards), which I regularly update with thoughts on current hockey events as well as the card collecting hobby.”

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By now you’ve heard about some of the big pulls in Upper Deck’s 2011 World of Sports series. You’ve probably also heard about the amazing giveaway we are doing with the product as well. You’ve probably even tried some packs of it. If you pulled an autograph however, you may be in the dark about how rare it really is. With any card series, there will be autographs that are more limited than other cards in the set. We are happy to share the list of short printed cards in the 2011 Upper Deck World of Sports sets.

Athletes of the World

AW-1 Chris Perez
AW-5 Damani Ralph
AW-10 Henry Ring
AW-15 Jason Kreis
AW-16 Pat Onstad
AW-17 Tony Meola
AW-18 Youri Djorkaeff
AW-19 Andre Rocha
AW-20 Kenny Cooper
AW-21 Ricardo Clark
AW-36 Jesper Parnevik
AW-60 Chuck Liddell
AW-90 Cal Ripken Jr.
AW-96 Igor Larionov
AW-97 Jeremy Roenick

MMA star Chuck Liddell is a short print in the autograph set

World of Sports Autographs

69 Kasey Keller
89 Joe Cannon
93 Chad Marshall
96 Shalrie Joseph
99 Jimmy Conrad
302 Tiger Woods
303 Taylor Hall
315 Ray Bourque

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One of my favorite people in this industry is Paula Nakata of Paula’s Sports Cards Etc in Honolulu, Hawaii. She just always has a positive vibe to her and customers in Hawaii all love making their way to her shop. She has really created a great community in her shop and many collectors make it a point to visit her store if they ever vacation in Hawaii. Since she has such a strong following, collectors end up breaking a lot of boxes in her store. And the product they all seem to be enjoying right now is 2011 Upper Deck World of Sports.

We couldn’t be happier for Paula or her customers for having success with the product. It is definitely a different trading card release, but it offers a lot of exciting items for fans of all sports. At the low price per pack, it is pretty exciting to see some of the high-end cards that can be pulled. Usually we are showing off the cool cards and bragging about them here on our blog, this time it’s Paula’s turn. Check them out below:

An MVP candidate and some ladies with plenty of Olympic medals

From Michael Phelps to Sidney Crosby, there were plenty of happy collectors in Paula's after pulling these cards

This is a great example of one of the different kinds of cards available through World of Sports

Take a look at this beautiful autograph jersey card numbered to 25 of Derrick Rose who just beat the Heat last night

Oh Yeah! A Michael Jordan Autograph was pulled at Paula's!

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I recently made my way from San Diego to icy cold Calgary to entertain some customers at the 2011 NHL Heritage Classic. Upper Deck invited collectors, hobby shop owners and a distributor sales person to take in a very different type of hockey game. Our good friends at the NHL invited us to a Saturday night party that was just awesome. The venue was an old theater that had been converted to a Calgary Flames-themed restaurant. They went all out to make it a memorable night for everybody in attendance.

The venue for the Saturday Night Pre-Party was just awesome

One of the cool parts of the evening was when the band Five for Fighting played as they are actually hockey fans and would share their passion for the sport in between songs. After playing their hit song “Superman (It’s Not Easy)” it was really interesting as the lead singer shared he had become friends with Luc Robitaille and although Luc loved the band, he never realized the name “Five for Fighting” was actually a hockey term. I was able to catch it on video; check it out at the end.

After a great evening we got some rest and I was up early the next day looking to visit a local hobby shop. When traveling to new places, it’s always fun to check out different card shops and meeting collectors who you wouldn’t cross paths with otherwise. I was excited to visit Maple Leaf Sports and their store was full of great items that would have any hockey collector drooling.

Maple Leaf Sports is a great shop to visit in Calgary

A collector pulled this beautiful Nazem Kadri Rookie Parallel numbered 50/50 while I was in the shop. Boom!

I met one collector who was breaking open packs of 2010-11 NHL SP Game-Used and I must have brought some good MoJo as he pulled a double autograph card and this gem, a Nazem Kadri rookie parallel numbered 50/50.

Unfortunately I had to keep moving so I made it back to the hotel and caught a bus to the game. The outdoor matchup pitted the Flames against the Montreal Canadiens and took place at McMahon Stadium in Calgary, Alberta. I dressed as warm as I could and even wrapped some hotel towels to my legs beneath my jeans for extra insulation. There was a real electricity around the stadium as fans flowed in; I even passed hockey legend Don Cherry as I walked in. I found my way to my seat and although I was cold, I felt like I would be able to tough it out. The pregame was awesome and it even included a flyover.

The venue for the 2011 NHL Heritage Classic was pretty darn cool to say the least

The crowd went wild during the flyover before the game

Then the action began and the fans in the stands were going nuts with Flames flags flying high. Even though the puck was all over the place due to slightly uneven ice, it didn’t take long for it to find its way past Montreal goaltender Carey Price for the first goal of the game. It was followed by another, and another and another again when it was all said and done. It was a Calgary blowout, but the score did nothing to diminish the fun had by those in attendance however.

One of my favorite parts of the event was when I was walking to the concession stands and I ran into Calgary Flames legend, Lanny McDonald. I don’t suspect that he was thrilled to take a picture with me, but it was still pretty cool.

It was cool to run into Lanny McDonald at the Heritage Classic, but I think I enjoyed it more than he did

Look for autographs of Lanny McDonald in Upper Deck's 2011 World of Sports set

The toughest part of the game was at the start of the third period, after the sun had completely gone down. It got cold. I’m talking freezing cold. Drinks automatically became Slurpees and it got to the point where you didn’t really care what you looked like, just as long as you could stay warm. I removed one of the towels I had wrapped around my calf and used it almost like a scarf. Again, I didn’t care that I looked like I was a sheik with an affinity for hockey, just as long as I was warm. I was tempted to just purchase a scarf, but for $37 I couldn’t justify it, especially as a guy who lives in southern California.

Alright, it is now officially cold! I was 5 minutes away from trying to start a fire in the stands to keep warm at this point.

It wasn’t easy to get through the entire game, and I’m still mystified as to why this game didn’t take place at noon, but it was a very memorable experience that I will not soon forget. The people of Calgary warmed my heart and the Flames did their home crowd right by taking down the Canadiens 4-0.

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Upper Deck’s Entertainment division has been going through a variety of changes, but now the company is preparing to release a mix of new products based primarily around the Marvel brand. Trading card game (TCG) and Marvel fans have a lot of questions about what the staff at Upper Deck Entertainment has been up to lately and what they can expect for 2011. We sat down with Upper Deck’s Vice President of Marketing, Jason Masherah, to ask him the questions our fans have been wondering about. If you missed Part 1 of this Q&A, click here. We hope you enjoy the second part of this interview.

Question: Some artists have been sharing images of sketch cards they created for this project online. Do you have anything you can share about the sketch cards from the Thor release?

Jason Masherah: “We think they are going to be a big hit with Marvel fans. We have worked with renowned artists like Jim Cheung, Lord Mesa, Remy “Eisu” Mokhtar, George “GEO” Davis, Butch Mapa and Frankie B Washington.

“Additionally, I’m hopeful fans can help us out with another question we have for the Thor product. There are some sketch cards that can be combined to create a larger picture that is really fantastic. You can see a couple examples of these cards below:

Should we keep these four cards together in one pack or insert them into separate packs?

Would collectors be able to put together a four-card image like this if they were inserted into separate packs?

“Now, should we separate them and insert them randomly into packs where collectors will be forced to seek them out in order to put them together? Or should we include ALL the cards in the same pack as a ‘hot pack’ where we keep the art intact for one lucky collector to find? Let us know your thoughts in the comments section below.”

Question: What should Marvel fans know about the new Marvel Beginnings set that’s due out this spring?

Jason Masherah: “Innovation is one of the key drivers for us here at Upper Deck so I’ve tasked our Entertainment staff to really work to reinvent the collectible card category for properties like Marvel. Forget about inserts and autographs for a second. Let’s get down to what should really be important in a Marvel release: characters. Marvel Beginnings will be Part 1 of a three-part series that chronicles more than 500 characters in the Marvel Universe and will be the most comprehensive set ever produced. Each card will feature the highlighted character from an early appearance and then again sporting a more contemporary look. We will have a thorough biography on them to give them the credit they deserve. Think of Marvel Beginnings as the first part of a three-part encyclopedia to the Marvel Universe.

“With that being said, there will be exciting content in the product using new technologies like die-cut, holofoil and Micro Motion insert cards. Sketch cards from artists like Dan Panosian, Graham Nolan, Jim Cheung, Joyce Chin, Cat Staggs, Kate Bradley, Remy “Eisu” Mokhtar, Jonboy Meyers and David Mack. We’ll have autographs from Marvel favorites like Stan Lee, Brian Michael Bendis, Joe Sinnot, Kurt Busiek, Gerry Conway and David Micheline. We have a couple other surprises in store for this product that will have fans scouring to find boxes once it hits. If you love Marvel, this is going to be a pack-opening thrill like you’ve never had before with another brand. It’s going to be a lot of fun.”

Cards in the Marvel Beginnings series will document characters in the Marvel Universe

Cards will feature both heroes and villains in the comprehensive collection of Marvel characters

A variety of unique sketch cards drawn by artists will add to the experience of opening up packs of Marvel Beginnings

Obscure characters as well as favorites like Spiderman will be featured

Question: After Thor and Marvel Beginnings, you have a product slated around the theatrical release of Captain America. What can you tell us about that?

Jason Masherah: “The trailer just premiered during the Super Bowl and there seems to be a lot of good buzz about the movie right now. Our release will be similar to that of Thor with lots of compelling content including some very unique manufactured patch cards that look great. Sketch Cards, costume memorabilia, and actor/actress autograph cards will also be included.

Marvel fans are excited to see Thor and Captain America make their big screen debuts this summer

Question: Upper Deck Entertainment hasn’t shared a lot with fans as of late. Do you have any plans to engage fans in new ways and to keep them updated on what is coming out next?

Jason Masherah: “Absolutely. Yes, I feel like we haven’t been there for Marvel fans over the last year in particular primarily because there wasn’t a lot to share. I apologize for that and I can promise you that is going to change. We are happy to announce we have revamped our Twitter page to cater to all Upper Deck Entertainment releases. I encourage fans to follow us and chat with us by clicking here. Additionally we have a new Facebook page for Upper Deck Entertainment where we will answer questions, look for new ideas, share new images and run a variety of fun giveaways. I encourage Marvel fans in particular to “like” that page which they can find by clicking here. You can look for more stories on Upper Deck Entertainment products here on our Blog as well. Additionally, we are looking for writers and fans to assist us there. If you are interested in potentially writing for the Upper Deck Blog on entertainment products and the market as a whole, contact us today at upperdeckmarketing@upperdeck.com.”

Question: What does Upper Deck Entertainment have to say about its past performance in the market and what is next?

Jason Masherah: “As a company we’ve enjoyed some successes and endured some failures. We’ve done some things really well, but we’ve also made some mistakes along the way. We are not preoccupied with the past. We have a new team that’s very motivated to make trading cards fun for TCG and comic book aficionados alike. We’re going to do some things that people won’t be expecting this year and we are really anticipating the reactions we’ll see from that. We have some fresh new ideas to further invigorate the category and our focus is on the future. We can’t wait to show you what we have in store!”

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