Build a better trading card. That is the simple principle on what Upper Deck was founded upon. Today we continue to innovate and work to create the highest quality trading cards in the market. Spawned from that continual drive and innovation comes the new Signature Kicks cards that will make their debut in the soon to be released 2013-14 Exquisite Collection Basketball set. Cards like this from Upper Deck prove there has never been a better time to be a Michael Jordan collector. Enjoy this first look at just some of the amazing cards autographed shoe cards that will be available in this release. These cards are catered directly to the sneaker collector as we used classic collectible shoes popular with sneakerheads in creating these cards. The cards will be randomly inserted into packs and available at hobby shops throughout North America on November 5, 2014.

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A major initiative for Upper Deck President Jason Masherah is to see Upper Deck more involved in serving our community. Much has been made of Upper Deck’s philanthropic efforts like the Heroic Inspirations program, but employees are also very active in volunteering in the community as well. Programs like Trick or Trade with law enforcement & Rady Children’s Hospital will be returning soon. Upper Deck has also made it a point to help out charities like Defending the Blue Line to help military families. And most recently, staff made time to help out the Feeding America charity.

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Many staff members made their way to volunteer at Feeding America San Diego. Feeding America is the nation’s leading domestic hunger-relief charity whose mission is to feed America’s hungry through a nationwide network of member food banks working to end hunger in our country.

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Feeding America allows volunteers to help with the reclamation process. This process is the sorting of food that has been pulled from grocery store shelves and is heading to the landfill, even though 60% of it is still perfectly good to eat. The reclamation steps include checking integrity of the packaging, comparing printed “best by” date to extended expiration and sorting the food by shape and size – all while keeping nutrition and food safety in mind.

During the afternoon that Upper Deck employees volunteered their time, there was over 1200 pounds of food sorted – this provided approximately 720 meals served. In addition, they also helped with the recycling process of expired foods and recycled over 300 pounds of materials.

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“As an AmeriCorps alumni, I think it is great that Upper Deck as company gives back to the community & allows employees to volunteer their time for such a great cause,” says Michael Jackson, art director for Upper Deck.

If you are interested in learning more about Feeding America & how you can become a volunteer, check out their website at: http://feedingamerica.org/

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When Canadians think of trading cards, Upper Deck wants to be the first brand that comes to mind. This is why Upper Deck was so excited to secure an exclusive deal with the Canadian Football League this year. And now that the product is coming off the production line, we wanted to give CFL fans a look at what they can expect from the release:

Great Photography

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Getting moving photography that captures the moment has been key to Upper Deck’s success over the years!

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Look for great imagery of your favorite CFL stars in Upper Deck’s new release!

Quality Card Stock & Anti-Counterfeit Hologram

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Cards will be produced on premium white card stock just like the Upper Deck NHL releases. Cards will also have color photography on both sides. Most importantly, UD CFL cards will include an anti-counterfeit hologram!

A Set Within A Set!

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Collect a set within a set with the O-Pee-Chee insert cards found randomly inserted into packs. The O-Pee-Chee brand has tons of heritage in Canada and you can get two sets for the price of one!

Game-Jersey Cards

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Game-Worn memorabilia cards make their way to CFL releases, don’t miss them!

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Take home a piece of the game from your favorite CFL players and teams!

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Look for rare game-worn patch variation cards as well!

Rookie Cards

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Grab rookie cards from players making their first appearance in the CFL!

Autograph Cards

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Find rare authentic autograph cards from CFL talents!

Surprises!

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Be on the look out for unannounced content found in 2014 Upper Deck CFL packs!

Don’t miss 2014 Upper Deck CFL cards when they arrive in stores on October 8! You will also be able to get them from Upper Deck’s online store at www.upperdeckstore.com.

 

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It’s Throwback Thursday so let’s go back through Upper Deck’s trading card history and come up with a fun giveaway. In case you haven’t heard, the Kansas City Royals clinched the American League Wild Card Tuesday night against the Oakland Athletics and man was it a game to watch! Salvador Perez singled home the game-winning run in the12th inning for a thrilling 9-8 victory over the Athletics. The crowd watched in amazement (including Hall-of-Famer George Brett) at the spectacle that unfolded before their eyes. So let’s put up a throwback card and see if our fans can come up with some great captions for the card! Please share your comical caption to this card for your opportunity to score a complete Upper Deck 25th Anniversary Set!

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Important Promotion Guidelines:

  1. You can only submit one comment per email address so think about it before you post.
  2. Comments are moderated so keep them clean and in good taste as we have a lot of youngsters on these pages. Comments deemed inappropriate will not be posted or eligible to score card set(s).
  3. Make sure to review other caption before you post. If you have the same comment as someone else or make slight improvements to it, the credit will go to the first person who posted the comment.
  4. You have until Friday morning, October 3rd at 8:00 a.m. PT to post your caption before this promotion is closed.
  5. Upper Deck will review the captions posted and select one (1) fan who most skillfully share a comical comment to coincide with this card.
  6. Only the customer selected to receive the card set will be contacted via email, so please make sure to provide an accurate email address when you leave your comment.
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Males make up the majority of the sports trading card and gaming card categories. While there certainly are some die-hard female sports card collectors and gamers in the hobby, there really are not many offerings geared directly to young girls to get them involved with trading cards.

“I know a lot of female collectors who are just as savvy in the world of collecting as their male counterparts,” said Chris Carlin, Upper Deck’s senior marketing and social media manager. “Females make up a small segment of the collecting community and as an industry, I just don’t feel we have done enough to engage girls. That is something that has really been missing, to offer products that will show them how much fun the hobby can be.”

“I think the biggest problem with previous female-focused products was that they were produced just like the male-focused products, just with female oriented subjects,” said Mendy Cady, girls category brand manager for Upper Deck. “Girls have different interests than boys who collect, and the offerings we put out should take those differences into account.”

When Cady came on board with Upper Deck last October, that strategy was something she definitely wanted to change going forward. At that time, Upper Deck had experienced some success with Hello Kitty® offerings that were different than just normal trading card releases, but Cady worked to really make these releases have interactive elements that girls would love.

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The Upper Deck team made Comic Con a memorable event with a variety of promotions with Hello Kitty at the show.

“For Upper Deck’s latest Hello Kitty® 40th Anniversary Fun packs, we wanted to make them just that; fun,” said Cady. “There are some traditional trading card elements, but this product is much more than that. There are miniature figures that girls will love to collect and play with along with albums, puzzles, stickers, trivia, timelines and much more. These cards are an experience that cater directly to young girls. It’s about time girls had a line of trading cards made specifically for them.”

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Upper Deck saw the results of the paradigm shift in strategy first hand at Comic Con where the company produced special Hello Kitty® 40th Anniversary bundles (blow-up cards from different decades with figurines) that sold out incredibly quickly. Hundreds of bundles were gone before the show was over.

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Upper Deck’s Comic Con promotion for Hello Kitty was extremely popular with fans pushing to get their hands on limited-edition collectibles before they sold out.

“Our learning from Comic Con is that for the next show, we should probably create a lot more,” said Cady with a smile. “It is a good problem to have however. You want there to be interest and demand for the collectibles you are creating. We are excited to bring other unique offerings to future events like Hello Kitty® Con which runs October 29 – November 2 in Los Angeles. Upper Deck will have a solid presence with offerings and experiences that girls of all ages will love.”

One of the elements that makes the Hello Kitty® property so compelling for Upper Deck’s girl-focused marketing efforts is that the age range of fans for Hello Kitty® fans runs the full spectrum. The company is finding it is not just young girls who are excited about new releases, but teens and adults as well.

“One of the elements we added to the Hello Kitty® 40th Anniversary fun packs was original artwork from the different decades (1970’s, 1980’s, 1990’s and 2000’s) which really seems to be striking a chord with older Kitty fans,” said Cady. “She has definitely evolved over the years, but there are moments in time we capture in this set that help bring adult fans back to their youth. That is one of the powerful aspects of a product like this.”

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Upper Deck’s Hello Kitty® 40th Anniversary fun packs are available at select retail locations like Target, Walmart, Toys ‘R’ Us, Sanrio.com and Upper Deck’s online store (www.upperdeckstore.com). Pick up some packs today for your daughter, niece, granddaughter or yourself!

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