Launch Calendar for September-November

September, 2007

Message from the Vice President of Marketing

SEPTEMBER AUGUST SEPTEMBER Dear Certifi ed Diamond Dealers, • MLB Factory Set • NBA LeBron James and Allen Iverson • Yu-Gi-Oh! TCG Champion • MLB Future Stars All-Star Vinyl fi gures Pack GAME #4 Fall is a great time for your customers to rededicate themselves to the hobby as summer • MLB SP Rookie Edition • NBA Kobe Bryant All-Star Vinyl fi gure • Yu-Gi-Oh! TCG Tactical vacations have ended, the kids are heading back in school and there is plenty going on in the • MLB SP Legendary Cuts (MPLS retro jersey version) Evolution Special Edition world of sports. This is a great time for you to reengage with the collectors and lapsed collectors that you might not • NBA Fleer Ultra • Yu-Gi-Oh! TCG Collectors have seen in a few months. Reach out to them with an e-mail or postcard and remind them of all the great products • NBA SP Game Used SEPTEMBER Tins Wave 1 hitting shelves in the coming months. We have added exclusive deals recently with Daisuke Matsuzaka for Baseball, • NBA First Edition • Tiger Woods & Jack Nicklaus Signed Golf’s Greatest canvas print Ltd. 250 Mark Messier in Hockey and we have resigned Kobe Bryant for Basketball, so there are plenty of reasons for collec- • NFL Premier OCTOBER • Ted Williams Cut Signature tors to be excited this time of year. • NHL Fleer Ultra • Yu-Gi-Oh! TCG w/ Photo Ltd. 9 While you are focused on keeping up with current, larger collectors, we encourage you strongly not to forget Structure Deck Rise of the • LeBron James Signed Eastern about another BIG opportunity to increase traffi c and drive sales in your stores this Fall; KIDS! September means Dragon Lords OCTOBER Conference Champions Photo Ltd. 123 “Back-To-School” time and over the last three years in particular, Upper Deck has invested considerable time and • MLB Ultimate Collection • Yu-Gi-Oh! TCG • Tiger Woods Signed PGA money marketing to kids. They are the future of the hobby so the goal of these programs is to make sports cards • MLB Masterpiece Championship Pin Flag Ltd. 500 Premium Packs relevant and compelling to kids. The Upper Deck Kids Rewards program and the www.upperdeckkids.com website • NBA Upper Deck • Tiger Woods Signed PGA Championship • Vs. System™ Galactus • NFL SP Rookie Threads Polo Display with Banner Ltd. 25 Giant Size have been tremendous successes in developing the youth of today into the collectors of tomorrow. • NFL Trilogy • Tiger Woods Signed SasQuatch Club Kids are more interested in sports cards than they have been in the last 15+ years. According to a leading Kids • NFL Ultimate Collection Head Display Shadowbox Ltd. 250 November Survey, over 40% of boys ages 6-14 are collecting sports cards. Two years ago, only 9% of boys were collecting • NHL Artifacts • NFL Ben Roethlisberger & Brett Favre • Yu-Gi-Oh! TCG Collectors cards. This momentum shows no signs of slowing. Upper Deck is running more KIDS TV ADVERTISING in Sep- • NHL MVP All-Star Vinyl fi gures Tins Wave 2 tember and October. The latest commercial promotes 2007 Upper Deck Football and a cool new Kids Rewards (Retro and Away versions) • Yu-Gi-Oh! TCG • NHL Martin Brodeur promotion called The Ultimate Score. Enclosed in this month’s mailing is a special Kids Rewards shelf talker. Place November Gladiators Assault the shelf talker beneath any new Upper Deck and Fleer products to show kids the packs that they have seen on TV. All-Star Vinyl fi gure • World of Warcraft • MLB UD Black If you’re interested in receiving more information on how to bring kids into your store and to receive a copy of our TCG Accessories • MLB SP Authentic OCTOBER latest commercial for free, please e-mail us at [email protected]. • MLB Sweet Spot • World of Warcraft Feast of • NBA Rookie Box Set We have focused our efforts to drive kids to hobby shops based primarily on feedback from customers like you. • NFL Sweet Spot Winter Veil Collector’s Set • Tiger Woods Signed SasQuatch Full We hope these efforts are paying dividends in your shops. Should you have any additional ideas on other ways we • NBA Hot Prospects • World of Warcraft March of Driver Display Shadowbox Ltd. 250 can help encourage kids to collect or ideas on what works well in your shop, please let us know. • NBA Artifacts • Shawne Merriman Personalized the Legion Boosters & • NHL Upper Deck Series 1 Footballs and Helmets Starters Sincerely, • NHL Jerome Iginla All-Star Vinyl fi gure • DC Comic Legends • NBA Carmelo Anthony All-Star Louise Curcio Vinyl fi gure Vice President – Marketing • NFL Tom Brady and Reggie Bush All-Star Vinyl fi gures

Customer Service Contact Information: 888-752-9832, [email protected] What’s Inside News & Notes This month’s Certifi ed Diamond Dealer kit includes a variety of great items for your store. If you have ideas on what you would of players like Daisuke Matsuzaka, Kevin Durant, JaMarcus Russell out for American League Rookie of the Year commemorative product like to see in future kits, let us know by sending a message to [email protected] and others are sure to create hobby hysteria when they release this if Dice-K brings home the coveted award in 2007. winter. Included in this month’s package: The new tin confi gura- TIGER WOODS DOES IT AGAIN • Your monthly product brochure with key information on upcoming Upper Deck tion for the brand ensures Tiger Woods is gearing up for the Fed Ex Cup after roaring to im- and Fleer releases. collectors are receiving pressive victories at the WGC-Bridgestone Invitational and collecting • EXCLUSIVE MLB Rookie of the Month wrapper redemption cards featuring tremendous value in every another major at the PGA Championship. He has now collected 13 the August rookie of the Month.* This month’s rookie is San Francisco Giants pack as well. Sweet Spot major victories and 19 PGA Tour victories in the past three seasons pitcher Tim Lincecum, one of the most sought-after hurlers in the 2006 draft Baseball, Sweet Spot with several more events to go. Upper Deck Authenticated is proud and one of the hottest pitching prospects in the National League. Please post Football and Sweet Shot to honor his achievements with a new line of items to commemorate one on the counter card you received previously to promote this item with your Basketball will feature two this latest major victory. Additionally, we have created one of the customers. • A postcard of Upper Deck Spokesmen Kevin Durant to send to your best NBA unique autograph cards more unique items ever produced of Tiger in the Signed SasQuatch customer inviting them to your shop. and two memorabilia cards in every tin. With the top spokesmen and Club Head Breaking Through Piece. Contact your Upper Deck • A Kids Rewards shelf talker to publicize the program in your store. most unique cards, collectors wishes have been answered. Authenticated sales rep or Authorized Distributor today for more • A Daisuke Matsuzaka promotional piece to inform your collectors Dice-K autograph rookie cards can only be found in Upper Deck information. products. THE NEXT GENERATION OF HOCKEY ROOKIES • A special UD Black Countdown Clock, Alarm and Calculator. The redemption has become a stand alone product line coming soon. PREPARE FOR A BIG YEAR Look for more great items in next month’s mailing! The Hockey card market has been blessed with two great seasons of *Rookie of the Month wrapper redemption cards are exclusive to US shops. Canadian shops receive Biography of the Season cards during solid rookies and this year appears to the hockey season. be no different. Familiarize yourself with the top fi ve prospects for this year: News & Notes 1. Jack Johnson (Los Angeles Kings) – The 20-year-old Johnson player to watc h, and cert ainly garnered a lot of collector attention. made his debut with the Kings late We are seeing similar demand with Dice K as we did in 2001 with last year and is projected to become BOSTON RED SOX HURLER DAISUKE MATSUZAKA Albert Pujols. T he market has been hungry for a a franchise defenseman and impact BECOMES THE ACE OF UPPER DECK’S STAFF rookie to come along like this and Dice K is cert ainly living up to player. Daisuke Matsuzak a has made quite an impression on big league expectations.” 2. Rob Schremp (Edmonton Oil- batters, most not wanting to st and in the bo x and face his full array ers) – The gifted, playmaking center is of pitches, much like the competition UD BLACK IS BACK! believed to emerge as one of the season’s top rookie performers. in the collectibles category where One of the most successful redemption programs of 2006 is 3. Petr Kalus (Minnesota Wild) – The speedy Kalus netted four Upper Deck reigns supreme. T hat is returning to card shops this year as goals in nine games last season and he is fi gured to add a much- SUBCASTS DEBUT AT COMIC-CON why the pairing of Daisuke and Upper a stand alone product for Base- needed scoring punch to the Wild this year. SubCasts are a new Marvel Deck was fi tting. The front runner for ball and Basketball. Details 4. Frans Nielsen (New York Islanders) – Considered an excel- licensed limited edition fi gurine American League Rookie of the Y ear on these highly anticipated lent two-way center, the talented Danish forward is expected to get line only from Upper Deck and the has agreed to an exclusive autograph releases will start to be re- plenty of time on the ice to make a difference for the Islanders. imaginative minds of design studio, and memorabilia deal with the market vealed on www.udblack. 5. Lauri Tukonen (Los Angeles Kings) – One of the most tal- TWEEQiM. Made of heavy poly- leader in sports cards and memora- com this month. More ented young Finnish players to enter the NHL in recent years, the resin, these large seven-to-ten inch bilia, Upper Dec k. and more information will be shared as the launch nears. The count- high-scoring right winger fi gures to be a regular contributor to the fi gures of iconic Marvel characters The fi rst of Matsuzak a’s Upper Dec k down for UD Black’s return is on! success of the Kings for the upcoming season. reinterpreted by TWEEQiM blur exclusive in pac k autographs and “The redemption program was received so well last year, collectors the line between designer toys memorabilia cards will be included in and dealers shared they wanted UD Black offered as it’s own brand and traditional comic character Upper Deck’s B aseball (S RP for Baseball and Basketball,” said Jason Masherah, Upper Deck statues. The SubCasts line kicked $4.99 releases August 29), U D Future St ars (SRP $4.99 releases Brand Manager. “Considering the NBA and MLB players we have off in August with the one and in mid September), S P Rookie Edition B aseball (S RP $4.99 signed to exclusive deals along with the unique technologies used in DICE-K SIGNS UPPER DECK AUTHENTICATED EXCLUSIVE only Spider-Man special sneak releases September 6) and U D Masterpieces B aseball (S RP UD Black, it’s safe to say collectors will be blown away.” Daisuke Matsuzaka, the Red Sox’s much heralded pitching import peek release of only 100 fi gures at $6.99 releases mid-October). Matsuzak a Rookie Redemption for from Japan, signed on as an exclusive spokesman with Upper Deck San Diego Comic-Con. This new card 128 in 200 7 SPx Baseball will now be good for an autograph SWEET SPOT AND SWEET SHOT DELIVER THE MOST Authenticated. The leading candidate for American League Rookie wave of fi gurines has something . SOUGHT AFTER ROOKIE AUTOGRAPH CARDS of the Year will sign the fi rst-ever authenticated Dice-K products to for traditional comic fans and the “Daisuke Matsuzak a has been a big story this year , everyone in IN THE HOBBY hit the market in late August. Matsuzaka signed baseballs will be new wave of fi gurine collectors. the hobby wants to get his Upper Dec k exclusive autograph and Collectors are always looking for a product that takes trading available in September, along with limited edition Kanji-inscribed and For additional info, check out www. game-used cards,” commented Louise Curcio, V ice President of cards to the next level. The Sweet Spot and Sweet Shot brands are MLB Debut-inscribed baseballs. Upper Deck Authenticated will fol- myspace.com/subcasts or contact Marketing for Upper Dec k. “We are excited to be able to bring sure to do that this year when the best rookies in the game today are low up the September launch with Red Sox home and away jerseys, your local distributor today. Dice K’s autographs to collectors exclusively . He’s an exciting signing the most unique cards in the market. Autograph rookie cards a MLB Debut Jersey Archives box and 16x20s in October. Also look