INSIDE HOCKEY

TRADING CARD EXPLOSION Twenty-five years ago, licensing rights for hockey cards were a contentious issue during the players’ strike

T IS HARD TO IMAGINE A TIME The new cards were well when people would line up received not only for their aes- outside a store to buy new thetic improvements. Specula- I hockey cards, especially to tors stockpiled rookie cards those who have never been col- of players like Sergei Fedorov, lectors. It’s also hard to fathom Jaromir Jagr and Jeremy something seemingly as trivial Roenick, hoping their first cards as trading cards would become would one day match Gretzky’s one of the main factors in a rookie card in value. To keep up players’ strike. with the demand, companies Hockey cards hit the big-time produced cards like a license by 1990, evolving from fun col- to print money during the lectible keepsake to valuable 1990-91 and 1991-92 seasons. investment commodity. In 1982, Suddenly, royalties were worth Dale Weselowski, owner of Ab fighting over, swelling to $16 D. Cards in Calgary, sold Wayne million per year. “Trading cards Gretzky’s 1979-80 O-Pee-Chee in the early 1990s was a really rookie cards for $1.50 each. big business,” said Adam Larry, By 1990, he was getting $500. director of licensing for the NHL “Everybody and his dog started Players’ Association. “It brought collecting hockey cards,” in not just collectors but inves- Weselowski said. “When Upper tors. When there’s demand for Deck hockey cards first came a product, you will see more out in 1990, we had people lined companies get into it.” up outside our door, waiting for According to reports our store to open.” published in 1992, the NHLPA Established players Topps received $11 million of the $16 with the players keeping their FAT CATS FATTEN COFFERS and O-Pee-Chee were joined by million in royalties generated by share of the trading card royal- Cards were a big deal in the early Score, Pro Set and Upper Deck cards that year. NHL team own- ties and gaining greater control ’90s, and the NHL wanted to get a bigger slice of the NHLPA’s pie. for the 1990-91 season. Those ers wanted a bigger share of over their likeness rights. three companies modernized that revenue, which the players The following year, the NHL cards, with full-color printing weren’t willing to concede. By addressed the glut of cards in Gretzky-like values. But there’s on both sides, higher-quality comparison, the NHL made only the marketplace and limited no shortage of products to cardstock, better photography, $5.5 million on their TV deal in companies to making two sets appease today’s fan. “Licens- larger sets and wider player the U.S. for the 1991-92 season. each. When the 1994-95 ing is huge now in hockey,” said selections, including cards of Playoff revenue and free lockout rolled around, one de- Rand Simon, a player agent with recent draft picks and players agency rules also contributed mand the players made was to Newport Sports Management, who debuted that year. “These to the player strike in April 1992, increase the number of sets per Inc., and former editor of The improvements brought a new but it was the disagreement licensee. As a result, companies Hockey News and Collectors generation into collecting over trading cards that really were again allowed to produce World, which covered the card cards, as well as bringing back stalled negotiations. It wasn’t more than two sets, including market. “Trading cards are just adults who collected during just the money, either, but the higher-priced, premium prod- a small part of it now. Video their youth,” said Grant Sand- question of who owned the ucts similar to what was in the games are probably the single- ground, director of product players’ likeness rights – the baseball card marketplace. biggest item today. If the Play- development for Upper Deck. players or the league – when Today, not everyone – or their ers’ Association didn’t fight for “It really cemented hockey as licensing new merchandise. dog, for that matter – collects likeness rights then, who knows one of the four major sports in After 10 days, the NHL and the hockey cards. And rookie cards where all of this would have collectors’ minds.” NHLPA came to an agreement, from the 1990s never did reach ended up.” – SAL BARRY

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