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Message from the Director of Hobby Sales Launch Calendar for July

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Launch Calendar for July-September July, 2007 Message from the Director of Hobby Sales JULY JULY JULY Dear Valued Hobby Dealer, • MLB Artifacts • Kevin Durant Signed NBA Basketball • Vs. System World’s Finest Approximately six months ago, we made a fundamental decision to change the way we distribute our with Engraved Logo Ltd 135 Booster Packs • MLB Elements product in an effort to drive traffic to legitimate hobby stores. We believe trading cards are an experience to • Sandy Koufax Signed Hall of Fame • Vs. System World’s Finest • NHL Be A Player Baseball Ltd 500 be enjoyed in the store you have invested so much time and energy to build. Based on the feedback we have been receiving from Celebration Kit Signature Edition • Tiger Woods Signed Nike Polo Shirt customers like you, it appears we made the right choice. • World of Warcraft Battle • NFL Fleer Ultra SE Ltd 100 You have shared with us that you were tired of continually seeing a gray market generated by web businesses operating from Ground Kit #4, Yu-Gi-Oh! • MLB Fleer Ultra SE • NFL 1:80 scale Peterbilt Tractor their apartments and “weekend warrior” show dealers. We heard from you that these types of businesses do not have as much with Trailer TCG Duel Academy Starter • MLB Sweet Spot Classic invested in the hobby as you do, so the choice was made to streamline our distribution. To continue to see the positive changes • NFL 1:64 scale Ford SVT Adrenalin (Jaden/Truesdale) • NFL SPx Concept with NFL player Trading card we have been experiencing because of this program, we need your help. • Babe Ruth All-Star Vinyl figure Please abide by the brick & mortar agreement that you signed. If you sell to collectors, and allow authorized distributors to AUGUST sell to legitimate shops, there will be less opportunity for non-brick & mortar businesses to negatively affect the market and your AUGUST • Yu-Gi-Oh! TCG • NBA Chronology livelihood. Please be aware of who you are selling to and what they are doing with the product. If they act in a manner that is ir- AUGUST Collector Tins responsible or that damages the ability of other shops to sell our products, we will respond by going to the source. • NHL Victory • Tiger Woods Signed SasQuatch Club • Yu-Gi-Oh! TCG Tactical Unfortunately, five shops have been removed from the certified Diamond Dealer program since April. These shops no longer • NFL Upper Deck Head Display Piece Ltd 250 Shadowbox Evolution Booster Packs have the ability to purchase and market both Upper Deck and Fleer products, either direct or through an authorized distributor. • SP Game Used Basketball • Michael Jordan Signed Wings Breaking • Vs. System Marvel Legends Through Thirty two different shops have received warnings for violating their agreements and if they receive another, they will be removed • NBA Fleer Ultra SE Booster Packs • NFL Players 2007 Rookie Premiere from the program as well. We have incorporated new methods of tracking products and their origin. Tracking stickers can now • MLB Goudey Trading Card Box Set • World of Warcraft Fires of be found inside and outside of boxes. We have also created a network of agents to buy products being sold in violation of the • MLB SP Rookie Edition • NFL 1:64 scale Dodge Charger with Outland Booster Packs agreement. In this ever-changing market, there is little doubt that you will want to be able to carry products manufactured by Up- • MLB SP Legendary Cuts NFL player trading card per Deck. As your partner, we are enforcing this program aggressively because you asked us to. The ultimate goal is stimulating • NFL 1:87 scale Ford F-150 with Sticker SEPTEMBER store traffic and growing your business. • NHL Martin Brodeur All-Star Vinyl figure • Yu-Gi-Oh! TCG Champion We recommend you use e-commerce tools for reselling products wisely. For years, hobby shops have grown tired of hearing SEPTEMBER • NBA LeBron James & Allen Iverson Pack Game #4 • MLB Fleer Factory Set All-Star Vinyl figures customers say, “We can get it cheaper online.” As the only source for product, you are damaging your business partners and this • Yu-Gi-Oh! TCG Tactical • MLB Future Stars industry by putting new products up for auction immediately after release. We have been tracking sales of new products through Evolution Special Edition • MLB Ultimate Collection online auction sites like e-Bay. While it is not a violation to sell some of your allocation online, it begs the question for those that SEPTEMBER do, “Is this customer getting too much product?” We will look to adjust allocations to customers who post product through online • NBA Artifacts • Tiger Woods & Jack Nicklaus Signed auction sites like e-Bay right at launch. Please order responsibly and purchase what you can support in your store. • NBA Upper Deck Golf’s Greatest canvas print Ltd. 250 • Ted Williams Cut Signature w/ Photo Be proud to be a certified Diamond Dealer. You are our partner and we will do all we can for you to be successful. We have • NFL Trilogy Ltd. 9 plans to begin referring consumer traffic to your locations while also creating a Diamond Dealer locator on product pages of our • NFL SP Rookie Threads • LeBron James Signed Eastern website. We have designed marketing programs for you to allow you to better merchandise and promote your store. We will be • NHL Fleer Ultra SE Conference Champions Photo Ltd. 123 launching a business-to-business website in the coming weeks to allow direct accounts to place orders online and check their • NHL MVP • NFL Brady, Favre, & Roethlisberger status. All Diamond Dealers will be able to use this site to find additional information on product releases and other promotions. All-Star Vinyl figures (Retro and Away We welcome your feedback on how we can improve on this program to better your business. If you have comments, please versions) • NFL Reggie Bush All-Star Vinyl figure contact us at dealer [email protected]. Thank you for your continued support of the Upper Deck Company and have a great summer. Good selling! Sincerely, Customer Service Contact Information: Mike Phillips 888-752-9832, [email protected] Director of Hobby Sales What’s Inside News & Notes This month’s Certified Diamond Dealer kit includes a variety of great items for your store. If you have ideas on what you would of the 12 Sports Royalty packs per case YU-GI-OH! like to see in future kits, let us know by sending a message to dealer [email protected]. will feature an autograph version of these Upper Deck Entertainment is proud to present to our direct hobby stars. Some of the great gaming accounts the official Yu-Gi-Oh! Trading Card Game Hobby Included in this month’s package: names to appear in this League kit. 2007 Yu-Gi-Oh! Hobby League: Starting with Kit #5 • Your monthly product brochure with key information on upcoming Upper Deck and Fleer releases insert are Mia Hamm, (July), exciting new content will be revealed. Everything that you’ve • EXCLUSIVE MLB Rookie of the Month wrapper redemption cards featuring the June rookie of the Month.* This month’s Jeanette Lee (the Black come to expect from the Hobby League kits is still a part of the rookie features Houston’s sensational slugger, Hunter Pence. Please post one on the counter card you received previously to Widow of billiards fame), program. Included in this kit is the new Ultra Rare card Crystal Beast promote this item with your customers. • A poster featuring one of UD’s latest spokesmen, Kevin Durant. With the Gordie Howe, Dean Ruby Carbuncle. The next three months will be themed around the draft recently completed this is a great piece to capitalize on the excitement Smith, and tennis great infamous Rainbow Dragon and Crystal Beast, which most gaming for this coming season’s products in Basketball. Martina Hingis! The name fans are eagerly anticipating. These cards should be a driving tool • Upper Deck Authenticated’s newest creation, Wall Stars. These have been that is creating the most to draw players into your local store events. For more information on extremely popular with younger collectors and veteran hobbyists alike. Just excitement right now is participating in the Yu-Gi-Oh! Hobby League, please contact us at peel, stick and enjoy… For more information on these contact your distributor Kevin Durant as this set will feature his first ever autograph card. (888) 362-6022. or visit www.udwallstars.com. An additional box topper pack has also been seeded to fall in every • NHL “Great Rookies” POP Materials case on average. There will be one Double Play card #’d to 15, a • Upper Deck Hats for loyal collectors or staff Diamond Stars #’d to 15 and an original Goudey, Diamond Stars, From Upper Deck Authenticated: • 2007 MLB Masterpiece 8x10 promo piece (more details on this exciting piece and product BELOW) or Double Play buy-back card! So there will now be two original Look for more great items in next month’s mailing! Goudey buy-back cards per case. Football fans and trading card enthusiasts know that it’s that time of year again to start looking for the NFL’s hottest rookies of 2007. *Rookie of the Month wrapper redemption cards are exclusive to US shops. Canadian shops receive WHAT’S OLD IS NEW AGAIN WITH Look no further to Upper Deck to make that happen. We are proud Biography of the Season cards during the hockey season. SP ROOKIE EDITION BASEBALL to present the 2007 Upper Deck NFL Players Rookie Premiere Box Capitalizing on a very strong rookie class Set.
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