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Upper Deck Gets Nostalgic with the Release of 2009-10 NHL Champ’s

Upper Deck’s latest edition of
the old tobacco card issue features more than just hockey cards as dinosaurs, fossils and memorabilia add to the mix


Carlsbad, CA (March 17, 2010) – Upper Deck’s 2009-10 NHL Champ’s set is designed to take collectors back in time with great vintage designs of today’s top hockey rookies, stars and legends. Many of the insert cards are the size of vintage tobacco cards, including rare autograph cards that are always in high demand. Memorabilia cards are unique in that they feature players outside of hockey with sports legends like Michael Jordan, Dan Marino, LeBron James and Tiger Woods included. Autograph and memorabilia cards combine to fall at a rate of four per box on average.
There are a variety of other inserts that make 2009-10 NHL Champ’s a much different pack-opening experience than other hockey brands with inserts that pay homage to vintage tobacco card sets. The “Wonders of the World” insert set captures popular locations around the world like the Taj Mahal, the Great Wall of China and the Great Pyramid of Giza to name a few. The “Natural History” insert set spotlights endangered species and extinct creatures like the Grizzly Bear, the Tyrannosaurus Rex and the Triceratops. The “Historical Figures” insert set provides a biographical look at many top politicos throughout history like Lester B. Pearson, George Washington and Barack Obama.


One of the most popular inserts returns in the Champ’s “Museum Pieces” set which include fossils, teeth and even tools from prehistoric times. These cards are definite showstoppers when collectors come across them.


“Champ’s is really a different type of set designed to take collectors back to the tobacco era, while integrating new technologies to deliver some really innovative cards like the ‘Museum Pieces’ inserts,” said Josh Zusman, Upper Deck’s hockey brand manager. “The vintage design and feel of the cards really take collectors to yesteryear. Besides having key inserts like autographs and memorabilia cards of the greatest rookies and stars from the NHL and beyond, 2009-10 NHL Champ’s is just a lot of fun to open.”


Upper Deck’s 2009-10 NHL Champ’s boasts five cards per pack and 20 packs per box. The product is currently on store shelves.


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