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18 UPPER DECK O-PEE-CHEE HOCKEY RETAIL

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Upper Deck Launches 2010-11 SPx Hockey; Beautiful Shadowbox Cards Return for Year No. 2!
Latest release maintains collectors’ favorite pull: two rookie jersey cards per box, on average

Carlsbad, CA, Tuesday February 01, 2011
The Upper Deck Company is excited to announce the release of its newest trading card set: 2010-11 SPx Hockey! Blending an incredible mix of sought-after insert cards in every hobby box including an autographed Rookie Jersey card, a second jersey card featuring a rookie, and either a “Winning Materials” or “Winning Combo” jersey card, SPx Hockey is ready to light up lamps across North America.



“We are stoked to say the least about this year’s SPx offering,” said Josh Zusman, Upper Deck’s Hockey brand manager. “The well-received Shadowbox inserts return for another year with autographed versions this time around. And the addition of SPx ‘Finite Rookies’ will provide added chase to the set as there are three different tiers of numbering associated with these outstanding newcomers.”



The 100-card base-level set boasts an outstanding lineup of retired greats, current superstars and much-touted rookies. Legendary names like Gordie Howe, Bobby Orr and Wayne Gretzky jump off the checklist in various subsets and insert collections, while the top rookies in today’s game including Taylor Hall, Jordan Eberle, P.K. Subban, Jeff Skinner and Derek Stepan are covered via a robust assortment of highly coveted inserts including SPx Rookie Jersey cards (numbered to 799 each); SPx Autographed Rookie Jersey cards, Level 2 (numbered to 499); and SPx Finite Rookies, Level 3 (number to 99). What’s more, picking up where 2010-11 Black Diamond Hockey left off, is that one “Ice Premieres” rookie card will fall in every box!



The extremely popular SPx Shadowbox inserts return this year featuring a wide variety of top-notch talent from rookies like Subban and Nazem Kadri to current superstars Alex Ovechkin and Steven Stamkos to legends including Mark Messier, Mario Lemieux and Bobby Hull. A special insert collection entitled “SPx Shadowbox Stoppers” highlights some of the best goaltenders of today including Roberto Luongo, Martin Brodeur, Carey Price and Ryan Miller. The highly sought-after and extremely rare autographed versions of the Shadowbox inserts include signatures from Gretzky, Orr, Howe and current Penguins Team Captain Sidney Crosby.



There will also be autographed (1:252 packs) and unsigned (1:126 packs) versions of the “Flashback Fabrics” insert lineup spotlighting such renowned players from yesteryear as Luc Robitaille, Marcel Dionne, Patrick Roy, Steve Yzerman and Jari Kurri, along with today’s fan favorites from Ovechkin and Brodeur to Dany Heatley and Adam Oates, all sporting retro jerseys of their respective teams.



Upper Deck’s 2010-11 SPx Hockey set boasts four cards per pack and 18 packs (plus one bonus pack) per box and is currently available on store shelves.



About Upper Deck

Upper Deck is the leading sports and entertainment trading card and collectibles company. For more information on Upper Deck and its products please visit www.upperdeck.com.



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