Upper Deck continues its efforts to grow business outside its sports brands.
The Upper Deck Company has established a long-term licensing agreement with Marvel Entertainment, Inc. The multi-year arrangement provides Upper Deck with the rights to produce trading card games (TCGs), miniature games and trading cards based on the Marvel Universe. The first wave of products is scheduled to hit the market in January 2010.
“This is huge,” said Scott Gaeta, Upper Deck’s director of New Business Development. “We are extremely excited about the possibilities that this newest partnership opens up for us. Gamers and trading card enthusiasts alike will benefit greatly as a result of the collaborative efforts by both companies.”
The long-term partnership grants Upper Deck rights to develop products based on Marvel’s comic books and Marvel Studios’ upcoming feature film releases, including Iron Man 2, Thor, The First Avenger: Captain America and The Avengers.
“The Marvel Universe and Marvel Studios‘ upcoming slate of feature films are ideally suited for trading cards and trading card games that will appeal to a wide audience,” said Paul Gitter, President, Consumer Products, North American for Marvel Entertainment. “Upper Deck is a true industry leader with a wide network of retail distribution, enabling us to fully leverage the trading card and gaming arena to bring fans another exciting, interactive experience with the Marvel brand.”