News from Upper Deck

25 Latest Articles
Friday, February 05, 2010

New Player in Town – Upper Deck International Bursts on the Toy Market

New Player in Town – Upper Deck International Bursts on the Toy Market

After ten years of success in the Trading Card Games industry, Upper Deck International is taking on toys and the result is no child’s play!  With an already expanding portfolio, UDI delivers some of today’s most popular toys.

With headquarters based in The Netherlands and offices in Germany, France, UK, Italy, Australia, Hong Kong and Japan; Upper Deck International also has representatives in the Nordics, Spain and Latin America.  Ideal for manufacturers and licensors who are seeking strong partners in the international market space, the company holds strategic positions in key entertainment markets.


“After losing the YGO TCG license most people thought this was the end of our international business.” says Nico Blauw, CEO of Upper Deck International. “However, we started planning to expand our business several years ago, and I am proud to say that our toys and games business is bigger today than our TCG business in 2008. This is an amazing achievement if you consider that almost 70% of our business in 2008 was related to TCG’s. It shows that we have the resources, creativity and flexibility to adapt in a fast changing environment.”

On a pan-European level UDI secured exclusive Toy rights with companies such as Moose (Crazy Sound and Spongi), Playmates (Yu-Gi-Oh! 5D’s) and All-in-One (Mickey Says).  On a more regional level the company has successfully signed exclusive distribution rights in the Benelux and German speaking markets for hot brands such as Bakugan and Tech Deck (Spin Master), Dino King toys (Playmates) and Gormiti (GP).

Following its own Huntik Trading Card Game, UDI will launch the Huntik toy line, featuring action figures of characters and Titans from the popular television show. The first figures will be available in October in Italy and the Benelux and roll out globally in 2010.

For its younger consumers, UDI has developed an original pre-school line which includes Scrolly and Kikaboo! (launching next Spring), both under classic licenses such as Disney Princess, Mickey Mouse Club House and My Friends Tigger & Pooh.

“As a company, we are excited to enter the toy market and are thrilled by the fact that we are bringing joy to so many consumers all over the world.  We also have great partners and we appreciate working with them every minute of the day.” adds Blauw.

UDI will continue to focus its business on third party distribution and developing licensed products as well as investing heavily in IP development.  The operations in Japan and Hong Kong under the coordination of HQ in the Netherlands will play a key role in this development.  “We have some very exciting new entertainment concepts that we look forward to bringing to the market as of 2011.”



New at UDI

Real Construction