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Between the Lines Vol. 12

Making the Most of National Hockey Card Day

Upper Deck is preparing for one of its most successful promotions - National Hockey Card Day (NHCD), taking place on Saturday, February 6, 2016.  The date coincides with the 16th annual Hockey Day in Canada, featuring all seven Canadian NHL teams in action. 

Hockey fans in both Canada and the United States will be able to visit their local hobby shop for a free pack of cards created by Upper Deck exclusively for NHCD.  The15-card set features the game's hottest stars and legends, including this year's crop of incredible rookies. The set also includes Hockey Heroes and Canadian Pride content.  A bonus 16th card is available with an in-store purchase; for Canadian collectors that will be a Connor McDavid Memorable Moments card. Upper Deck has also hinted at a surprise insert.  Last year, it was a Young Guns Tribute card.  This year, the mystery insert is guaranteed to be highly sought-after. 

NHCD provides a golden opportunity for retailers to do more than just be a pit-stop for a free pack of cards. With the excitement surrounding this year's rookie players, NHCD will bring  hockey fans to hobby stores in record numbers. This is an opportunity to engage new and lapsed collectors by providing them with an unforgettable experience that will bring them back for years to come.  For kids in particular, NHCD provides a way to plant the seed of the joy of collecting and cultivate a future community of collectors.  

We strongly encourage all hobby shops to start planning now for the year's biggest event.  Here are some suggestions to make the most of NHCD:  

bring in extra staff to manage crowds and serve customers  
offer food and refreshments
create incentives for customers to post to social media
engage customers with hockey-themed trivia games, raffles and door prizes
live stream and tweet the day's events
build your contact list by collecting customer information (raffle entry, etc.)
promote a future event (e.g. release party for future UD product; playoff pool; bring a friend event)

To support events in Canada, Upper Deck will provide 40 stores with a promotional package that will include How to Collect Guides, New Collector Binders, Promotional Cards and Autographed Memorabilia.  To be eligible, you must submit a one-page plan on how you will use NHCD to promote Upper Deck NHL products.  Upper Deck will be looking for creative ways to make NHCD a great experience for your customers, above and beyond giving out a free pack. 

In closing, at our recent Retailer Summit, Adam Larry, NHLPA Director of Licensing and Associate Counsel, urged attendees to capitalize on this extraordinary season as a catalyst for future growth.  To that end, NHCD is a glorious scoring opportunity. Submit your plan today.



2016 National Hockey Card Day Checklist

Canadian Set

Canadian Pride
CAN-1 John Tavares, New York Islanders
CAN-2 Carey Price, Montreal Canadiens
CAN-3 Taylor Hall, Edmonton Oilers
CAN-4 Andrew Ladd, Winnipeg Jets
CAN-5 Sean Monahan, Calgary Flames

Canada’s Rookies
CAN-6 Connor McDavid, Edmonton Oilers
CAN-7 Sam Bennett, Calgary Flames
CAN-8 Robby Fabbri, St. Louis Blues
CAN-9 Max Domi, Arizona Coyotes
CAN-10 Nicolas Petan, Winnipeg Jets

Hockey Heroes
CAN-11 Wayne Gretzky, Team Canada
CAN-12 Bobby Orr, Boston Bruins
CAN-13 Lanny McDonald, Calgary Flames
CAN-14 Glenn Anderson, Edmonton Oilers
CAN-15 Doug Gilmour, Toronto Maple Leafs

Memorable Moments
CAN-16 Connor McDavid, Edmonton Oilers


American Set

Stars in Stripes
USA-1 John Carlson, Washington Capitals
USA-2 Phil Kessel, Pittsburgh Penguins
USA-3 Zach Parise, Minnesota Wild
USA-4 Kevin Shattenkirk, St. Louis Blues
USA-5 Corey Schneider, New Jersey Devils

America’s Rookies
USA-6 Jack Eichel, Buffalo Sabres
USA-7 Dylan Larkin, Detroit Red Wings
USA-8 Noah Hannifin, Carolina Hurricanes
USA-9 Artemi Panarin, Chicago Blackhawks
USA-10 Oscar Lindberg, New York Rangers

American Icons
USA-11 John Vanbiesbrouck, New York Rangers
USA-12 Doug Weight, New York Islanders
USA-13 Chris Chelios, Detroit Red Wings
USA-14 Brett Hull, St. Louis Blues
USA-15 John LeClair, Philadelphia Flyers

Memorable Moments
USA-16 Jack Eichel, Buffalo Sabres