UPPER DECK INTRODUCES REAL-TIME TRADING CARD PROGRAM, UPPER DECK MOMENTS™
Carlsbad, CA (September 30, 2026) – Upper Deck, the worldwide leader in sports and entertainment collectibles, is introducing Upper Deck Moments
as the new brand for its revamped multi-licensor print-on-demand trading card program. Top plays, memories, events, and more will be turned into physical trading cards available to collectors around the world on UpperDeckEPack.com, Upper Deck’s patented platform that creates an unmatched experience for collectors. On e-Pack®, collectors will be able to purchase packs of Upper Deck Moments and collect cards shortly after those moments occur; they will also be able to open those packs and see their cards immediately, manage them in their digital collection, trade them with other collectors, choose to ship physical cards home, or sell them through connected retailer The Authority. Upper Deck Moments will initially roll out alongside the start of the 2026-27 NHL season, with the first Moment available now commemorating Evan Bouchard becoming the first defenseman in NHL history to score 5+ points in a season opener, and the first defenseman in 46 years to score a hat trick in a season-opening game. Upper Deck Moments will extend to Upper Deck’s class-leading licenses in the future, and the program will eventually expand to include entertainment, pop culture, and more so all fans can collect the moment with Upper Deck.
“One of our most important goals in creating products is turning memorable moments into keepsake collectibles,” said Jason Masherah, President of Upper Deck. “With Upper Deck Moments, we’ll be able to celebrate headline-making events across sports, entertainment, and beyond, helping fans and collectors join in and become a part of celebrating these moments.”
Top plays, memories, events, and more will be turned into physical trading cards available to collectors around the world on UpperDeckEPack.com, Upper Deck’s patented platform that creates an unmatched experience for collectors. On e-Pack®, collectors will be able to purchase packs of Upper Deck Moments and collect cards shortly after those moments occur; they will also be able to open those packs and see their cards immediately, manage them in their digital collection, trade them with other collectors, choose to ship physical cards home, or sell them through connected retailer The Authority.
All Upper Deck Moments cards will have a unified card design and product structure. Cards will start at .99 on e-Pack® and will release shortly following the milestone they are capturing. Collectors can also receive additional cards, including a Gold Parallel delivered as a bonus card at the time of pack opening, as well as serial numbered parallels including Red (numbered to 25), Blue (numbered to 10), and Black (numbered 1-of-1) delivered at the end of the sales window, as well as Autograph Parallels (numbered to five) and Black Autograph Parallels (numbered 1-of-1) for select Moments.
Upper Deck Moments will launch initially with top highlights from the start of the 2026-27 NHL season, and will follow shortly after with PWHL as the league kicks off its 2026-27 season. Following the initial launch, Upper Deck Moments will then expand across Upper Deck’s license portfolio to include more sports properties, entertainment, and pop culture. Find more information about the Upper Deck Moments program on UpperDeck.com.
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About Upper Deck
Upper Deck is a global entertainment company creating trading cards, memorabilia, collectibles, games, and online platforms that deliver the experiences collectors crave. Upper Deck has set the unmatched industry standard for quality, authenticity, and innovation, and continues to bring generations of fans closer to their favorite athletes and characters with unique and authentic sports and entertainment product offerings, as well as its digital trading ecosystem. The company prides itself on creating collectibles that produce invaluable experiences for sports and entertainment’s most dedicated and loyal fans, with a goal to deliver excellence to the community across the most coveted properties as a means to develop memorable moments for collectors of all kinds.
Find more information at www.upperdeck.com or follow us on Facebook (/UpperDeck), Instagram (UpperDeckSports), X (formerly known as Twitter) (UpperDeckSports), and YouTube (UDvids).
Media Contact:
Nicole Curro, nicole@carvecomms.com
NHL and the NHL Shield are registered trademarks of the National Hockey League. © 2026 NHL. All Rights Reserved.
The post UPPER DECK INTRODUCES REAL-TIME TRADING CARD PROGRAM, UPPER DECK MOMENTS™ appeared first on Upper Deck.
NUMBER TWO OVERALL NHL DRAFT PICK IVAR STENBERG JOINS UPPER DECK AS EXCLUSIVE ATHLETE
Carlsbad, CA (October 1, 2026) – Upper Deck, the worldwide leader in sports and entertainment collectibles, is proud to announce the addition of Ivar Stenberg to its roster of exclusive athletes. The second overall selection of the San Jose Sharks in the 2026 Upper Deck NHL Draft, Upper Deck will be the exclusive producer of Stenberg’s trading cards and memorabilia, featuring his name, image, likeness, and autograph as he begins his career in the NHL.
“Ivar has already established himself as one of the most exciting young players in hockey. His accomplishments span from Sweden’s top professional league to being one of the leading scorers for his country at the 2026 World Junior Championship,” said Jason Masherah, President of Upper Deck. “He’s poised to have a promising and long career in the NHL, and we can’t wait to help fans connect with him through premium memorabilia and trading cards as he steps on the ice in the NHL.”
Stenberg has rapidly established himself as one of hockey’s most dynamic young players. Developing through one of Sweden’s top programs, he recorded 33 points in 43 games during the 2025-26 season, the third-highest mark by a draft-eligible player in Swedish Hockey League history. Internationally, Stenberg was a key player for Team Sweden at the 2026 World Junior Championship, helping lead the team to a gold medal and tying for the team lead in scoring, showcasing his ability to elevate his game against top global competition. With his combination of speed, vision, and playmaking capability, Stenberg continues to emerge as one of the most promising players to watch as he takes the next step in his hockey career in the NHL.
Ivar Stenberg’s first Upper Deck Authenticated collection is available now celebrating his selection second overall by the San Jose Sharks in the 2026 Upper Deck NHL Draft. It features a signed draft day print, a signed 2026 Upper Deck NHL Draft puck, and a signed San Jose Sharks puck. Stenberg’s trading cards will be available in Upper Deck products, including his highly anticipated rookie cards like Young Guns®, his rookie debut jersey cards as part of the Upper Deck Debut Game Jersey Program, and his first on-ice NHL trading card as part of Upper Deck’s ‘New Arrivals’ program on Upper Deck e-Pack®. To stay up to date on all of Stenberg’s upcoming Upper Deck trading cards and memorabilia, visit UpperDeck.com.
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About Upper Deck
Upper Deck is a global entertainment company creating trading cards, memorabilia, collectibles, games, and online platforms that deliver the experiences collectors crave. Upper Deck has set the unmatched industry standard for quality, authenticity, and innovation, and continues to bring generations of fans closer to their favorite athletes and characters with unique and authentic sports and entertainment product offerings, as well as its digital trading ecosystem. The company prides itself on creating collectibles that produce invaluable experiences for sports and entertainment’s most dedicated and loyal fans, with a goal to deliver excellence to the community across the most coveted properties as a means to develop memorable moments for collectors of all kinds.
Find more information at www.upperdeck.com or follow us on Facebook (/UpperDeck), Instagram (UpperDeckSports), X (formerly known as Twitter) (UpperDeckSports), and YouTube (UDvids).
Upper Deck Media Contact:
Matt Burkey, matt@carvecomms.com
NHL and the NHL Shield are registered trademarks and NHL Draft name and logo are trademarks of the National Hockey League. © 2026 NHL. All Rights Reserved.
The post NUMBER TWO OVERALL NHL DRAFT PICK IVAR STENBERG JOINS UPPER DECK AS EXCLUSIVE ATHLETE appeared first on Upper Deck.
Categories: Upperdeck Tags: Athlete, Deck, Draft, exclusive, IVAR, Joins, Number, OVERALL, Pick, STENBERG, Upper
UPPER DECK ANNOUNCES NEW LICENSING AGREEMENT WITH HASBRO
Carlsbad, CA (August 26, 2026) – Upper Deck, the worldwide leader in entertainment and sports collectibles, is expanding its industry-leading entertainment license portfolio as it announces a new deal with Hasbro, a leading games, IP and toy company. As one of the most popular entertainment brands in the world, Hasbro has consistently ranked in License Global’s Top 10 Global Licensors for 11 consecutive years. Through this collaboration, Upper Deck will bring memorable moments and characters from Transformers, Power Rangers, G.I. Joe, M.A.S.K., Jem and the Holograms, and other fan-favorite properties to trading cards and games designed for long-time enthusiasts and collectors alike. The debut product through this new collaboration will celebrate the 40th Anniversary of The Transformers: The Movie, with a special trading card set honoring the lasting impact of the beloved franchise.
“Hasbro is one of the most recognizable brands in the world and has shaped generations of fans and pop culture storytelling,” said Jason Masherah, President of Upper Deck. “The characters and universes they’ve created represent lasting connections to stories that have been cherished for decades. Our goal with this collaboration is to create trading card experiences that honor the franchise legacies while giving fans new ways to engage with the titles they love.”
Alongside the 40th Anniversary of The Transformers: The Movie in August, and the nationally celebrated “Transformers Day” on September 17, Upper Deck is releasing a Transformers 40th Anniversary Special Edition trading card set in September, which will be available exclusively at Target. The set brings the legendary Autobots and Decepticons to life through cinematic poster-inspired trading cards. Every box will include the complete base set, alongside a “Stellar System” insert series featuring fan-favorite characters against a galaxy backdrop. Fans and collectors can also chase a range of eye-catching parallels and autographed cards from Peter Cullen, the iconic voice of Optimus Prime.
“Choosing to collaborate with Upper Deck opens the door to premium trading cards that commemorate the properties fans have loved for generations,” said Marianne James, Senior Vice President, Global Licensing at Hasbro. “Transformers, Power Rangers, and GI Joe continue to inspire passionate communities around the world, and we’re proud to work with a company that understands what makes these brands resonate so deeply with fans and how to capture those moments in beautifully designed trading cards.”
Expanding the collaboration further, later this year fans can also look forward to the The Transformers: The Movie 40th Anniversary trading card set under Upper Deck’s iconic Fleer brand, known for its timeless trading card designs and nostalgic appeal among collectors. The 100-card base set highlights memorable characters and scenes from the film across Fleer-inspired base and parallel designs. Inserts include “From Screen to Page” themed around artwork from the 20th anniversary IDW comic series, “More Than Meets the Eye” flip lenticular cards that showcase characters in both robot mode and vehicle mode, and “Instruments of Destruction” 3D lenticular cards that highlight the Decepticons and other villains from the film. The set also features autograph cards from select voice actors.
The upcoming The Transformers: The Movie 40th Anniversary trading card lineup marks only the beginning of this collaboration between Hasbro and Upper Deck, with future collections inspired by Power Rangers, G.I. Joe, M.A.S.K., Jem and the Holograms, and more on the horizon.
For the latest information and future updates on Hasbro trading cards, visit www.UpperDeck.com.
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Media Contact:
Nicole Curro, nicole@carvecomms.com
About Upper Deck:
Upper Deck is a global entertainment company creating trading cards, memorabilia, collectibles, games, and online platforms that deliver the experiences collectors crave. Upper Deck has set the unmatched industry standard for quality, authenticity, and innovation, and continues to bring generations of fans closer to their favorite athletes and characters with unique and authentic sports and entertainment product offerings, as well as its digital trading ecosystem. The company prides itself on creating collectibles that produce invaluable experiences for sports and entertainment’s most dedicated and loyal fans, with a goal to deliver excellence to the community across the most coveted properties as a means to develop memorable moments for collectors of all kinds.
Find more information at www.upperdeck.com or follow us on Facebook (/UpperDeck), Instagram (UpperDeckSports), X (formerly known as Twitter) (UpperDeckSports), and YouTube (UDvids).
About Hasbro:
Hasbro is a leading games, IP and toy company whose mission is to create joy and community through the magic of play. With 165 years of expertise, Hasbro delivers groundbreaking play experiences and reaches more than 1 billion fans annually around the world, through physical and digital games, video games, toys, licensed consumer products, location-based entertainment, film, TV and more.
Through its franchise-first approach, Hasbro unlocks value from both new and legacy IP, including Magic: The Gathering, Dungeons & Dragons, Monopoly, Hasbro Games, Nerf, Transformers, Play-Doh and Peppa Pig, as well as premier partner brands. Powered by its portfolio of thousands of iconic marks and a diversified network of partners and subsidiary studios, Hasbro brings fans together wherever they are, from tabletop to screen.
For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, a 2026 JUST Capital Industry Leader, a Brand that Matters by Fast Company, and one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50 for fourteen consecutive years. For more information, visit https://corporate.hasbro.com or follow Hasbro on LinkedIn.
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