Hobby Musings: UD Follows Up Successful First AEW Release with Spectrum – Upper Deck added to the professional wrestling card market by releasing its first AEW product earlier in the year. Bringing collectors the first cards of a number of wrestlers, the company is preparing to release the higher-end Spectrum a little later in the year. To find out more about the brand, I had the chance to catch up with Upper Deck’s Michael Rypins.
KS: Upper Deck’s initial AEW release has been out a while now. Overall, how do you think it has performed?
MR: The popularity of this product has certainly exceeded our expectations. We were excited to work with AEW from the beginning, but the impact they are having on the wrestling community definitely translates into the card industry. With the product just going live on Upper Deck e-Pack®, this will allow us to bring it to a broader audience for a product that is already performing exceptionally well.
KS: In today’s trading card market, what are the risks and rewards of starting a new card brand like this?
MR: We are always looking for new licenses and when the opportunity came to add a license like AEW we jumped at the opportunity primarily because of their passionate fan base. We know the wrestling community has been looking for something new and exciting for years, and Upper Deck is determined to drive innovation, design, and quality for future wrestling card releases.
KS: Are there any AEW wrestlers that you’ve been surprised by in terms of how much they’ve been embraced by collectors?
MR: There are a few wrestlers who have stood out, like Dr. Britt Baker, Kenny Omega, and Jungle Boy in particular. There are many wrestlers who have their first official trading card in this set, and collectors are excited about getting their hands on them.
KS: Overall, who have you found to be the most popular AEW wrestlers among collectors?
MR: The leader of the pack has been CM Punk so far. We did a preview card on e-Pack that set the tone for what AEW fans could expect from AEW releases, and it broke records for e-Pack sales.
KS: AEW keeps bringing new names onto its roster. How do you adapt to those roster changes as it relates to your cards?
MR: We are coming up with new ways to showcase the new names in products that we will be able to work with in weekly products on Upper Deck e-Pack®.
KS: Upper Deck will have a higher-end AEW product in Spectrum coming out later this year. Why make Spectrum the sophomore release for AEW as opposed to a different brand name?
MR: We wanted to make a premium release for the consumer that focused on autographs and memorabilia, because we know collectors’ tastes vary. We wanted the flagship product to be appreciated as an opportunity to highlight the imagery of the wrestlers and the fun of completing a set. Spectrum is designed to deliver pack opening thrills with premium inserts that AEW fans will covet.
KS: How is this product going to differ from the inaugural release?
MR: This is a high-end set that includes autographs, premium inserts, and unique memorabilia cards (relics from tables, mats, banners, turnbuckles, ring aprons). There are also diamond relic cards and metal cards that have never been done in wrestling products. It’s going to be a lot of fun to crack open.
KS: Will there be any autograph and memorabilia subjects that weren’t in the first product?
MR: Yes, there will be new signers and memorabilia that were not in the first product along with many returning superstars.
KS: Aside from Spectrum, what else will Upper Deck have coming out for AEW in the future?
MR: We have three products we are working on currently. We are looking into building other sets using our established brands that might include chromium and technology based cards.
KS: In addition to box releases, how else has Upper Deck been leveraging its AEW license and spreading awareness?
MR: We are adding preview cards as new wrestlers make their way to the squared circle, and we have added AEW wrestlers to a new line of Upper Deck Authenticated signed collectibles. In addition, I was able to go and be a part of AEW Fan Fest where our team was able to educate the fan base on all the products that are available currently, and what is coming up in the future. You can definitely expect to see a contingent of Upper Deck employees in Las Vegas for “Double or Nothing.” They will be ready to engage fans with personalized trading cards, promo sheets, and more!
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Kelsey’s ability to bring hobby coverage to the mainstream sports fan has been a true asset. GTS is happy to feature his thoughts on collecting in Hobby Musings. The opinions expressed are his and do not necessarily reflect those of GTS Distribution.
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