Hobby Musings: Upper Deck’s Tony Sirianni Discusses What’s Coming in 2024 – Interview
Hobby Musings: Upper Deck’s Tony Sirianni Discusses What’s Coming in 2024 – Interview Transcript
Editor’s Note: Some text has been altered from original audio for clarity.
Hi everyone, welcome to another edition of Hobby Musings. I’m Kelsey Schroyer, joined today by Upper Deck’s Tony Sirianni. Tony, thank you for joining us.
TS: Yeah, thanks for having me, Kelsey.
KS: So, we’re in 2024. You just made some pretty big news of a new extension on an agreement.
What more can you tell us about that?
TS: So, our latest agreement with the Alumni Association associated with NHL and Hockey PA allows us access to a large number of retired athletes who have played in the National Hockey League. We have produced several products in past years utilizing that license, most recently being SP Signature Legends, which is from what I’ve seen, one of our, I’d say, most popular new brands that we’ve released.
So, we are excited to bring more products to the consumer base utilizing that Alumni Association agreement. It gives us access to a large pool of players. Fan favorites, some players that you may not have seen in a trading card product ever, or at least in like the past 20 to 30 years. So, it really gives us a wide canvas of subjects that collectors may not have seen, and or have been excited to see over the years, that’ll hopefully be making a return. The big product that we did announce with that Alumni Association deal will be an Engrained product. Product we put out quite a few years ago. Beautiful substrate. Sort of a, stick theme set. So again, being alumni and retired based, I think is going to lend itself very well to both that agreement and the Engrained brand.
KS: It feels like in today’s hobby, left to right, we’re seeing exclusive this, agreement that, all these different deals changing hands. Just how hard and complex is it to get these deals done, especially now?
TS: Hats off to our legal team, our brand team that, you know, negotiates those deals and keeps those business relationships moving. We’re always looking at new opportunities, but a lot of credit goes to those teams for sticking with it, building those relationships and continuing to look for new exciting athletes and organizations that we’re happy to be partners with.
KS: Something else Upper Deck had very recently is the Certified Diamond Dealer Conference. What were some of the big announcements coming out of that?
TS: Yeah, it was a great event. We held in Los Angeles last week. I was lucky enough to be a part of that, participated in our entertainment presentation, which was a lot of fun, sort of unveiling some new products. But overall, it was just a great time. We hadn’t had the event in four years, pre-COVID and everything that’s gone on. It’s been a while, but we are excited to be back to having those events annually.
It was announced that we will be holding that event again next year. But yeah, it’s just a great opportunity for us to get together with our partners, the distributors, the shops, the diamond dealers, and just really get a feel for the market. How things are going, what’s working, what’s not. And again, just sort of, you know, just a good, good, good time to get together with everybody and just get some face time and catch up and, you know, figure out what we need to do moving forward to keep the products fresh, to keep the collectors excited.
But as far as announcements, we did announce a number of sets. We showed our checklist for Upper Deck Series 2, which everyone is eagerly anticipating with Connor Bedard Young Gun Chase, which is going to be incredible. Also announced again, like we mentioned, the Alumni Association Agreement, the Engrained product. On the entertainment side, we did announce a few surprises, including the return of our Fleer Retro brand, this time with the licensing of the Looney Tunes. So, it’s going to be a fun non-sport product utilizing the classic brands and inserts that collectors love. So yeah, that one was met with quite a bit of excitement. And again, I think it was a big surprise for everybody to hear about that.
KS: You mentioned having the chance to meet with dealers, solicit feedback and everything else. What do you think was the biggest piece of feedback that they gave you in terms of something that could be done better?
TS: I think everyone’s just the eager for us to get caught up. To have the Bedard product out during the season while he’s skating, while he’s playing. Unfortunately, right now he is hurt. But the guy’s a beast. I’ve already seen him out skating. He’s got the cage. The jaw’s healing. So, the big takeaway was no one is worried about that injury. If you go back eight years, similar situation with Connor McDavid getting hurt during his rookie season. UD1, which had his Young Gun released very quickly after that, and the market didn’t see any ill effects of that.
This kid’s proven himself. Bedard is absolutely the real deal. Highlight-reel plays, seems like a winner. Passionate about the game, cares about winning, wants to be on the ice. We’re very excited to finally get those products out to you guys here in the next few months. Got a lot of stuff coming. A lot of Bedard content that I think people are gonna love. But yeah, really the sentiment was, we’re eagerly anticipating that. We can’t wait to get those in the shops and in the distributor’s hands, but everyone’s feeling good about that. Everyone’s in good spirits, everyone’s excited. So, it’s just now literally a matter of time, but you guys are gonna see that stuff very, very soon.
KS: Well, you mentioned Connor McDavid. I remember the excitement around his Young Gun, especially if I remember correctly, that coincided with the Fall Expo that year, people chasing that card. How do you think the Bedard Chase compares to that chase for McDavid?
TS: I think it’s on the same level. I mean, obviously when you’ve got a Canadian star playing for a Canadian team like you do with McDavid and the Oilers, that’ll ramp things up a bit. But I mean, we’re talking about an original six team with the Hawks, a huge market. Connor Bedard proved himself with Team Canada. Every level he’s played, he’s performed. So to me, the hype is right there with McDavid from what I’m seeing as far as the same sort of level and excitement.
And again, like I mentioned, it’s sort of like déjà vu with a rookie season injury, but I don’t see any concern really from the collectors, from the fans, you know, hockey pundits. Everyone’s on board with this kid similar to the way they were with McDavid. So yeah, I think it’s definitely on the same level. Hoping to be at that Spring Expo in a few months to see the hype and the excitement. But yeah, I think it’s definitely on the same level if you ask me.
KS: Now the Young Guns obviously going to be potentially the most exciting card of his to come out. With that being said, though, what other cards of his coming out do you think are going to generate the most interest?
TS: That’s a great question. The Young Gun is top of the list as far as the rookie cards that people are looking for, but honestly, I think O-Pee-Chee is going to surprise people. I think, you know, if things work out the way they’re intended, you guys should see O-Pee-Chee prior to UD2, and I think the content in there is really going to excite people. There’s your standard Marquee rookie of his. Retro Marquee rookie. We’ve added in some new chase cards using foil boards and other substrates. So, I think O-Pee-Chee is going to be a lot of fun. I think that’s going to be again, being sort of an early entry at one of his first rookies, if not the first pack pulled rookie, I think that’s going to generate quite a bit of excitement.
We’re already seeing it with Artifacts, which again, as everyone knows, his rookie in that product is a redemption due to its timing and release, but O-Pee-Chee will have his live rookie cards throughout. So, I think that’s gonna be one that’s gonna get people very excited. Just sort of dipping their feet in, first sort of pack pulled card, and then get everyone sort of prepared for the Young Gun chase that’ll be coming soon after that.
Outside of that, I mean, I’m partial to Black Diamond. I think, you know, being an early, high-end product, I think that’s gonna be a lot of fun with some of the diamond relic cards of his. Obviously, there’s auto chase in the mix as well, but, you know as you go into the year, then of course you’ve got your O-Pee-Chee Platinums, you’ve got your SP Authentic Future Watch cards. So, you know, there’s gonna be quite a bit throughout the year, but I am excited to see the reaction to some of the early products like O-Pee-Chee.
KS: Shifting gears a little bit. Another recent piece of news was about LeBron James going to Fanatics after a long partnership with Upper Deck. Is there anything you can elaborate on with that bit of news?
TS: From the company standpoint, we don’t really have any comment on that. If you’ve been watching and paying attention closely, I think that’s one of the sort of worst kept secrets in the hobby for a number of months now. I think a lot of people have speculated. But yeah, we wish him well, and we are very happy with the stable of athletes that we currently have, and we’re excited for our continuing to grow that group of current stars, retired legends, and names that collectors are looking for. So yeah, I think we’re in a good spot, and I’m excited to see what we can show you guys over the next year or so that we’ll be just fine.
KS: Another piece of news was Jonathan Majors’ departure from the MCU. You obviously work on Marvel products. Does his departure from his role affect your Marvel products at all?
TS: Yeah, I mean, there’s always an affect, right? When something like that happens, it’s an unfortunate situation, but just as Marvel is retooling and moving on from that, we’re gonna do just the same thing. You’re still gonna continue to see the Marvel products that people are looking for. We’ll move on similar to the way the MCU is gonna move on. Things will be okay. Things will correct themselves and sort of work themselves out, but always unfortunate when something like that goes on. You feel bad for the people involved, the victims, people that were hurt. But yeah, we’re gonna be just fine the same way Marvel is, and we’ll continue to build compelling products despite that.
KS: Getting onto a bit of more pleasant news. The product you and I talked about at the 2023 National was Goodwin Champions. It was just released a little bit ago. What do you think the reception to that has been so far?
TS: Yeah, I’ve heard positive buzz. Again, having the CDD conference last week, product had been out just a few days at that point, just to sort of get the early reaction. I think adding UD flagship cards, as well as Young Guns, was a great addition to the product. It’s always a polarizing topic as far as what’s considered a hit in Goodwin. Being such an eclectic mix of content, it certainly helps in the mix, in the pack delivery, when you pull a cool Young Gun. Maybe your other two hits aren’t necessarily what you were looking for individually, but I think the Young Guns, the UD cards, the Black Diamond content, I think those have added a nice bit of value and a nice variety to the product that has been met with a lot of positive reception so far.
KS: So are we going to see another Goodwin product coming out later in this year, as you mentioned catching up a little earlier?
TS: Yeah, we’re doing everything we can to be caught up. If everything works out and things keep moving the way they are as we’re getting caught up as you guys can tell with the bevy of products we’ve been releasing. Yeah, the intention is to absolutely have 2024 Goodwin out in 2024. We were really close on 23. We almost had it out at the end of the year, but there were a few, you know, few little snags here and there, but we got it out here early in the new year. But yeah, 2024, we’re confident, will release within 2024. Ideally, you know, late summer. Hopefully we’ll be at the National looking at it together and breaking some of it. That’s the goal. But yeah, 2024 is absolutely on our radar for getting that one out.
KS: That sounds really good. So super sneak, super early sneak at that. Can you give me any insight to what we might see in that product? Anything new?
TS: 2024, I think you’ll see some of the new things that we added into 23. The Young Guns will return. You’ll see more Black Diamond. There are some exciting historical relics that I can’t speak to yet, but I know that Goodwin collector, it really enjoys that. 2023 really does feel like a sport product. There’s a lot of athletes from the four major sports. Olympics coming up. We have summer Olympics. Personally, would have liked to see a little more non-sport, so I’m hoping 24, we will get back to that. But yeah, there is some exciting new non-sport and historical memorabilia. I can’t get into detail, but I think you guys are going to really enjoy when you do see 24.
KS: That all sounds really, really good. Tony, thank you so much for joining us today.
TS: Absolutely. Anytime, Kelsey. Thanks for having me.
Hobby Musings: Upper Deck’s Tony Sirianni Discusses What’s Coming in 2024
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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