A maturing segment, trading cards present profit

Over the years, trading cards matured as they became collector’s items coveted by adults. Trading card manufacturers recognize the shift and have responded accordingly, creating cards that celebrate events outside of sports and entertainment.

For example, Upper Deck inserted 10 Historic Firsts commemorative cards as collectors items inside its recently launched 2009 Upper Deck Series One Baseball card collection and will follow with a nine-card set dubbed Historic Firsts Predictors that looks ahead to potential developments through the year.

Inserts are a big deal in trading cards these days. Special cards, including autographed cards and those with attached swatches of player uniforms that have been in games, are provided in a limited number of packs to make them more attractive to collectors, and they drive sales, said Upper Deck spokesman Terry Melia.

Enthusiasts know that their next purchase could just bring them an item they can treasure or trade for a profit on e-Bay, so placing trading cards in front of shoppers is important to maximizing sales and profit potential. “Upper Deck works with its retailers and distributors in providing displays that fit into their existing spaces in high-profile areas,” Melia said. “We also request that most of our products get placed ‘up front’ where employees can keep an eye on them, which cuts down on possible theft.”

Collectibles concern The Topps Co. as well. It developed a Barack Obama commemorative trading card series in time for the presidential inauguration. The 90-card series documents Obama’s childhood through his rise to the White House.