Upper Deck Cards Turn 20

Upper Deck cards turn 20 years old in 2009. It might be hard to believe for kids who grew up in the 1980s and early 90s, but the brand that caused such a stir with its 1989 debut is no longer a kid. No other major manufacturer has entered the sports collectibles market since.

Timing was everything for Upper Deck, which came out with its first baseball card set when the hobby was booming. In fact, many believe Upper Deck was largely responsible for the boom, delivering a fresh card product printed on a new type of card stock and implementing its hologram technology, which for the time was considered quite cutting edge. It made Topps stand up and take notice, improving its own product to battle for a market it once dominated despite the presence of Fleer, Donruss and Score. Since then, of course, the Fleer name has been purchased by Upper Deck cards, Donruss lost its baseball card license and Score is no longer around.

Upper Deck hitched its wagon to Ken Griffey Jr. and the young Mariners' outfielder didn't disappoint. While other companies also produced Griffey cards, UD's relationship with Major League Baseball's most electrifying player reflected well on the company. His #1 card in the inaugural '89 set became a modern day holy grail for young collectors who saved their allowances to buy the rookie Upper Deck card of Junior.

While the brand wasn't perfect and endured significant problems with its redemption programs and customer service in later years, ongoing innovations and quality products kept collectors buying Upper Deck cards of all kinds. In fact, considering the number of issues that plagued the company, it's almost surprising they've managed to survive and actually thrive well enough to actually make a bid for Topps when the New York-based company recently went on the market.

Upper Deck's early success enabled the company to branch out into exclusive autograph marketing deals with high profile athletes like Michael Jordan, LeBron James and Tiger Woods. Those highly-publicized contracts often mean Upper Deck cards often pack more star power than Topps. High-end products with autographs and memorabilia swatches have led to $300 "packs" that have found a niche. The move toward products aimed at adult collectors could backfire, however, with the world economy forcing many people to cut back on discretionary spending. One challenge for Upper Deck in its anniversary year is to find a price point/product match that results in better sales.

The company hasn't shied away from celebrating its anniversaries and will no doubt spend much of 2009 honoring its 20^th year in the market.