Dealt a New Hand:
USPC and Mattel Team Up to Present New Sets of
a continuing effort to reach out to the sizable girls market, the
States Playing Card company will premiere a new set
of playing card products designed around one of the largest properties
for girls, Mattel’s Barbie.
With such brands as Bee, Bicycle,
Aviator and Hoyle, the United
States Playing Card (USPC) company is the nation’s leading
producer of playing cards. USPC’s recent forays into the world
of licensing have included Spiderman, Hasbro’s Candyland and
Transformers, and Mattel’s Hot Wheels. USPC’s George
White says the Barbie license is instantly attractive both for its
enduring appeal and its dedicated population of collectors.
felt we had a hole in our girls market,” said the USPC’s
George White. “Our licensing strategy has always been to go
after the number one license in each market, and we’ve worked
closely with Mattel to reproduce the essence of Barbie [for our
The Barbie-themed cards will include a keepsake tin containing two
decks of playing cards featuring Barbie and her coterie of friends.
The Barbie characters will appear on both the faces and backs of
the cards garbed in their traditional styles as well as more modern
attire. Scheduled to ship at the start of April, the cards will
appear in mass markets and are projected to retail for $6 to $7.
In mid-April, the USPC will introduce a set of Mini Cards in a small
pink case that will also feature Barbie’s trademark pink and
lavender colors. Approximate retail price will be $2 to $3.
For more information about the USPC, visit them on the web at http://www.toydirectory.com/monthly/TOYFAIRPREVIEW/USPCC/index.asp.