Multi-Year Arrangement Includes Rights to Produce

Collectible Trading Cards Featuring Thomas & Friends™ in 2010

Carlsbad, CA (Oct. 5, 2009) – The Upper Deck Company is pleased to announce that it has entered into a new licensing agreement with HIT Entertainment to produce Thomas & Friends™ collectible trading cards starting next year. The multi-year deal provides Upper Deck with the rights to produce fun, collectible trading cards that will include stand-up trading cards and sticker trading cards based on the # 1 preschool property* which will be celebrating its 65th anniversary in 2010. The first Thomas & Friends trading card release from Upper Deck is scheduled to hit the market in late spring 2010.

“Upper Deck is excited to join in the global phenomenon and adventure that is Thomas & Friends,” said Ruby Chien, Upper Deck’s Thomas & Friends brand manager. “We are thrilled to add such an iconic pre-school property to our product portfolio and look forward to partnering with HIT Entertainment to bring the spark of imagination and creativity of Thomas & Friends to kids everywhere."

Targeted to youngsters between the ages of three and six, the fun, collectible trading cards from Upper Deck will no doubt appeal to all Thomas & Friends fans. Beyond Thomas the Tank Engine™, all other characters from the television series will come to life via Upper Deck’s trading cards. Upper Deck plans to issue multiple trading card releases next year.

Thomas the Tank Engine™ was created by a father for his son in 1945 and today is enjoyed by families in more than 185 territories in over 30 languages through books, DVDs, live family events, on TV, online and in toys. In 2010, Thomas will move full steam ahead with the debut of an all-new animated CG series with new friend and new adventures.

“The rich imaginative world of Thomas & Friends, with its distinctive engine characters, lends itself perfectly to trading cards, and we have found the perfect partner in Upper Deck,” said Gary Krakower, Senior Vice President, U.S. Licensing and Live Events, HIT Entertainment. “This is a fun way for kids to collect their favorite engine friends, and we look forward to working with Upper Deck to expand the Thomas & Friends world in this space.”

About Upper Deck

Upper Deck is the leading sports and entertainment trading card and collectibles company. For more information on Upper Deck and its products please visit www.upperdeck.com.

About HIT Entertainment

HIT Entertainment, owned by private equity investment group Apax Partners, is one of the world's leading independent children's entertainment producers and rights-owners. HIT's portfolio includes properties, such as Barney™, Bob the Builder™, Thomas & Friends™, Pingu™, Fireman Sam™, Angelina Ballerina™ and Rainbow Magic™. HIT represents Chapman Entertainment’s Fifi and the Flowertots™ and Roary the Racing Car™ in North America and Japan, as well as Wallace & Gromit™, Shaun the Sheep™, Timmy Time™ and Aardman Classics from Aardman Animations.  HIT also acts as representative for The Wiggles® in the UK. Launched in 1989, HIT’s lines of business span television and video production, content distribution, publishing, consumer products licensing and live events and has operations in the UK, US, Canada, Hong Kong and Japan.   HIT is a part-owner of US-based preschool channel, PBS KIDS Sprout^SM, and international preschool channel JimJam, (outside of the US, UK and China). For more information, visit www.hitentertainment.com.