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Multi-Year Arrangement Includes Rights to Produce Collectible Miniatures & Stickers Trading Card Game Starting in Spring 2010

Carlsbad, CA (October 15, 2009) – The Upper Deck Company is pleased to announce that it has entered into a new licensing agreement with Sanrio Global Consumer Products to produce a Hello Kitty collectible miniatures & stickers trading card game (TCG) starting next spring. The multi-year arrangement provides Upper Deck with the rights to produce the TCG based on the iconic brand which will be celebrating her 35^th anniversary in November. The first release is scheduled to hit the market in March 2010.

“We are so excited to be adding such a global icon to our product portfolio,” said Margeaux Sullivan, Upper Deck’s Hello Kitty brand manager. “Hello Kitty has been charming girls of all ages around the world for more than three decades and we look forward to helping her celebrate her 35th anniversary."

Targeted to young girls and tweens, the fun-to-play TCG will include collectible figures, stickers and trading cards that will appeal to Hello Kitty fans. Upper Deck is planning to issue three concurrent releases next year.

“We are pleased to partner with an established brand such as Upper Deck,“ says Janet Hsu, President of Sanrio Global Consumer Products. “As we celebrate Hello Kitty’s 35th Anniversary this year, we are excited to bring forth a new category that aligns perfectly with Sanrio’s mission of offering fans a variety of fun collectible products to trade and share with friends.“

The Hello Kitty collectible miniatures & stickers trading card game (TCG) is one of many special releases honoring 35 years of Hello Kitty. SANRIO is celebrating Hello Kitty’s 35^th Anniversary with an exclusive offering of commemorative products, special brand collaborations and ‘Three Apples’, a three week, multi-dimensional event that includes a product retrospective & exhibition at Royal/T in Culver City, CA. Contemporary artists Gary Baseman, Ron English, Buff Monster, Camilla d'Errico, Luke Chueh, Deph, Yosuke Ueno, FriendsWithYou, and Simone Legno are just a few of the 40+ artists that will interpret their vision of Hello Kitty in one-of-a-kind pieces of art that will be for sale and on display throughout the duration of the ‘Three Apples’ event. For more information on Hello Kitty’s 35^th Anniversary and the celebratory events, please visit www.sanrio.com/threeapples.

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.

SANRIO’s signature brand Hello Kitty celebrates 35 years of fun & friendship in 2009. With fans around the world, Hello Kitty will mark the year with special co-branded partnerships, unique products, retail promotions & year-end exhibition events. SANRIO develops, distributes and licenses a collection of gift, stationery and fashion accessory items for women of all ages. SANRIO was founded in 1960 based on the concept that a small gift can bring a big smile to a child of any age. Today, over 50,000 SANRIO-branded items are sold in over 70 countries around the world. In the Western Hemisphere SANRIO character-branded products are sold in upwards of 12,000 locations including department, specialty, national chain stores and over 85 SANRIO boutiques. For more information, please visit www.sanrio.com.