The Upper Deck Company Debuts The First Goalie Ever To Be Immortalized As An All Star Vinyl Figure With Martin Brodeur

Trio of new figures based on 'Stylized Realism' Found in Comic-Book Art

Carlsbad, Calif. (September 21, 2007) � Upper Deck gets set to release a new line of All Star Vinyl figures depicting famed New Jersey Devils goalie, Martin Brodeur. All-Star Vinyl figures portray popular sports heroes from across all sports in a slick urban style, and the latest release of Brodeur is no exception to the rule.

"Due to Brodeur's popularity in the collector marketplace and the fact that goalies in general tend to be some of the most collectible sports figures, we expect this release to draw a huge response from sports fans," said Upper Deck Authenticated Brand Manager Dave Sanders. "Brodeur's pose with his outstretched arms resting on his upright stick almost in a gladiator type stance really fits the look and attitude of our All-Star Vinyl line. As the first-ever goalie to be released, we expect this one to sell-out really fast."

Brodeur's iconic look is unmistakable on the new figures which feature the goal protector decked out in full pads and trademark removable mask which fans can opt to leave on or off with three unique figures to choose from, collectors and fans alike will be racing to own one.

Brodeur's collection of figures include a Home figure wearing the Devil Rays signature red jersey (limited to 1500) which will retail for $49.99, a road edition (limited to 500) which be sold only in a "dual pack" with the home edition for $99.99, and a black edition figure (limited to 250) for $99.99, which features the goalie in all black with a sleek gold trim, which has become the most coveted variant of the All Star Vinyl line.

Members of the exclusive All Star Vinyl Platinum club will be able to scoop up the latest figures of the NHL legend beginning Tuesday, September 25th beginning at 9:30 AM PDT. The figures will be available to the public Wednesday, September 26th at 9:30 AM PDT at www.allstarvinyl.com.

More on Upper Deck's All-Star Vinyl Action Figurines

At 11 inches and produced in the underground style of urban vinyl, Upper Deck's All-Star Vinyl action figures are a combination of art and realism not typically found in sports licensed products. Adds Sanders, "in this medium, our designers are able to have fun by adding or playing up on player attributes and subtleties that give life to these athletes, highlight their distinct features, playing style � design characteristics that make them highly unique in comparison to more traditional based sports figures. Keeping with the comic book theme, the high end packaging and artwork was created by well-known comic artist MADL."

To offer more details on the All-Star Vinyls, Upper Deck has set up dedicated web site with a blog written by Sanders - allstarvinyl.com. It will also give consumers a first look at upcoming sports action figure launches throughout the year, giving insight into the athletes to be featured, as well as the artist and sculptor behind the piece.

History of Urban Vinyl Collectibles

The trend of urban vinyl collectibles originated in Hong Kong and Japan, recently becoming popular in the United States. A sign of its popularity: at the annual Toy Fair, in 2006 the industry officially recognized this trend with its own exhibit hall titled "Urban Bazaar: Indie Art Toys."

Upper Deck is the first and only company to recognize the possibility of combining urban stylized figures with licensed sports leagues to create a heroic depiction of sports stars. Upper Deck has released figures of NFL, NHL, NBA, and MLB players.

Urban vinyl figures, or designer toys, are thought of as not just toys, but as pieces of art. Usually made of soft roto-cast PVC, referred to by collectors as "vinyl," many of the industry's product launches are held at gallery openings or release parties where the toys are displayed side-by-side with paintings and other types of art.

About the Upper Deck Company

Founded in 1988, The Upper Deck Co. is a premier global sports and entertainment-publishing company that delivers a portfolio of relevant, innovative and multi-dimensional product experiences to collectors, sports and entertainment enthusiasts. For more information on Upper Deck and its products, please visit www.upperdeck.com or www.upperdeckstore.com.