The Topps Company will become the exclusive trading card maker of Major League Baseball next year in a multiyear deal that appears to seriously hurt Upper Deck, its primary competitor in the once-vibrant business.

By dropping Upper Deck, M.L.B. hopes that Topps, under Michael D. Eisner, the former chief executive of the Walt Disney Company, can invigorate card collecting, especially with young fans. The league also believes that one cardmaker can end the confusion of competitors selling multiple card series in hobby shops and big-box stores.

“This is redirecting the entire category toward kids,” said Eisner, who acquired the company in 2007. “Topps has been making cards for 60 years, the last 30 in a nonexclusive world that has caused confusion to the kid who walks into a Wal-Mart or a hobby store. It’s also been difficult to promote cards as unique and original.”

Upper Deck refused to address the Topps deal, which is to be announced Thursday. A spokesman for Upper Deck, based in Carlsbad, Calif., said only that it renewed its trading card license with the Major League Baseball Players Association last month and would keep producing cards. While the union license gives Upper Deck the right to use player likenesses, it will no longer have the rights to team logos and trademarks.

Click here to read the full article – By RICHARD SANDOMIR of New York Times and printed on Sports Collectors Digest

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