The new product
Aimed at boys aged six to 14 years, the new card content is based on new TV series Yu-Gi-Oh! 5Ds (the 5Ds stands for five dragons), which will be broadcast in the UK from early 2009.
The extension to the evergreen property will feature new monsters, new characters and a new adventure for children to follow.

Upper Deck is using a tried and tested method of taking the product to market, distributing the product for children to experience the 5Ds concept before the cards are shown on the series.

In January, the company will be taking the product a step closer to the TV series, by introducing one of the new characters, Yusei, the hero of the new series.
In addition to the TCG, a Yu-Gi-Oh! Toy line is planned for launch in Spring 2009 featuring role play items and vehicles.

Distribution
The Konami licensed Yu-Gi-Oh! TCG is produced in seven languages in 51 countries and over 18.1billion cards have been sold worldwide.
In the UK, the product is sold in Argos, Woolworths, WH Smith, Toys R Us, Borders, Gamestation, Game and Smyths as well as a number of supermarkets, independent toy stores, specialist stores, hobby stores and newsagents.

Marketing
A PR campaign is targeting print media via advertising, features and competitions. A three-week TV campaign will deliver 300 TVRs over November and December on Nickelodeon platforms.

The game will continue to be supported with Upper Deck’s Organised Play program, with Sneak Previews and Championship events taking place over 2009 in various venues.
Monthly retail support will provide Hobby Kits to stores free-of-charge. The kits will include all the materials needed to run tournaments and mini events including exclusive reward cards, prize support and marketing materials to help promote the events at store level.

Upper Deck will also be continuing its successful Duelist League events with Woolworths. The events involve a week of game demonstrations and tournaments run by game experts in over 40 stores across the UK.

Release dates:
Yu-Gi-Oh 5Ds 2008 Starter Deck and the Annual Collectible Tins were released in August 2008. Subsequent releases will be issued monthly from January as follows:

January 2009 – Duelist Pack Yusei  (first product to feature Yusei and Champion Pack
February 2009 – Retro Pack, Crimson Crisis Booster and Duelist Pack Yugi

March 2009 – Hobby Exclusive, Crimson Crisis Special Edition and 5D Duelist Pack Tin

Price Range:    
Starting at £1.79 for Duelist packs, up to £14.99 for the collectible tin products.
TVRs: 300 in November and December

Contact Details:   
Phone: 0118 929 8520
Email: enquiries@upperdeck.nl
   
To have your product featured as the ToyNews Hero Product contact Ronnie Dungan at ronnie.dungan@intentmedia.co.uk.