Cartamundi seals WH Smith Travel deal for iconic Bicycle playing cards

The Bicycle brand of playing cards is now available in WHSmith Travel stores, highlighting the brand’s rapid expansion in the UK and putting the brand firmly on track to become the number-one playing card in the UK as well as the USA.

Bicycle playing cards are the most widely used playing cards in the world and having launched over 130 years ago, have a rich history. Bicycle cards have paved the path to freedom for prisoners of war in WWII, been passed through generations of families and even kept presidents entertained in the Oval Office.

The name Bicycle was chosen to reflect the popularity of the bicycle at the end of the 19th century and remains an iconic visual that is still easily recognisable today. As well as the classic blue and red design on the Rider Decks, Bicycle are known for their themed decks such as their Architectural Wonders of the World, Fyrebird and Dragon.

“We are thrilled to be launching the iconic Bicycle brand of playing cards, steeped in history and with amazing finishes, exquisite designs and premium quality,” says Joel Palser, Junior Buyer GM at WH Smith Travel. “We firmly believe that this is exactly what the playing-cards consumer today expects from a high-quality playing card. We are definitely seeing a growth in consumers wanting a premium playing card whether it is for their own use on a night in with friends or family or whether they are travelling and want to make the most of the idle time on the plane or in-between activities during their holidays.”

Andreea Rucareanu, UK Marketing Manager at Cartamundi, adds: “We are so excited to see the Bicycle brand in WHSmith Travel, as a long-term strategic partner, and we are proud to see the addition of Bicycle to our brand portfolio. We have major activation plans for the brand over the next year and the response from retail has gone far above our best expectations, we on track to become number-one playing card brand in the UK.”

The classic Bicycle Rider Deck is now available from WHSmith Travel priced at £4.99.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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