As part of the long-term agreement, Trendus Europe will distribute Upper Deck’s range of toys, games and puzzles.
The partnership will allow both firms to exploit Upper Deck’s future lines, including the upcoming Star Trek range, and licensed range of Disney, Marvel and Smurfs pre-school games and puzzles.
Trendus will also remain a major trading card distributor for Upper Deck.
Hedley Barnes, managing director of Northern Europe Upper Deck, said: “These are exciting times for both Upper Deck and Trendus. Our line up for the future is growing at rapid pace, and we wanted to work with a company that has a history of success within the Nordic region.
“This partnership will allow us to invest in the Nordic market, and with the help of Trendus we can ensure that we reach all the key distribution points for our new lines.
“In addition, it is very important to grow the exposure of our key brands through consistent and strong TV broadcasts, and this is something that Trendus has a strong reputation in helping to deliver.”
Claes Kalborg, acting MD of Trendus, added: “We are very pleased to announce this agreement. Trendus has been ready to grow for a while now, and with the help of the full roster of Upper Deck products that destiny is set to be achieved. Both companies have a young dynamic entrepreneurial style and this should ensure we work hand in hand to achieve our mutual objectives.”