Upper Deck’s refreshed logo will appear on all sports and entertainment products rom this year, as the firm moves into new categories such as toys and games for the pre-school market.

The firm is also developing the IP, Huntik, which will launch as an animated TV series for children with a full licensing program to follow.

Nico Blauw CEO Upper Deck Europe BV said: "We are very excited about our expansion plans. Besides our very successful trading card games category, we are investing in three new categories being toys, games and puzzles and collectibles.

“Our goal is to become one of the top five entertainment companies in Europe in the next three to five years. We are also investing in IP and children's Animation development, such as Huntik, as we want to determine our own destiny as much as we possibly can."