Hockey fans and avid collectors alike eagerly await annual tradition

Each year as temperatures begin to dip and the leaves start to fall, hockey fans and card collectors know to go to their local McDonald’s for the latest Upper Deck Ice HeroesTM hockey cards. Starting November 20th in participating McDonald’s across Canada, while supplies last, fans and collectors can get the latest Alexander Ovechkin, Evgeni Malkin or Mats Sundin card from the 50-card Upper Deck Ice HeroesTM main set.

There are also special subsets available, including The Pride of Canada, In the Crease and Season in Review. Packs of three cards and a checklist card are available for $0.99 plus tax with any food or beverage purchase. There is a limit of three packs per qualifying purchase.

“Hockey cards are such a big part of the Canadian culture,” says Craig Fisher, Director of Premiums for Upper Deck. “McDonald’s cards are always well received and highly coveted. They provide an easy way for fans of all ages to begin collecting and increase their level of involvement with the game.”

In addition to the full 84-card collection, there are also 4,000 prize cards which have been randomly inserted into the card packs. Fans have a chance to win autographed cards signed by the likes of Evgeni Malkin and Jarome Iginla, as well as NHL(r) jersey cards featuring game-worn jersey pieces from stars like Joe Thornton and Martin Brodeur. New to this year’s prize pool, fans will also have a chance to win a complete set of 2007-08 Upper Deck Ice HeroesTM cards. All potential winners of a prize must correctly answer a skill-testing question before being
officially declared a winner.

“For 17 years, collectors and hockey fans alike have counted down the days for the next release of the McDonald’s hockey cards,” commented Laurie Laykish, Senior Vice President of Marketing and Strategic Planning for Canada. “We are thrilled to provide our customers with a fun and exciting way for them to interact with the game and its heroes.”