What collectors think about the Ultimate name.

When Upper Deck announced that they would be releasing a series this year named “Ultimate Collection” hockey card collectors were outraged. Below are some of the emails sent to us.

Bill wrote:
As Shakespeare what's in a name? Your product consistently outdoes Upper Deck in many ways. As for confusion, if this was a low end product for a novice collector I would anticipate a problem but not at this price. Your Ultimate Memorabilia is the highlight of the year and we definitely need it this year.
This just continues Upper Deck's fall in the hockey market. Keep up the good work.

Matt wrote:
I just want you to know that I am totally on your side in this. I have been fortunate enough to purchase Ultimate Memorabilia the last 2 years, and plan to do so this year. Upper Deck is trying to capitalize on your products by taking advantage of newer collectors who may be confused by the similar names.
I feel a need to be loyal to your company, not only for the fine cards you produce, but also for the outstanding customer service I have received from you. Upper Deck truly has no customer service, and I do not plan on purchasing any more of their products.

Doug wrote:
This is a freakin outrage.
The only thing is I know that your product has the best value and that is what the hobby will remember. Parkhurst Rookie and In The Game-Used-Signature were innovative and spectacular. The best value always wins and we all know that Upper Deck does not have the collectors’ best interest at heart. Only their pocketbook. Keep up the good work lads (and ladies) and I will continue to support the quality manufacturers even through a tough season like this one!

Jeff wrote:
Hi, I think what UD is trying to do is shameful. The Ultimate name is yours!!! Protect it to the very end my friends!!!!

James wrote:
I just wanted you let you know that I don't think that Upper Desk should be able to use the word Ultimate as one of their product names. It is confusing enough with all the different sets UD has going that they shouldn't feel the need to steal a name that you guys have worked so hard to develop. Keep up the good work.

Chris wrote:
While i do collect and support both In the Game and Upper Deck, i feel it is a selfish act by UD to use the term "Ultimate" for their hundred-dollar packs. Your company has done a terrific job with the Ultimate Edition insert and it has been one of my favorites to collect. UD has made hundreds of products and will make hundreds more. They can find another name.

Jason wrote:
I have been collecting cards since 1990. I have narrowed my collecting to hockey cards specifically to cut down on the collection and chase my favorite sport (despite the cancellation of the season). Over the last 5 years, In The Game has risen far above the competition. Upper Deck floods the market in hopes that one of their products will stick and this has diminished the quality of their products. In The Game Ultimate Memorabilia is by far the best high-end product with the greatest potential of payoff. UD Premier Collection was a valiant effort for a high-end Upper Deck product but it failed to adequately measure up to the standard that Ultimate Memorabilia set. Although some novice collectors or less knowledgeable collectors may be slightly confused by the naming conventions proposed by UD, the majority of the serious collectors and long-time high-end card chasers will undoubtedly recognize the glaring difference (i.e. UD logo vs. ITG logo). Do not dedicate too many resources into fighting a name. Take comfort in knowing that you have set the bar high and simple names will not help the competition. There will be few hockey products released in the coming year so the consumer's focus will be less likely to stray and those that collect the Ultimate Memorabilia will be looking for ITG in front of the name. Keep up the great work!

Ross wrote:
As an exclusive collector of hockey cards, I do not like the idea of Upper Deck using this name for a card issue. When I hear that name I think of your product right away and this just may confuse many collectors as to what product is being discussed. I do not approve of their use of the name. I believe you should have exclusive rights to this name to help keep it as the Best High End brand name set and the most awaited product each year.

George wrote:
I think you should go to the NHLPA and complain that Upper Deck is taking your idea and using it as their own. Is the "Ultimate" name trademarked by ITG, if it is then they have no right to use it. The Ultimate brand is what ITG is known for and you shouldn't let another company use it.

Terry wrote:
As a Hockey card collector only, I do buy Upper Deck, Topps and of course ITG cards. Lately I have been shying away from Upper Deck and doing more of ITG (Parkhurst, Original six, Memorabilia). Even if Upper Deck has used the "Ultimate Memorabilia' in other sports, I strongly believe you own the rights to it for Hockey. What would Upper Deck do if you decided to put out a set and call it "Legends" or "Vintage"? I don't think Topps would like it if Upper Deck put out a set of "Heritage" or "Titanium" from Pacific.
I think you have a good infringement rights case on this and you have my vote.

Angelo wrote:
I say that Upper Deck should not be allowed to use the name Ultimate Collection on its products. Not only do i believe that they should not be allowed to, but they don’t deserve to. As a seasoned collector i am familiar with In the Game's products as well as Upper Deck's among others. From my personal point of view, your products are far superior to that of Upper Deck's products as well as all others. Not just the memorabilia cards, which by the way are top of the line, but the overall product. Including design, quality, and composition. You can tell time has gone into your products especially in the compilation of your checklists. You don’t just pick the top scorers from the season prior, nor do you just pick the highest paid players. You can tell that you care personally who is represented on your cards; you put players on them that people actually like, superstars and sub-stars alike. So I say Upper Deck must re-think their product name, because not only have you developed the title first, but their product just doesn’t deserve the "Ultimate" designation.

Mark wrote:
As along time buyer of your products , I find that for Upper Deck to piggyback on your product line to be , for lack of a better term "infringement " The cards that you produce from that line have a certain quality to them that cannot be reproduced just in name. I would not purchase them, nor would any of my customers as I have no plan to sell them. Thanks for your time.

Bill wrote:
I appreciate your efforts to retain the "Ultimate" brand name which your company has made popular and successful. I think it is obvious the "competition" is trying to capitalize on your already established brand name. I am not a lawyer, just a passionate collector of In The Game products since 1998/99. Your products are head and shoulders above Upper Deck brand sets and my son and I look forward to each new release from your company.
This is one fan who learned years ago what type of company Upper Deck was/is, and I will never purchase their products again. We are by no means rich people, and a lot of times live paycheck to paycheck. Why would I buy your products? My father and I collected cards when I was a boy, and we had great fun and spent quality time building sets. That is time you can never get back. So I carry on that tradition (although much more expensive then it was 20 years ago) with my son and we have a great time. Your customer service is bar none the best in the business, and I really had first hand experience with Baron Bedesky. He was kind, prompt, and took care of us as promised, which is more then I can say for the competition.
I hope you can block Upper Deck in some way from using the "Ultimate" name. Most long time collectors will know the difference, but I think Upper Deck will sucker some collectors in who may not take the time to notice what they are really buying.

Lynn wrote:
I do agree that since you have produced a hockey product with the word Ultimate attached to it that you should have first right to that name.
I feel that with the uniqueness of your product and the innovations which you have used to put this product together it is truly worthy of the Ultimate name. I do admit to purchasing both companies products and hold both in high esteem in the hockey card market. I also would like to state that I have never had any problems or complaints with your company’s products or customer service issues. I hope that you will be able to continue to be the sole company marketing a product with the brand name of Ultimate and believe Upper Deck would be able to come up with another name that would be just as fitting for their product.

Ali wrote:
i think that Upper Deck using the name Ultimate is not very fair, after you took tremendous time, effort, and money to build it up to such a great card brand. i have collected and seen Upper Deck products before, and their inaugural products have been great, but their following products "stunk". I would hate to see this name be ruined by them.

Thorsten wrote:
I’m a hockey collector from Germany who has bought several of your products in recent years , compared to none of Upper Deck Company.
The product you release as "Ultimate Memorabilia" really deserves to be called as those , as they offer real value. The same can’t be said of Upper Deck products , as I think they do not offer anything " new" , and I personally think they release to many different products each year. Basically what they try to offer as "Ultimate Collection" is a new version of "Premier Collection" , and I do not know why they do not continue to use this name. I guess they try to interfere into your business as they know that "In the Game Inc." produces quality hockey cards.
Finally I would like to say that the name "Ultimate" only belongs to "In the Game Inc." , and that you have my support in your attempt to defend it. Many thanks for some real nice products you have manufactured in the past. All the best from Germany.

Michael wrote:
I consider myself to be very active in the hobby, as a collector, and eBay and internet reseller of both In The Game and Upper Deck hockey products. I have always regarded the In The Game products as those of a company that knows and loves the sport of hockey even more than I do, and it has always been reflected in the ITG product lines.
Though Upper Deck no doubt has the right to call their product whatever they want, it is remarkably tacky and in poor taste that Upper Deck re-brand their hockey product as the "Ultimate Collection". I also think it's a mistake that stands to do them more harm than good, resulting in both frustrated dealers and disappointed customers.
My biggest concern is for the dealers who order these products in larger volumes. Any mistake with a high-end product is a costly one. From a handful of dealers for whom hockey isn't a primary sport, attempts to order Ultimate Memorabilia boxes yielded them purchasing or nearly purchasing the competitor product from their distributors by mistake. With a more similar branding, dealers are even more inclined to order the wrong product. Some, out of frustration or confusion, may choose to order neither.
The only thing I could hope to do if i were in a similar situation was build dealer and collector awareness about my product, and continuing to differentiate it through the uncompromising quality that it's already known for. As a collector and part-time dealer, I will continue to support In The Game's products as I - like the many who've helped successfully sell out all 4 Ultimate Memorabilia editions - understand that quality reigns, and that no substitutes exist. The 5th edition of Ultimate Memorabilia will again be successful, sell out, and continue to be embraced as the dominant product in all of hockey.

Clint wrote:
I must say this is really sad, considering they cannot come up with another name, or the fact they think they can confuse us collectors? anyhow being a collector of both your product and upper decks i can honestly say that for the past 2-3 years ITG products are clearly a step or two above upper decks, and the ULTIMATE' name we always be (ITG) to me and many others in the hobby world I'm sure if upper deck uses the name ultimate this year I would consider that a low blow to you guys at ITG considering they have a license to produce NHL-NHLPA products this year and not you guys it seems there trying to steal your name or some of your customers which I'm sure they have lost a few over the past couple years, anyhow if this happens I would consider boycotting Upper Deck’s products indefinitely also can your guys not sue?

Jeff wrote:
There is probably going to be some confusion among buyers who would expect to get a slabbed card in their Ultimate product from UD. If your Ultimate Memorabilia product came out (or was announced) before UD announced their first release of Ultimate Collection (which I think was baseball in 2001) then I would think that you would have a good claim against them if you choose to litigate it, especially if you plan to release the product again this year.
If it was a low end product, it would be less of an issue, but at up to $100 a pack, people should have an expectation of the product, which could be confused by UD using the name.

Harry wrote:
I read with interest the indication that UD is trying to issue a product named "Ultimate" for its hockey line. I would have to agree that the name is synonymous with In the Game. Since there exists a multitude of names that UD has used and could use, the name "Ultimate" should remain an ITG property to avoid confusion or misunderstanding. If you were to release a "Dark Diamond" set, I'll bet you'd be hearing from legal counsel in California. If you wish support in this issue, you've got it from me.

Jean-Francois wrote:
Here below my comment related to the Ultimate name: In The Game vs. Upper Deck.
It is obvious that Upper Deck will benefit of the room created by the past Ultimate Memorabilia Editions. The name “Ultimate” is directly associated to the In The Game products, and if Upper Deck wants to use it, only confusion will be created. There are so many brands, versions, inserts, parallels, etc�Ķ in this hobby, so if 2 products have a similar name then it only adds more confusion. Why does Upper Deck really want to do that when they know In The Game uses the Ultimate name since 2000-01? Since I am a huge collector of your Ultimate cards, and I really like the In The Game products, I hope you will keep your rights on the “Ultimate” name for hockey products: a name DEVELOPED by In The Game.

Michael wrote:
I think that Upper Deck's use of the Be A Player and Ultimate names is a very dirty thing to do, as do many other collectors (even those who are avid collectors of Upper Deck products). I am in no way going to support these products if and when released by Upper Deck. They have chosen to take the low road, and I have been very pleased by Dr. Price's handling of the situation thus far. I grew up collecting Upper Deck in the early 1990's and have recently come to realize that they are in no way concerned about the hobby or the people who find enjoyment in it. I am looking forward to the Franchises and Ultimate Memorabilia when they are released, and I know that In The Game will do the best they can with the hand they are being dealt. I will never stop supporting ITG and their products, and have actually started collecting older releases (1998-99 onward). My two newest projects are the 1999-2000 Players of the Decade and Pearson autograph sets. If licensing issues are keeping me from collecting ITG and BAP cards of current stars, I will simply find these cards in previous years releases.

Anonymous wrote:
I feel that it is completely unfair to collectors (and to ITG) that Upper Deck is trying to use the 'Ultimate' name. I have seen previous releases of Upper Deck Ultimate Collection, and in no way can they do justice to the 'Ultimate' name that In The Game has developed as for the last five years. Not only is Upper Deck trying to profit from ITG's hard work and innovative thinking, they seem to be misleading collectors to think that it is a comparable product. Their 'Premier Collection' has lost a great deal of hobby attention after their horrible 2003-04 product, and they are grasping for anything they can to improve sales - even if it means stealing a name and reputation. Thanks for your concern about the hobby and for caring what collectors think.

Trevor wrote:
Further to the In The Game email I received over the weekend I would like to respond to your question about UD Ultimate Collection vs. ITG Ultimate Memorabilia.
Most collectors are fairly in tune to the different products available, especially when spending $100+ per pack. ITG has always put out a very unique and innovative product while Upper Deck has put out mass-produced, overpriced high end product. (In my opinion). The Upper Deck product lacks imagination and collectability while In The Game continues to use imagination and ensures the product is highly collectible. Game used numbered to 50 or less vs. Game used numbered as high as 250!
While there are definitely fans of both Upper Deck and In The Game I really don't feel that this "Challenge" by Upper Deck will have a serious impact to In The Game. The loyal customers you have now will continue to be loyal. A new name by Upper Deck will not change this. It's about what is produced, not what it's named.

Michael wrote:
I don't believe you need to worry about the use of the word ultimate in any other product from other companies. The fact that your product, Ultimate Memorabilia, is well recognized as the best set produced each year and that others will surely try to copy ( as they have with update series as well) is inevitable. I'm sure collectors won't get confused & the return on your product will remain strong.

Rich wrote:
I read your letter about Upper Decks’ decision to have an Ultimate Memorabilia named set coming out later in the year and surely understand your disappointment in their decision. I, honestly don’t think this will hurt your sales in any way at all. In The Games Ultimate memorabilia product is by far and the way the best line of any sports card product each year. Last years version was simply incredible.
The “true” hockey card collector will know the difference and when we, as the “collector” are paying for the premium cards, we do our homework. In The Game products are the best in hockey and from this collector, you have nothing to worry about. Keep up the good work and it is going to take a lot of work on your end to top last years ultimate memorabilia, a truly great product.

Jeff wrote:
In an industry with credibility, and in many cases, fraud, issues, the complete disrespect by Upper Deck for the trade name, brand recognition, and related intellectual property of ITG is unacceptable. This is one of the reasons why, with a total of $2B in new and used cards and memorabilia sales, mainstream business entities (and new capital!) do not give the industry credibility. I wish I were legal counsel, rather than an investment banker, so as to be able to offer advice and services on how to proceed.

Dave wrote:
You deserve to use that name (Exclusively), What would happen if Carl Jrs. started or tried to sell Big Mac's!!!
I have been a big supporter of your cards and company since the beginning. I have always felt as a "Hockey Manufacture" and a hockey only collector only, this was a marriage for me.
Honestly, I can only afford to buy one pack of the Best product out there (Ultimate), as I am on a fixed budget and save up for weeks to afford the retail price of $100 a packs. But I always am Extremely Excited when I get my pack or one year bought 2!
I will always continue to support your company, mostly on the mid range Packs ($4.99-6.99).........I always felt that IGT is focused about what the collector wants & likes, unlike UD (Unlimited Dollars) is all about just Profit and greed. Also It is all the little people who are suffering the most during this lockout. (Concession, Parking, Local Restaurants, Ushers, and in your case The Manufacture is in this group. There are so many affected besides players & Owners)

T.J. wrote:
I just wanted to chime in my thoughts on this. I totally agree with your stance on this apparent attempt at Upper Deck cashing in on ITG’s hockey Ultimate Memorabilia product name. I also feel that it is in ITG best interest to go after them with any legal means possible, its obviously wrong on many levels. ITG Ultimate has stood alone by itself for many years now and is what Upper Deck would love to be, a successful high end product. I commend ITG on this product and although I can no longer afford to pay for that particular product and I do miss it a ot, I am still a longtime/lifetime fan who purchases your other products and hopefully someday I will be able to buy another box, I do miss seeing what it looks like. A wife and family of 2 babies will do that, lol...Anyway, we all know Upper Deck is very wrong with this and should own to that fact, I agree, other sports it is not really a issue, but hockey it is.

Anonymous wrote:
Screw 'em!!! That's what I say! As a NJ Devils collector, some of the most breath-taking cards in my collection come from the Ultimate Memorabilia series. I don't think there will be much confusion out there in hockey collecting circles. ITG has built a killer reputation for their commitment to hockey. There is no debating that ITG produces the best hockey cards in the market. As far as the "David vs. Goliath" analogy goes, I think it's appropriate, but not necessarily a disadvantage. I work under a similar scenario, and I think when you sell something of the highest quality, it's easily recognizable.

Dylan wrote:
. I think that more than anything, the main issue is the fact that ITG has spent 5 years developing this name in hockey products, only to have Upper Deck now attempt to capitalize on the efforts of ITG is truly low.
I have been collecting for only 3 or 4 years now, but early on in my collecting I quickly realized that ITG really stood head and shoulders above Upper Deck in hockey products, because ITG offers up generally better player memorabilia, more attention seems to be paid to the quality (generally the colors) of the swatches, and also because ITG seems to more consistently strive for innovative product ideas that hold appeal to collectors with varying interests in the hobby, (something for the auto hounds, something for the rookie collectors, something for the set builders, something for the high $ memorabilia thrill seekers etc).
I'm sure that I'm not the only one who will continue collecting primarily ITG products because of it's attention to the details listed above, and I would hope that Upper Deck will reconsider it's position on using the name 'Ultimate' for one of it's hockey products.
Unfortunately, we all realize that business is business, and they, like any successful business, will likely do whatever they are able within their legal rights, to further their own bottom line. ITG has my continued support as an avid hockey set builder and Jason Spezza and Steve Yzerman memorabilia collector.
Just keep doing what you are doing, collectors will always gravitate towards products that offer up consistent value, and innovation.

Dave wrote:
I can understand the concern you feel with this, as a collector I am already seeing the confusion between the two brands. It is going to make it difficult to find cards by searching and the name has long been attached to In the Game. I wish you the best of luck in solving the matter and hopefully those that need to see it the same way. Although the name may not be exact the intent is. Hope it all works out.

Andrew wrote:
As a low-budget collector, I won't be buying any packs of either Upper Deck or ITG's highest-level products, regardless of their name. But taking the scope of the hobby from my perspective, into account, I feel that ITG should be permitted to be the sole user of the "Ultimate" brand name.
I look at the products that both companies have released and see two very different companies. One company who is very close to the game of hockey itself. A company made of hobby enthusiasts and collectors; I feel the products that ITG produces really show this. On the other hand, you have a far larger corporation in the Upper Deck company - a company who regularly neglects hockey in ways too numerous to mention here. Their poor customer service is a testament to their (lack of) commitment in the hobby.
How much do the two companies care about the opinion of those in the hobby? Dr. Price went out of his way to ask collectors their opinion on the matter. Upper Deck can't even get hockey checklists on their website until a product is weeks (or months) old - let alone worry about the brand names they use.
I haven't even yet mentioned the fact that, in hockey, Upper Deck appears to be attempting to steal a name that ITG has used for years. I realize that Upper Deck has used the "Ultimate" brand name in other sports. However, I feel that each sport is a different market and needs to be examined individually. "Ultimate", as a brand name, has been created and refined by ITG, and frankly, it's just not right that someone else would take it.
Best of luck through this issue, and to the company as a whole in getting through these difficult times.

Darren wrote:
I don't really care what UD calls their "Garbage in Disguise" there's only one ULTIMATE and most collectors have figured out it doesn't come from UD.

Steven wrote:
The name brand "Ultimate" has been brought to the fore with hockey collectors by ITG - the name should remain with them.
I would also humbly suggest that Upper Deck actually consider the implications of calling a product "Ultimate", and realize that their products fall far from that mark.

John wrote:
Ultimate Memorabilia is In the Game’s and Upper Deck needs to stick with their brands. Changing their over-priced and very disappointing Premier product to Ultimate is only an attempt to get on ��OUR’ bandwagon. Please fight the good fight to keep the name an In the Game product only.

Ryan wrote:
Hi, I heard about Upper Deck planning on using the name Ultimate Collection for an upcoming hockey product. As a fan of upper deck and a fan of In the Game, I am horribly saddened that UD feels the need to essentially take someone else's product and throw their name in front of it! I never have has the chance to purchase In the Game Ultimate, due to my limited finances, however it is the one high end product that us hockey fans have that brings joy to so many collector's! I don't know what can be done about this, but I hope something does. Upper Deck has put out Ultimate Collection products in football and baseball this year that have absolutely been horrible from what I have seen and heard. ITG Ultimate Memorabilia has never has the same image stapled to it and this could ultimately hurt ITG in later editions of your product. I have no doubts that Upper Deck will make their hockey product as bad and as overproduced as their recent ones. Yes it causes confusion as well, and that should not be allowed! As a "little man" I can't do much, but you have my full support and the support of every other fan, not just of ITG and hockey, but sports cards and this hobby in general!

Jason wrote:
I don’t think you would have much to worry about if UD used the word “Ultimate” in one of their hockey product lines. The quality of your products stands on its own, regardless of the name. Your memorabilia cards are always marvelous (hopefully this will hold true with my recent H&P Update Set order!! J). It is a rare occasion when I am disappointed by a box from you guys. Upper Deck makes some nice products, I can’t lie, but they make a lot of products — some better than others. I have found myself disappointed way more often with a box from UD — why would a box named “Ultimate” be any different? I must admit, I’ve only been able to afford a couple packs of your Ultimate series, but what I’ve pulled out of them have all been keepers. I have to say I did not buy your product because of the name of the series, I bought it because of the name of the company and the reputation for quality I have come to associate with your products. I work way too hard for my money to take a chance on a $100 pack only to have a 1 color no-namer swatch to show for it. Good luck with the series, and keep up the good work!

Jeremy wrote:
Well, I do believe that ITG has a strong point in suggesting that they should be entitled to "Ultimate Memorabilia".
However, with Upper Deck already using that name for their "Ultimate Collection" variation relating to Basketball, Football, and Baseball, it would seem practical for them to use the same terminology with hockey.
Since you have already built up the brand relating to ITG "Ultimate Memorabilia", why not just come up with an agreement that Upper Deck pays you a royalty for the name? I assume since they are stealing away your name, they should have to pay compensation for every case/unit sold.
I do believe that having ITG Ultimate Memorabilia and UD Ultimate Collection will leave collectors uncertain and confused about their high-end product.

Andre from Germany wrote:
I think there is only ONE real Ultimate in Hockey! It’s Ultimate Memorabilia from ITG. Upper Deck can use an other name, but not this!