ULTIMATE (ul-tim-ate): beyond which there is no other.

There are many different hockey card sets to collect, each with its own distinctive features and brand name. In most cases, that brand name tries to make a statement - either about the theme or the attitude of the product - while creating an identity that appeals to collectors.

Few brand names accurately embody the virtues of a product. Ultimate Memorabilia is an exception to the norm.

From the moment the inaugural Ultimate Memorabilia Series was released in 2001, there was no question these were collectibles "beyond which there is no other". From the elegant packaging to the dramatic designs, from a fascinating array of subset themes to the presentation in sequentially-numbered slabs, featuring a player selection presenting the biggest stars of today to the legends who are an integral part of the sport's rich heritage... there was never any doubt that Ultimate Memorabilia lived up to its name.

A mere glance at the checklist told collectors all they needed to know. Lemieux, Roy, Howe and Gretzky. "The Rocket", "Mr. Goalie", "Boom Boom" and "The Golden Jet". Yzerman, Brodeur, The Flower and the Espositos. The player selection was unbeatable.

Combine this with unforgettable themes including Active-Eight, Captain C, Magnificent Ones, Silver and Gold Autographed Cards, and tribute series to Gordie Howe, Maurice Richard and Jacques Plante.

All the cards were slabbed in an attractive Be A Player clear hard plastic holder. Every card was sequentially numbered one of two different ways: numbering for each individual card (to a maximum of 90 copies) and numbering within the entire production run of 25,000 memorabilia cards in the Series.

It is also fair to say the marketing strategy behind Ultimate Memorabilia was bold in its simplicity. Each pack contained one memorabilia card. The result? Ultimate Memorabilia quickly sold out and created a buzz within the hobby unlike any ever seen before.

This was a product that made a statement. In the world of sports collectibles, it was "a fundamental or final fact"... until the following year!

Retaining this coveted status within hobby circles is an ongoing challenge and with the release of Ultimate Memorabilia 2nd Edition in 2002, expectations were once again surpassed.

For a second straight year, the player selection was impeccable, the variety extraordinary, the themes and designs set new standards within the industry, and the presentation was worthy of hobby royalty.

Rather than resting on our laurels, significant steps were taken to ensure Ultimate Memorabilia lived up to its name. More subsets were added including 500-Goal Scorer Jersey cards, Retro Teammates, All-Star History, and Waving the Flag. A concept entitled Made To Order was introduced giving collectors who received one of these redemption cards an opportunity to exchange it for a special one-of-one memorabilia card of the player of their choice!

The maximum production total for any one card was lowered to 50 to further enhance collectibility. And... every card was not only slabbed, but professionally graded by Beckett Grading Services. Again, cards were sequentially numbered in two different ways: numbering for each individual card (to a maximum of 50 copies) and numbering within the entire production run of 25,000 memorabilia cards in the Series.

Best of all, the price point remained the same as the year before.

Spring of 2003 marked the release of Ultimate Memorabilia 3rd Edition. The question presented itself one more time. What could possibly be done to raise the bar and exceed all previously established standards? The eventual solution required a break from tradition. The new Ultimate Memorabilia would offer two cards per pack instead of one.

The first card represented what Ultimate Memorabilia collectors had come to expect. It was a game-used memorabilia card, slabbed and sequentially-numbered inside a handsome holder, with a maximum production run of 50 for any one card. As became the standard, the entire run of 25,000 memorabilia cards were sequentially numbered two different ways. The caliber of players remained stellar and more exciting new subsets were added including Great Moments in Hockey History, Cornerstones, and Numerology.

Gold parallel one-of-one editions were available for 11 of the subsets. The Made To Order concept was expanded to incorporate one, two, and even three pieces of game-used memorabilia of the player of your choice.

The most dramatic addition of all, though, was the introduction of the Paper Cuts series - 36 different cards and each one of a kind - presenting a truly scarce embedded autograph of legends such as Tim Horton, Terry Sawchuk, Doug Harvey and Frank Boucher among many others.

For the first time, Ultimate Memorabilia 3rd Edition incorporated a "base set." The second card in the pack was one of 100 different rookie cards (#1-100). Each of these was not only slabbed, but professionally graded by Beckett Grading Services. The lineup of rookies was stellar and included the likes of Rick Nash, Henrik Zetterberg, Alexander Frolov, Jason Spezza, Jay Bouwmeester, and even Russian legend Valeri Kharlamov. Each card was sequentially numbered out of 250.

With all of these added features, a cost increase would not have been surprising yet the price per pack remained unchanged.

Now comes the Ultimate Memorabilia 4th Edition set for release in June 2004. We've had an entire year to think about it, and as is our custom, there are several upgrades planned for what has now emerged as a perennial favorite.

Again, collectors will find two cards in every pack: one game-used Ultimate Memorabilia card featuring all the usual standards that live up to the Ultimate name, and one Ultimate Autograph card reflecting the growing trend towards signed cards being the most popular items in the market. These Ultimate Autograph cards will be part of a formal "base set" of 100 cards. Look for autographs from a vast array of hockey's biggest names including our newest additions, Bobby Orr and Ray Bourque.

The Made To Order Program will be more exciting than ever. Look for different versions featuring anywhere from one to four pieces of game-used memorabilia. And now, collectors will not only be able to choose which player will be featured on their card, but they will also be able to select which pieces of memorabilia will be incorporated, based on lists provided on our web site.

A tremendous array of game-used memorabilia cards will once again be at the forefront. Look for new themes such as Perennial Powerhouse, The Goal, and Franchise Present and Future. A new lineup of Paper Cuts will be presented, as well as two new dramatic concepts entitled Rookie Year and Memorialized.

Upon release, the Ultimate Memorabilia 4th Edition will represent a new standard in collecting and take over from the 3rd Edition as a series "beyond which there is no other"... for now!