What actually goes into making a trading card set?

This week on Hobby Nonsense, Jesse and Ray are joined by Upper Deck President Jason Masherah for a deep dive into the world of entertainment cards — from the collector perspective and the business side.

The conversation covers:

How Upper Deck is approaching the modern entertainment card market

Why some non-sport products take years (sometimes over half a decade) to reach collectors

The challenge of creating products that feel fresh and not just another copy of what’s already out there

Along the way, things take some unexpected turns…

They uncover older Upper Deck sets that even Jason didn’t realize existed, discuss the idea of employee-only PMGs, and explore the future of Michael Jordan golf cards.

They also break down recent successes like Scooby-Doo and Looney Tunes, and what made those products connect with collectors.

It’s a rare, candid conversation with someone who clearly sees himself as a collector first and a business leader second — and offers a unique look at where the hobby could be headed next.

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