In The Game
Even a small company can have a big impact on the hobby of sports cards. In The Game has been proving that for more than a decade, blending creativity and innovation with a strong sense of history to make products that continue to excite hockey collectors.
Founder Dr. Brian H. Price got involved with hockey cards at the very beginning of the 90s, helping to revive the historic Parkhurst name and bringing the concept of premium cards to hockey for the first time. Starting with the 1998-99 NHL season, In The Game forged a strong identity for itself using various Parkhurst and Be A Player brands.
The company was dealt a blow after the infamous 2004-05 NHL lockout, when the league decided to grant an exclusive hockey card license to Upper Deck. Though many hobbyists thought In The Game would fold up shop, it simply refocused its efforts on young prospects and legends of the game and carried on.
Several of In The Game's brands survived the transition with their popularity intact, including its Ultimate Memorabilia series, which features some of the hobby's most dazzling game-worn cards, and the goalie-focused Between The Pipes. Even in some of the newer themed sets the company has developed, collectors know they can expect excellent autograph checklists and some of the most limited - and authentic, thanks to its "Chain of Custody" - memorabilia cards in the industry.
In 2009, In The Game announced a partnership with Creative Cardboard Concepts to aid in sales, distribution and logistics. That company also works with one of Dr. Price's other ventures, Sport Kings, which produces multi-sport sets that hearken back to the cards printed by the Goudey Gum Company back in the 1930s.
Home Page: www.itgtradingcards.com
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