SPORT REPORT

The Russians are coming, the Russians are coming--to hockey trading cards, that is. But ask Carlsbad’s Upper Deck Co. to disclose how it got six “Soviet Stars” to join its ‘91-’92 season ranks and you get a resounding nyet! The 3-year-old firm, acknowledged by the collectibles cognoscenti as the elite of the booming trading card biz, has dropped a curtain of secrecy over its recent Russian coup that would make the old KGB proud. “I’m not at liberty to tell you how we got their photographs or what we paid,” says marketing vice president Tony Loiacono. “But we did break some rules.”

OK, tinker, tailor, goalie it’s not, but in the high-stakes Cold War for the hearts and minds--and dollars--of collectors, aggressive newcomer Upper Deck has won a reputation for both quality and security savvy--every Upper Deck card has a copywritten, trademarked anti-counterfeit hologram on the back. And the photographs in question--of Soviet skaters Vladimir Malakhov, Alexei Zhanov, Dmitri Filimonov, Alexander Semak, Viacheslav Kozlov and Sergei Federov (who plays for the Detroit Red Wings)--mark the first time an American trading card company has featured Russian sports stars (with Russian and English on the front and back of each card). The Russian cards will be randomly inserted into Upper Deck’s 12-card hockey packs, but when asked how many will be circulated Loiacono insists that “I cannot disclose the production number.” How were the Russians paid, in rubles or dollars? “Each deal was different. . . . I can say some of them were happy to get rubles.” Was any special diplomacy required? “There’s diplomacy in all negotiations,” answers Loiacono diplomatically. The spokesman does, however, allow that “with the Kings winning now, hockey cards are selling like gangbusters here in Los Angeles.”

Some sell for big bucks, too. Nowadays, a 1966 rookie Bobby Orr commands a cool $2K--a ‘79-’80 rookie Wayne Gretzky about $800. “We have a limited-edition focus,” explains Loiacono, who says that the Soviets Stars cards won’t be sold in the Soviet Union. But he doesn’t discount the possibility that the cards may end up being traded there “maybe even for food.” (Last year’s Federov rookie card is already worth $125.) Any chances of a set being sent to Russian President Boris Yeltsin? Perhaps he could swap, say, a Viacheslav Kozlov for some hard currency. Says Loiacono: “I’m sure it’s in the cards, if you will.”