When asked about printing, most people will point to packages and publications, which is understandable considering these are the largest volumes. But there are also smaller runs that require the full gamut of a printer’s skills.

Trading and gaming cards are one category with complex needs. The old sports cards many of us collected as children are very different from today’s specialty cards, which can be printed on foils, can be die-cut, and much more. In reality, printing trading cards is an art form, incorporating different materials, various custom shapes and designs, and more. 

It is also big business. Trading and gaming cards have grown in popularity in recent years, and the COVID-19 pandemic has increased interest in the hobby, as people found old trading cards and others took an interest in becoming collectors.

This is good news for RR Donnelley & Sons (RRD), a longtime specialist in printing trading cards. RRD will equip its Packaging Solutions operation in Reynosa, Mexico with specialty trading and game card finishing and packing capabilities. The facility, which is just over the border from McAllen, TX, is expected to be running these capabilities by mid-spring of 2021.

Also, RRD is adding a 12-color UV press to its Durham, NC Packaging Solutions facility, which is one of the largest production centers for trading cards in North America. The press represents the second of its kind in the plant.

RRD and Printing Trading Cards

Lisa Pruett, President, RRD Packaging Solutions, noted that RRD has been printing trading cards for more than three decades.

“Using waterless press technology, the first cards were printed at the Durham, NC facility in 1989 for a major sports card brand,” Pruett said. “Within 10 years, our Durham facility was producing a wide range of cards spanning from entertainment trading cards to collectible card games.”

Pruett observed that the printing requirements are growing more complex with time, and RRD has brought together a wide range of processes to choose from.

“Because the requirements to print cards continue to expand with a growing marketplace, RRD uses a myriad of conventional and UV printing equipment, including flexographic printing, digital, and 12-unit perfecting printing presses for exceptional color and coating diversity,” said Pruett. 

“Our 12-color presses also allow us to produce vibrant cards with fewer runs since they print multiple colors on both sides of the cards without ‘two passing' the sheets. This ultimately provides speed-to-market and creates a competitive advantage for card manufacturers. Moreover, our capabilities enable us to print on various packaging formats such as folding cartons, retail displays, and fin-seal overwraps.”

Pruett noted that trading card production is driven by two things: play value and collectible value.

“Since collectibles are more valuable when there are fewer in the market, we are capable of scaling down and printing short run cards, regardless of the specialized effects required by the client,” she added.

The serialization of high-value cards can be achieved in different ways.

“Typically, we use a foil crash numbering process to produce a unique card number for numbered releases,” Pruett reported. “However, we have used both inkjet technology and digital presses to number gaming cards, since they are produced at a higher volume. In addition, digital presses allow us to pre-program the number scheme into the actual artwork of the cards. The way the artwork is produced in digital presses allows every card to be unique.

“In the context of gaming cards, some cards have been designed to be scanned using a phone to unlock elaborate or special features in gameplay, allowing a physical card to experience a digital life as well,” said Pruett. “That said, each printing technique has its own value for different applications while some are used based on client preference for each product.”

The Complexity of Trading Cards

Non-card collectors would be surprised at the rigors of producing cards, from die-cutting to creating refractors and much more. Pruett said that in general, there are three main complexities: printing and embellishments, collation, and memorabilia.

“The printing and embellishments of cards are world-class, which require a vast array of technologies under one roof,” Pruett observed. “Product management is also key to the production and inventory of supplied products that are either rare or high value.”

Ink plays an important role in printing trading and gaming cards. Pruett noted that RRD routinely collaborates with its supply base to ensure alignment with applicable industry requirements, while also considering the best new and evolving technologies and solutions with increased environmental attributes.

“We seek ink options that consider environmental impact, cost, quality, delivery, supply continuity, scalability, market receptivity, and governmental and regulatory requirements,” Pruett said. “ We have robust supplier specifications that outline commonly supplied product and material categories, including inks, and the compliance obligations that each supplier must meet before providing materials to RRD.

“We continuously collaborate with our ink suppliers to increase the ink's environmental attributes, such as by minimizing or removing hazardous constituents, and identifying the optimal amount of vegetable-based content,” Pruett added.

Collation is another complex operation.

“This ensures that when a consumer receives a product, they get exactly what they are expecting,” Pruett observed. “However, the complexity of collating these cards so they are included into the requested packs and boxes the exact right way are enormous. Not every supplier can distribute and package in this manner. Because of decades of experience coupled with the technology we built to detect errors, RRD is able to instill confidence in our clients that the packs and decks are accurate.”

Then there are memorabilia cards. These can incorporate pieces of game-used jerseys and baseball bats. Some even cut autographs from historical figures. RRD is capable of producing highly specialized cards that include a variety of memorabilia.

“It takes a tremendous amount of craftsmanship to produce a memorabilia card since all aspects of the piece must be perfect as it passes through up to a dozen processes,” Pruett noted. “That is one challenge; so is maintaining strict security.”

“Production for these specialized cards is labor-intensive and inventory control is critical,” said Pruett. “We have to account for massive amounts of security that are required for memorabilia cards and card series releases to ensure that sensitive information is not compromised. Thusly, RRD is currently building out our new Reynosa facility to match the Durham facility’s stringent security systems and protocols.”   

Additionally, attention to detail is needed to correctly track the integrated memorabilia.

“Jersey or costume swatches can look similar from one card to the other,” added Pruett. “However, each must be correctly matched with its card subject. As cards are laminated in multiple-up formats, the challenge is greater as each swatch must be tracked from receipt through to final assembly in its card with many others at the same time. Frequently, memorabilia cards receive sequential numbering using foil stamping to ensure their rarity in the market.”

Pruett noted that having decades of experience is critical in overcoming challenges during production that new suppliers might find more taxing.

“With a focus on the end product, we lend our production and business expertise to our clients, to teach them how to improve not only product quality and production but also to bring cost savings and distribution efficiency to their products,” Pruett observed.

“With the support of our expansive line of printing technologies we are able to quickly adapt to changing market needs to help our clients remain competitive in the marketplace,” Pruett added. “Being a large global company, we have the resources to continue growing with new innovative equipment and technology. With our expansion in the Reynosa facility, we are excited to extend our geography, as well as our capabilities to better meet the needs of our clients with the ability to duplicate efforts during a surge in demand.”