The United States Playing Card Company : A Newell Brands Company

Name

The United States Playing Card Company : A Newell Brands Company

Legal name

The United States Playing Card Company

Website

https://usplayingcard.com

Company type

Private

Founded year

1867

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Playing Cards & Gaming Products

NAICS

Hobby, Toy, and Game Retailers (459120), Sporting and Athletic Goods Manufacturing (33992)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Poker Equipment & Supplies (Tables, Cards, Chips, Shufflers) (MPAEAEAL)

akta.pro secondary industries

Shuffling, Dealing & Card Security Devices (Auto Shufflers, Shoe/Dealing Devices) (MPAEANAI), Gaming Peripherals & Player Interface Hardware (Bill/Ticket Validators, Printers, Touchscreens) (MPAEANAE)

Keywords

• Playing card manufacturing
• Casino gaming supplies
• Custom card printing
• Collectible playing cards
• Card game products

Headquarters

HQ city

Erlanger

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Playing Card Manufacturing and Sales: Design and manufacturing of quality playing cards sold under multiple brands including Bicycle, Bee, Tally-Ho, Aviator, Kem, Hoyle, Maverick, Fournier, Great Mogul, and Bonus. Revenue generated through both retail consumer sales and B2B casino supplier relationships.
2. Casino Products and Equipment: Specialized casino-grade playing cards, electronic shoes (BEE-Tek), billboard display systems, and accessory products for the gaming industry.
3. Custom Printing Services: Custom playing card printing services through bicyclecards.com/custom-printing/, allowing customers to design personalized decks.
4. Licensing Royalties: Licensing of established brands including BICYCLE, BEE, TALLY-HO, AVIATOR, STREAMLINE, MAVERICK, PO-KE-NO, KEM, and HOYLE to third parties.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

The United States Playing Card Company (USPC) designs and manufactures quality playing cards under multiple iconic brands including Bicycle, Bee, Tally-Ho, Aviator, Kem, Hoyle, Maverick, and Fournier. The company produces casino-grade playing cards and electronic casino equipment (such as the BEE-Tek electronic baccarat shoe) for the gaming industry, and sells consumer playing cards, custom-printed decks, and educational card games (Hoyle) through e-commerce storefronts.

Product overview

The United States Playing Card Company (USPC), founded in 1867 and now a subsidiary of Newell Brands, is a leading manufacturer of playing cards with a portfolio of iconic consumer brands including Bicycle, Bee, Tally-Ho, Aviator, Maverick, KEM, HOYLE, and Fournier. The company operates across consumer retail (Bicycle, Bee, Aviator, Tally-Ho for general card games), casino gaming (BEE-branded casino cards, BEE-Tek electronic baccarat shoe, BEE Top10 carnival card solutions), and educational markets (HOYLE children's card games). USPC serves prestigious casinos worldwide with tamper-proof, durable cards engineered for security and game integrity, while maintaining mass-market consumer presence through its retail brands. The company has developed proprietary technology including flameproof cards for astronauts and advanced inspection systems achieving 88% reduction in miscut cards for casino customers.

Differentiator

Problem solved

Functional benefit

Brands

• Bicycle: Iconic playing card brand with the famous Rider Back design, in production since 1885.
• Bee
• Tally-Ho
• Aviator
• Kem
• Hoyle
• Maverick
• BEE-Tek
• BEE Top10
• Streamline
• Po-Ke-No

Products and services

• Bicycle Playing Cards Flagship consumer playing card brand featuring the iconic Rider Back design introduced in 1885; sold to retail consumers for card games, magic, and cardistry.
• Bee Playing Cards Playing card brand originally created in 1892, offered in standard consumer and casino-grade formats for table games.
• Tally-Ho Playing Cards Playing card brand created in 1890 featuring distinctive circle back designs, popular among magicians and cardistry enthusiasts.
• Aviator Playing Cards Playing card brand introduced in 1927 in honor of Charles Lindbergh's Atlantic flight, featuring aviation-themed back designs.
• Maverick Playing Cards Playing card brand acquired in 2001 with the Hoyle Products acquisition, positioned as a value-oriented consumer playing card option.
• Kem Playing Cards Premium playing card brand known for Jacquard-wide standard format cards, marketed for durability and professional use.
• Hoyle Card Games Playing card and card game brand acquired in 2001 and relaunched in 2017 as educational card games for children, including rule books and game varieties.
• BEE-Tek Electronic Shoe Electronic baccarat shoe with HD graphics Billboard Display System offered in 23, 27, and 32-inch single and double-sided configurations for casino baccarat tables.
• BEE Top10 Sequential Multi-Deck Cards Multi-deck card format designed for carnival games that removes 10-value cards, available in 6 or 8 deck pre-shuffle or sequential formats, to speed up table openings at casinos.
• Cammegh Trend Board Trend visualization display bundled with the BEE-Tek electronic baccarat shoe for casino patrons, available in single and double-sided configurations.
• Custom Playing Card Printing Custom playing card printing service that lets businesses and individuals design and order personalized decks for branding, events, promotions, or personal collections.

Quantifiable outcome

• 88% reduction in miscut cards
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• CammeghcoreTechnology or IntegrationProduct integration partnership where USPC bundles Cammegh trend boards with BEE-Tek electronic baccarat shoes. The combination provides casinos with seamless integration of electronic card handling and trend visualization. USPC installs both products together to ensure smooth integration and faster table deployment. Available in single and double-sided Billboard Display System configurations in 23", 27" and 32" sizes.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Hasbro Gaming: Major toy and games company with playing card products and card games. Comparable as a broad incumbent in mass-market card-based games competing for the same family/consumer occasions as USPC's Hoyle and Bicycle lines.
• Light & Wonder (formerly Scientific Games / Shuffle Master): Global gaming equipment and content provider offering table products, shufflers, and casino systems. Comparable as a broad incumbent in casino table hardware with overlapping product categories (shuffling devices, dealing shoes, table management systems).
• Mattel (Playing Cards / UNO): Global toy and games conglomerate with playing card and card game products (UNO, custom branded decks). Comparable as a broad incumbent consumer products company in adjacent hobby/games categories.

Direct peers

• Cammegh: UK-based manufacturer of casino table equipment including electronic wheels and trend display boards. Direct partner (bundled with BEE-Tek) and comparable as a casino equipment specialist serving similar gaming operator customers.
• Gemaco: US-based manufacturer of playing cards, gaming chips, dice, and casino supplies. Gemaco directly competes with USPC in casino-grade cards, chips, and table game accessories for both US and international gaming operators.
• Cartamundi: Belgian-headquartered global playing card manufacturer and one of the largest in the world. Cartamundi is both a direct competitor and operational partner of USPC (co-branded as "USPC – Cartamundi"), making it the single most comparable peer across product, brand portfolio, and casino markets.
• NPCC (Noris Spiele): German playing card and game manufacturer under the Noris/Simba-Dickie Group. Comparable as a European-headquartered playing card producer competing across consumer and educational game segments.
• Legends Playing Card Company: Custom playing card manufacturer producing branded, promotional, and specialty decks. Comparable as a B2B playing card manufacturer serving marketing, casino-adjacent, and custom-print segments.

Emerging players

• Ellusionist: Premium playing card brand focused on cardistry, magic, and collector markets. Comparable as an emerging niche player capturing enthusiast/artist-series demand that USPC's traditional brands under-serve.
• Theory11: Premium designer playing card company focused on luxury, magic, and cardistry communities. Comparable as an emerging player demonstrating the high-margin specialty segment opportunity within USPC's broader consumer market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks3 records

Key highlights7 records

Customer concentration

• Xx.com/beeplayingcards

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The United States Playing Card Company : A Newell Brands Company