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LATEST LIME ROCK PRODUCT A HIT: MAD MAGAZINE TRADING CARDS SOLD OUT

 LATEST LIME ROCK PRODUCT A HIT: MAD MAGAZINE TRADING CARDS SOLD OUT
 PROVIDENCE, R.I., June 5 /PRNewswire/ -- With nearly three weeks left before they go on sale in retail stores, Lime Rock's latest trading card set is already sold out! "Dealers around the country didn't wait to see how it would do," according to Lime Rock President Paul Carroll. "They looked at it, they liked it, they knew it was a winner."
 The 55 card trading set depicts Mad magazine's cover art through four decades while card backs include some of the most popular characters and satire from the pages of Mad including mini-posters, "Spy Vs Spy" and other well-known cartoons.
 The cover illustrations chronicle Mad's irreverent attitude from its humble beginnings in 1952 up to the present as it grew from a small humor magazine to the world's largest satirical publication. Mad's readership may have begun as rebellious adolescents but it's the grown up fans who have pushed it over the top. That adult readership has turned Mad's German-language edition, for instance, into the top-selling humor magazine in Europe -- with circulation over a quarter of a million. In all, 11 foreign language editions are published in Europe, Africa, South America and Asia.
 With acceptance as widespread as that, it's no wonder the trading cards based on Mad magazine were immediately seen as a hot item.
 This product adds to Lime Rock's recent string of successes and has lifted that emerging company into prominence in this highly competitive industry. Three previous sets of hologram cards (Larry Bird, Griffey family baseball and Dennis Conner/Stars & Stripes) created a whole new market for holograms as a "stand-alone" product rather than just an added "premium" product. Each of those products were produced in limited editions and were quickly sold out.
 Lime Rock has cut its own niche in the industry through innovation -- producing a popular set of trading cards featuring cheerleaders from the NBA and another highlighting the "Dream Machine" cars we all grew up admiring. (Another edition of Dream Machines is in the works and should be announced shortly.)
 "This set meant a lot to us personally" said Lime Rock's George Latimer. "We grew up reading Mad -- who didn't -- and were excited about working with 'the usual gang of idiots.'" But the celebration at Lime Rock -- and at Mad magazine -- has been tempered by the recent death of Mad founder William Gaines. From Mad's beginning as a ten-cent comic book in the fifties, Gaines delighted in poking fun at everything from the H-bomb to today's "politically correct" speech. Even after the magazine was sold to publishing giant Time Warner, Gaines insisted on complete editorial control which included no paid advertising -- Gaines was afraid advertising money would taint Mad's reputation for targeting anything or anyone deserving of satirical attack.
 The Mad magazine trading cards are expected to be available for retail sale by the end of June.
 -0- 6/5/92
 /CONTACT: Jack Groh, 401-353-8534, or George Latimer, 401-273-1450, both of Lime Rock/ CO: Lime Rock ST: Rhode Island IN: SU:


TS-PS -- NYFNS1 -- 7295 06/05/92 07:30 EDT
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Publication:PR Newswire
Date:Jun 5, 1992
Words:518
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