Draft:BreaKey (Toy)
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BreaKey is a 2002 toy by BreaKey N.V., which was licensed by Upper Deck. It was released in 2002 in The Netherlands and in 2003 in Germany and The United States of America.
Gameplay
[edit]The player and their opponent had to insert the keys into eachother, and twist. One key broke, while the other stayed intact. The broken key lost.[1][2][3][4][5][6][7]
After one key was broken, it could be used to construct things with the broken piece as the connector. You could also still collect the broken keys.[3][4][6]
Online
[edit]On the keys, there was a part with a scratchable layer, which would reveal a code. This code could be entered on the game's website to activate a virtual key. Prizes could be recieved for how well your online key did.[2][3][4][8][9]
Marketing
[edit]Television shows
[edit]There were two television shows produced for the marketing of the BreaKeys. One was aired on the FoxKids/V8 channel in the Netherlands, the other on RTL Zwei in Germany.[8][10]
Licensing
[edit]Upper Deck was the distributor for the BreaKeys in the entire world except for Brazil, Venezuela and the BeNeLux region, for which it paid $2,5 million yearly or 10% of all sales, whichever was higher. The company produced BreaKeys with MLB, One Piece, and Medabods. Plans were also made for licensing deals with Pokemon, Marvel, NHL and NFL. Studio 100 was the distributor for BreaKeys in the BeNeLux, and organized licences with Suske en Wiske and Spring.[2][3][4][9][11][12]
Upper Deck also worked with Buzzmarketing in a deal to sponsor an American tour for a band from Orlando, Florida, in exchange for a song about the product, which would be requested to be played on American radio.[12][13]
Tour
[edit]In Germany, Austria and Switzerland, there was a tour for the BreaKeys, where the winner of each tournament would be crowned the "Keymaster".[8][10]
Lawsuits
[edit]In 2003, Upper Deck and BreaKey International sued eachother in regards to the product. Eventually, Upper Deck was forced to pay BreaKey International $2,5 million.[9][14][15]
Buzzmarketing also sued Upper Deck for alleged breach of contract surrounding Buzzmarketing's work for the deal of the band, but this claim was denied.[12]
In July 2005, BreaKey and Upper Deck sued each other again over trademark oppositions.[16]
Website
[edit]References
[edit]- ^ "Upper Deck Plans BreaKey Game". icv2.com. Retrieved 2025-05-21.
- ^ a b c Blickpunkt:Film, am. "CTM-Lizenz für neuartiges Sammelspiel". www.blickpunktfilm.de (in German). Retrieved 2025-05-21.
- ^ a b c d "Springen voor BreaKeys". GVA (in Flemish). 2004-01-16. Retrieved 2025-05-21.
- ^ a b c d "Springen voor BreaKeys". HBVL (in Flemish). 2004-01-16. Retrieved 2025-05-21.
- ^ WO2003008062A1, Teunenbroek, Ronald Van & Sluijs, Robertus Maria, "Toy article with handle and coupling piece for connection with a second toy article", issued 2003-01-30
- ^ a b "BreaKey". BoardGameGeek. Retrieved 2025-05-22.
- ^ "BreaKey (2003) Board Game". Board Game Guys. Retrieved 2025-05-25.
- ^ a b c "BreaKey: Der neue Sammel-Hit von Upper Deck" [BreaKey: The new collectible hit from Upper Deck]. www.brandora.de. Retrieved 2025-05-21.
- ^ a b c "THE UPPER DECK CO., LLC v. BREAKEY INTERN, BV (S.D.N.Y. 2005), 390 F. Supp. 2d 355 | S.D.N.Y., Judgment, Law, casemine.com". Casemine. Retrieved 2025-05-21.
- ^ a b "Upper Deck To Release BreaKey in December". icv2.com. Retrieved 2025-05-21.
- ^ "Upper Deck's Trading Card Releases". icv2.com. Retrieved 2025-05-21.
- ^ a b c "Written 'Intent to Contract' Does Not Create a Contract". The Legal Intelligencer. Retrieved 2025-05-21.
- ^ Skinner, Liz (31 May 2003). "Bling! Blinb! Ka-Ching!" (PDF). Billboard. pp. 1, 124. Retrieved 2025-05-21.
- ^ "Upper Deck Co. LLC v. BreaKey International BV". New York Law Journal. Retrieved 2025-05-21.
- ^ "Upper Deck Company | S.D. New York | 12-23-2004 | www.anylaw.com". www.anylaw.com. Retrieved 2025-05-21.
- ^ Lesko, Paul (2012-08-10). "Law of Cards: There Have Been How Many Sports Card Industry Lawsuits?". The Cardboard Connection. Retrieved 2025-05-21.