Who knew that hockey cards were a big news item again?

With an article released on CBC News and more stories on CBC Radio and Yahoo Sports, In The Game’s Brian Price is facing some controversy over his upcoming hockey card release of In The Game’s Enforcers.

Fighting, despite some fan’s dislike, has always been a part of hockey. And it has often been part of ITG’s product line-up. Past popular products from In The Game include Tough Customers and a Net Brawlers insert set. For those interested, each box of  ITG’s Enforcers will feature 5 autograph cards. Also included in each box will be 2 game-used memorabilia cards and the following insert sets: Instigator, Combatants (Dual), Fight Strap (1/8) Fight Strap (1/1 – big surprise), and Tough Franchise (Quad).

However, due to the recent deaths of tough guys, Wade Belak, Bob Probert, Rick Rypien, and Derek Boogaard, some people are questioning the timing of the release. In response, Brian Price, owner of In The Game, said he feels the enforcer series “is bringing attention to the players who do the work in the trenches. I’m not glorifying violence. I’m paying tribute to the players.” In addition, the set was most likely conceived and began production well before the tragic deaths of these NHLers as collecting autographs of players is a lengthy process.

It is somewhat hypocritical of CBC to post this news story as well, due to their involvement with Don Cherry on Hockey Night in Canada. Cherry has long been an advocate of fighting in hockey and releases an annual video series called ‘Rock’em Sock’em Hockey.’ CBC also produced a story of his life which involved quite a bit of fighting and violence.

In terms of sales, media attention is rarely bad for a company.

And in the end, collectors will speak with their wallets.