It's not often I find trading card news in my local newspaper. So when I saw an article on PopCardz, a new celebrity-based trade card set not from a sports card manufacturer, I had to take a look.

A former show business agent has started a new company that will supply cards of more than 40 celebrities. Young stars, such as Ashley Tisdale will join Megan Fox, Dwayne "The Rock" Johnson and Jessica Alba, among others. The back of the cards will feature the star's birth date, hometown, motto and favorite charity, movie, song, book, place, sport and food. There will also be a "secret" about that person on the back of the card.

Proceeds from the sale of the cards will be given to the celebrities' charities. Each card will also have a unique 10-digit access code printed on it that will provide additional online content at PopCardz.com (the site isn't currently active as of this writing).

I'll be real curious at the price point of this product because it's clearly aimed at the mass market. I see it pitched in the grocery store aisle next to the tabloids. All of this information can be found online (along with MUCH more in the case of some of the celebrities). What's the hook? Will there be autographs? Worn clothing scraps?

It's nice to see the proceeds going to charity; I just don't see this catching on. I hope I'm wrong. With good marketing and some additional "hooks," maybe it works. Any positive news regarding trading cards is good news for the entire hobby.