The United States Playing Card Co. (USPC) — best-known as the manufacturer of playing cards, including the iconic Bicycle brand — appointed Brilliant PR & Marketing as its new agency of record.

United States Playing Card Company“An entire sector of our client roster is dedicated to play and games. We are thrilled to be working with USPC, which not only represents the very origins of play with its original Bicycle brand, but also the evolution of where play is today with its new Games by Bicycle line,” says Brilliant PR & Marketing President Kathleen Tomes.

The agency began its work with USPC by introducing the company’s new Hoyle line of card games for kids.

Next up is the introduction of Games by Bicycle — the company’s entry into the tabletop games space. At launch, titles include Shuffle Grand Prix and It’s Blunderful.

Founded in the late 1800s, the USPC was most recently owned by Newell, the parent company of brands, such as Rubbermaid and Coleman. Last month, Newell entered into an agreement to sell the USPC to the Belgian Cartamundi Group.