WHSmith Travel introduces Cartamundi’s Bicycle playing cards

Published on: 28th October 2021

As the iconic Bicycle playing cards join Cartamundi’s portfolio, a long-term strategic partnership with WHSmith Travel has been unveiled.

The iconic Bicycle brand of playing cards is now available in WHSmith Travel stores; highlighting the brand’s rapid expansion in the UK and putting the Brand firmly on track to become the  No.1 Playing Card in the UK as well as the USA.

Bicycle playing cards are the most widely used playing cards in the world; having launched over 130 years ago, there is a rich history behind the cards. Now consumers across the UK can be a part of the experience by picking up a deck from WHSmith Travel.

As the population starts to travel more, Cartamundi believes WHSmith Travel is the perfect partner to stock Bicycle cards, which have a patented air cushion technology that gives them a unique feel and smoothness in comparison to other brands.

The name Bicycle was chosen to reflect the popularity of the bicycle at the end of the 19th century and remains an iconic visual that is still easily recognisable today. As well as the classic blue and red design on the Rider Decks, Bicycle cards are known for their aesthetically pleasing designs and themed decks such as their Architectural Wonders of the World, Fyrebird and Dragon.

Joel Palser junior buyer GM at WH Smith Travel said: “We are thrilled to be launching the iconic Bicycle brand of playing cards, steeped in history and with amazing finishes, exquisite designs, and premium quality. We firmly believe that this is exactly what the playing cards consumer today expects from a high-quality playing card. We are seeing a growth in consumers wanting a premium playing card whether it is for use on a night in with friends or family or whether they are travelling.”

Andreea Rucareanu, UK marketing manager at Cartamundi, said: “We are so excited to see the Bicycle brand in WHSmith Travel, as a long-term strategic partner, and we are proud to see the addition of Bicycle to our brand portfolio. We have major activation plans for the brand over the next year and the response from retail has gone far above our best expectations. We are on track to become the No.1 Playing card brand in the UK.”

For more information about Cartamundi please call 0161 302 0206 or email



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