Edit 1: More ARKQ buying today (~50k shares). Thank you everyone for the positive feedback and discussion!
Bottom Line Up Front (BLUF) or TL;DR for the non-military types:
LMT is a good target if you want to literally go to the moon, and my PT is $690.26 in two years (more than 2x from current levels). Justification and some possible trade ideas are listed below, just CTRL-F “Trade Ideas”. I hope you guys enjoy this work and would appreciate any discussion or feedback. I hope to catch you in the comments.
Team,
We interrupt today’s regularly scheduled short squeeze coverage to discuss a traditionally boring stock, LMT (Lockheed Martin), with significant upside potential. To be clear, this is NOT a short squeeze target like many reddit posts are keying on. I hope that this piece sparks discussion, but if you are just looking for short squeeze content, all I have to say is BUY, HOLD, and GODSPEED.
The source of inspiration for me writing this piece is threefold; first, retail investors are winning, and I believe that we will continue to win if we continue to identify opportunities in the market. In my view, the stock market has always been a place for the public to shine a light on areas of innovation that real Americans are excited about and proud to be a part of. Online communities have stolen the loudspeaker from hedge fund managers and returned it to decentralized online democracies that quickly and proudly shift their weight behind ideas they believe in. In GME’s case, it was a blatant smear campaign to destroy a struggling business. I think that we should continue this campaign by identifying opportunities in the market and running with them. It may sound overly idealistic, but if reddit can take on the hedge funds, I non-ironically believe that we can quite literally take good companies researching space technology to the moon. I think LMT may be one of several stocks to help get us there.
Second, a video where the Secretary of State of Massachusetts argues that internet boards are full of a bunch of unsophisticated, thoughtless traders really ticked me off. This piece is designed to show that ‘the little guy’ is ready to get into the weeds, understand business plans, and outpace analysts that think companies like Tesla are overvalued by comparing them to Toyota. That is a big reason that I settled on an old, large, slow growth company to do a deep-dive on, and try my best to show some of the abysmal predictive analysis major ‘research firms’ do on even some of the most heavily covered stocks. LMT is making moves, and the suits on wall street are 10 steps behind. At the time of writing this piece, Analyst Estimates range from 330-460 (what an insane range).
Third, and most importantly, I am in the US military, and I think that it is fun to go deep into the financials of the defense sector. I think that it helps me understand the long-term growth plans of the DoD, and I think that I attack these deep-dives with a perspective that a lot of these finance-from-day-one cats do not understand. Even if no one ever looks at this work, I think that taking the time to write pieces like this makes me a better Soldier, and I will continue to do it in my spare time when I am feeling inspired. I wrote a piece on Raytheon Technologies (Ticker: RTX) 6 months ago, and I think it was well-received. I was most convicted about RTX in the defense sector, but I have since shifted to believing LMT is the leader in the defense space. I am long both, though. If this inspires anyone else to do similar research on other companies, or sparks discussion in the community, that is just a bonus. Special shout-out to the folks that read more than just the TL;DR, but if you do just read the TL;DR, I love you too!
Now let us get into it:
Leadership I generally like to invest in companies that are led by people that seem to have integrity. Jim Taiclet took the reins at LMT in June of last year. While on active duty, he served as a C-141B Starlifter pilot (a retired LMT Aircraft). After getting out he went to work for the American Tower Corporation (Ticker: AMT). His first day at American Tower was September 10, 2001. The following day, AMT lost 13 employees in the World Trade Center attack. He stayed with the company, despite it being decimated by market uncertainty in the wake of 9/11. He was appointed CEO of the very same company in 2004. Over a 16 year tenure as CEO of AMT the company market cap 20x’d. He left his position as CEO of AMT in March of last year, and the stock stagnated since his departure, currently trading at roughly the same market cap as to when he left.
Jim Taiclet was also appointed to be the chairman of the board this week, replacing the previous CEO. Why is it relevant that the CEO came from a massive telecommunications company?
Rightfully, Taiclet’s focus for LMT is bringing military technology into the modern era. He wants LMT to be a first mover in the military 5G space, military application of AI space, the… space space, and the hypersonic glide vehicle (HGV) space. These areas are revolutionary for the boomer defense sector. We will discuss this in more detail later when we cover the company’s P/E multiple and why it is absolute nonsense.
It is not a surprise to me that they brought Taiclet on during the pandemic. He led AMT through adversity before, and LMT’s positioning during the pandemic is tremendous relative to the rest of the sector, thanks in large part to some strong strategic moves and good investments by current and past leadership. I think that Taiclet is the right CEO for the job.
In addition to the new CEO, the new Secretary of Defense, Secretary Lloyd Austin, has strong ties to the defense sector. He was formerly a board member for RTX. He is absolutely above reproach, and a true leader of character, but I bring this up not to suggest that he will inappropriately serve in the best interest of defense contractors, but to suggest that he speaks the language of these companies effectively. I do not anticipate that the current administration poses as significant of a risk to the defense sector as many analysts seem to believe. This will be expanded in the headwinds section below.
SPACE Cathie Wood and the ARK Invest team brought a lot of attention to the space sector when the ARKX, The ARK Space Exploration ETF, Form N-1A was officially filed through the SEC. More recently, ARK Invest published their Big Ideas 2021 Annual Report and dedicated an entire 7-page chapter to Orbital Aerospace, a new disruptive innovation platform that the ARK Team is investigating. This may have helped energize wall street to re-look their portfolios and their investments in space technology, but it was certainly not the first catalyst that pushed the defense industry in the direction of winning the
new space race.
In June 2018, then President Trump announced at the annual National Space Council that “it is not enough to merely have an American presence in space, we must have American dominance in space. So important. Therefore, I am hereby directing the Department of Defense (DoD) and Pentagon to immediately begin the process necessary to establish a Space Force as the sixth branch of the Armed Forces". Historically, Department of Defense space assets were under the control of the Air Force. By creating a separate branch of service for the United States Space Force (USSF), the DoD would allocate a Chairman of Space Operations on the Joint Chiefs of Staff and clearly define the budget for space operations dedicated directly to the USSF. At present, this budget is funneled from the USAF’s budget. The process was formalized in December of 2019, and the DoD has appropriated ~$15B to the USSF in their first full year of existence according to the FY21 budget.
Among the 77 spacecraft that are controlled by the USSF, 29 of them are Lockheed Martin GPS satellites, 6 of them are Lockheed Martin Space-Based Infrared Systems (SBIRS), and LMT had a hand in creating and/or manufacturing for several of the other USSF efforts. The Next Generation Overhead Persistent Infrared Missile Warning Satellites (also known as Next-Gen OPIR) were contracted out to both Northrup Grumman (Ticker: NOC) and LMT. LMT’s contract is currently set at $4.9B, NOC’s contract is set at $2.37B.
Tangentially related to the discussion of space is the discussion of hypersonic glide vehicles (HGVs). HGVs have exoatmospheric and atmospheric implications, but I think that their technology is extremely important to driving margins down for both space exploration and terrestrial point-to-point travel. LMT is leading the charge for military HGV research. They hold contracts with the Navy, Air Force, and Army to develop HGVs and hypersonic precision fires. The priority for HGV technology accelerated significantly when Russia launched their Avangard HGV in December of 2019. Improving the technology for HGVs is a critical next-step in maintaining US hegemony, but also maintaining leadership in both terrestrial and exoatmospheric travel.
LARGE SCALE COMBAT OPERATIONS (LSCO) The DoD transitioning to Large-Scale Combat Operations (LSCO) as the military’s strategic focus. This is a move away from an emphasis on Counter-Insurgency operations. LSCO requires effective multi-domain operations (MDO), which means effective and integrated strategies regarding land, sea, air, space, and cyberspace. To have effective MDO, the DoD is seeking systems that both expand capabilities against peer threats and increase the ability to track enemy units and communicate internally. This requires a modernizing military strategy that relies heavily on air, missile, and sensor modernization. Put simply, the DoD has decided to start preparing for peer or near-peer adversaries (China, Russia, Iran, North Korea) rather than insurgencies. For this reason, I believe that increased Chinese and Russian tensions are, unfortunate as it may be, a boon to the defense industry. This is particularly true in the missiles/fires and space industry, as peer-to-peer conflicts are won by leveraging technological advantages.
There are too many projects to cover in detail, but some important military technologies that LMT is focusing on to support LSCO include directed energy weapons (lasers) to address enemy drone technology, machine learning / artificial intelligence (most applications fall under LMT’s classified budget, but it is easy to imagine the applications of AI in a military context), and 5G to increase battlefield connectivity. These projects are all nested within the DoD’s LSCO strategy, and position LMT as the leader in emergent military tech. NOC is the other major contractor making a heavy push in the modernization direction, but winners win, and I think a better CEO, balance sheet, and larger market cap make LMT the clear winner for aiding the DoD in a transition toward LSCO.
SECTOR COMPARISON (BACKLOG) The discussion of LSCO transitions well into the discussion of defense contractor backlogs. Massive defense contracts are not filled overnight, so examining order backlogs is a relatively reliable way to gauge the interest of the DoD in a defense contractor’s existing or emerging products. For my sector comparison, I am using the top 6 holdings of the iShares U.S. Aerospace & Defense ETF (Ticker: ITA). I hate this ETF, and ETFs like it (DFEN) because of their massively outsized exposure to aerospace, and undersized allocation to companies like LMT. LMT is only 18% smaller than Boeing (Ticker: BA) but is only 30.4% of the exposure of BA (18.46% of the fund is BA, only 5.62% of the fund is LMT). Funds of this category are just BA / RTX hacks. I suggest building your own pie on a site like M1 Finance (although they are implicated in the trade restriction BS… please be advised of that… hoping other brokerages that are above board will offer similar UIs like the pie design… just wanted to be clear there) if you are interested in the defense sector.
The top 6 holdings of ITA are:
Boeing Company (Ticker: BA, MKT CAP $110B) at 18.46%
Raytheon Technologies (Ticker: RTX, MKT CAP $101B) at 17.84%
Lockheed Martin (Ticker: LMT, MKT CAP $90B) at 5.62%
General Dynamics Corporation (Ticker: GD, MKT CAP $42B) 4.78%
Teledyne Technologies Incorporated (Ticker: TDY, MKT CAP $13B) at 4.74%
Northrop Grumman Corporation (Ticker: NOC, MKT CAP $48B) at 4.64%
As a brief aside, please look at the breakdowns of ETFs before buying them. The fact that ITA has more exposure to TDY than NOC and L3Harris is wild. Make sector ETFs balanced how you want them to be balanced and it will be more engaging, and you will likely outperform. I digress.
Backlogs for defense companies can easily be pulled from their quarterly reports. Here are the current backlogs in the same order as before, followed by a percentage of their backlog to their current market cap. All numbers are pulled from January earning reports unless otherwise noted with an * because they are still pending.
Boeing Company backlog (Commercial: $282B, Defense: $61B, Foreign Military Sales (FMS, categorized by BA as ‘Global’): 21B, Total Backlog 364B): BA’s backlog to market cap is a ratio of 3.32, which is strong, but most of that backlog comes from the commercial, not the defense side. Airlines have been getting decimated, I am personally not interested in having much of my backlog exposed to commercial pressures when trying to invest in a defense play. Without commercial exposure, their defense only backlog ratio is .748. This is extremely low. I understand that this does not do BA justice, but I am keying in on defense exposure, and I am left thoroughly unsatisfied by that ratio. Also, we have seen several canceled contracts already on the commercial side.
Raytheon Technologies backlog (Defense backlog for all 4 subdivisions: 67.3B): Raytheon only published a defense backlog in this quarter’s report. That is further evidence to me that the commercial aerospace side of the house is getting hammered. They have a relatively week backlog to market cap as well, putting them at a ratio of .664, worse off than the BA defense backlog.
Lockheed Martin backlog (Total Backlog: $147B): This backlog blows our first two defense backlogs out of the water with a current market cap to backlog ratio of 1.63.
General Dynamics Corporation backlog (Total Backlog: $89.5B, $11.6B is primarily business jets, but it is difficult to determine how much of their aerospace business is commercial): Solid 2.13 ratio, still great 1.85 if you do not consider their aerospace business. The curveball here for me is that GD published a consolidated operating profit of $4.1B including commercial aerospace, whereas LMT published a consolidated operating profit of $9.1B. This makes the LMT ratio of profit/market cap slightly in favor of LMT without accounting for the GD commercial aerospace exposure. This research surprised me; I may like GD more than I originally assumed I would. Still prefer LMT.
Teledyne Technologies Incorporated backlog (Found in the earnings transcript, $1.7B): This stock is not quite in the same league as the other major contractors. This is an odd curveball that a lot of the defense ETFs seem to have too much exposure to. They have a weak backlog, but they are a smaller growing company. I am not interested in this at all. It has a backlog ratio of .129.
Northrop Grumman Corporation backlog ($81B): Strong numbers here. I see NOC and LMT as the two front-runners in the defense sector. I like LMT more because I like their exposure to AI, 5G, and HGVs more than NOC, but I think this is a great alternative to LMT if you like the defense sector. Has a ratio of 1.69, slightly edging out LMT on this metric. LMT edges out NOC on margins by ~.9%, though, which has significant implications when considering the depth of the LMT backlog.
The winners here are LMT, GD, and NOC. BA is attractive if you think anyone will have enough money to buy new planes. BA and RTX are both getting hammered by commercial aerospace exposure right now and are much more positioned as recovery plays. That said, LMT and NOC both make money now, and will regardless of the impact of the pandemic. LMT is growing at a slightly faster rate than NOC. Both are profit machines, but I like LMT’s product portfolio and leadership a lot more.
FREE CASH FLOW Despite the pandemic, LMT had the free cash flow to be able to pay a $2.60 per share dividend. This maintains their ~3% yearly dividend rate. They had a free cash flow of $6.4B. They spent $3.9 of that in share repurchases and dividend payouts. That leaves 40% of that cash to continue to strengthen one of the most stalwart balance sheets outside of big tech on the street. Having this free cash flow allowed them to purchase Aerojet Rocketdyne for $4.4B in December. They seem flexible and willing to expand and take advantage of their relative position during the pandemic. This is a stock that has little downside risk and significant upside potential. It is always reassuring to me to know that at the end of the day, a company is using its profit to continue to grow.
HEADWINDS New Administration – This is more of an unknown than a headwind. The Obama Administration was not light on military spending, and the newly appointed SecDef is unlikely to shy away from modernizing the force. Military defense budgets may get lost in the political shuffle, but nothing right now suggests that defense budgets are on the chopping block.
Macroeconomic pressure – The markets are tumultuous in the wake of GME. Hedgies are shaking in their boots, and scared money weighed on markets the past week. If scared money continues to exert pressure on the broader equity markets, all boomer stocks are likely weighed down by slumping markets.
Non-meme Status – The stocks that are impervious to macroeconomic pressures in the above paragraph are the stonks that we, the people, have decided to support. From GME to IPOE, there is a slew of stonks that are watching and laughing from the green zone as the broader markets slip deeper into the red zone. Unless sentiment about LMT changes, I see no evidence that LMT will remain unaffected by a broader economic downturn (despite showing growth YoY during a pandemic).
TAILWINDS Aerojet Rocketdyne to the Moon – Cathie Wood opened up a $39mil position in LMT a few weeks ago, and this was near the announcement of ARKX. The big ideas 2021 article focuses heavily on satellite technology, deep learning, and HGVs. I think that the AR acquisition suggests that vertical integration is a priority for LMT. They even fielded a question in their earnings call about whether they were concerned about being perceived as a monopoly. Their answer was spot on—the USFG and DoD have a vested interest in the success of defense companies. Why would they discourage a defense contractor from vertical integration to optimize margins?
International Tensions – SolarWinds has escalated US-Russia tensions. President Biden wants to look tough on China. LSCO is a DoD-wide priority.
5G.Mil – We still do not have a lot of fidelity on what this looks like, but the military would benefit in a lot of ways if we had world-wide access to the rapid transfer of encrypted data. Many units still rely on Vietnam-era technology signal technology with abysmal data rates. There are a lot of implications if the code can be cracked to win a DoD 5G contract.
TRADE IDEAS Price Target: LMT is currently at a P/E of ~14. Verizon has roughly the same. LMT’s 5-year P/E ratio average is ~17. NOC is currently at a P/E of ~20. TSLA has a P/E Ratio of 1339 (disappointingly not 1337). P/E is a useless metric because no one seems to care about it. My point is that LMT makes a lot of money, and other companies that are valued at much higher multiples do not make any money at all. LMT’s P/E ratio is that of a boomer stock that has no growth potential. LMT’s P/E is exactly in line with the Aerospace and Defense Industry P/E ratio standard. LMT’s new CEO is pushing the industry in a new direction. I will arbitrarily choose a P/E ratio of 30, because it is half of the software industry average, and it is a nice round number. Plus, stock values are speculative and nonsense anyway.
Share price today: $321.82
Share price based on LMT average 5-year P/E: $384.08 (I see this as a short term PT, reversion to the mean)
Share price with a P/E of 30: $690.26
Buy and Hold: Simple. Doesn’t take much thought. Come back in a year or two and be happy with your tendies (and a few dividends to boot).
LEAPS Call Debit Spread (Based on last trade prices): Buy $375 C 20 JAN 23 for $26.5, Sell $450 C 20 JAN 23 for $12. Total Cost $14.5 for a spread width of $75. Max gain 517% per spread. Higher risk strategy.
LEAPS: Buy $500 C 20 JAN 23 for $7.20. Very high-risk strat. If the price target is hit within two years, these would be in the money $183 per contract for a gain of 2500%. This is the casino strat.
SOURCES https://www.lockheedmartin.com/en-us/news/features/2020/james-taiclet-from-military-pilot-to-successful-ceo.html https://www.warren.senate.gov/newsroom/press-releases/in-response-to-senator-warrens-questions-secretary-of-defense-nominee-general-lloyd-austin-commits-to-recusing-himself-from-raytheon-decisions-for-four-years https://news.lockheedmartin.com/2019-08-30-Lockheed-Martins-Expertise-in-Hypersonic-Flight-Wins-New-Army-Work https://www.lockheedmartin.com/en-us/capabilities/hypersonics.html https://research.ark-invest.com/hubfs/1_Download_Files_ARK-Invest/White_Papers/ARK%E2%80%93Invest_BigIdeas_2021.pdf?hsCtaTracking=4e1a031b-7ed7-4fb2-929c-072267eda5fc%7Cee55057a-bc7b-441e-8b96-452ec1efe34c https://www.deseret.com/2018/6/19/20647309/twitter-reacts-to-trump-s-call-for-a-space-force https://comptroller.defense.gov/Portals/45/Documents/defbudget/fy2021/fy2021_Budget_Request_Overview_Book.pdf https://www.airforcemag.com/lockheed-receives-up-to-4-9-billion-for-next-gen-opir-satellites/ https://spacenews.com/northrop-grumman-gets-2-3-billion-space-force-contract-to-develop-missile-warning-satellites/ https://www.lockheedmartin.com/en-us/capabilities/directed-energy/laser-weapon-systems.html https://emerj.com/ai-sector-overviews/lockheed-martins-ai-applications-for-the-military/ https://www.defenseone.com/business/2020/07/new-ceo-wants-lockheed-become-5g-playe167072/ https://www.wsj.com/articles/defense-firms-expect-higher-spending-11548783988 https://www.etf.com/ITA#efficiency https://s2.q4cdn.com/661678649/files/doc_financials/2020/q4/4Q20-Presentation.pdf https://investors.rtx.com/static-files/dfd94ff7-4cca-4540-bc4b-4e3ba92fc646 https://investors.lockheedmartin.com/static-files/64e5aa03-9023-423a-8908-2aae8c7015ac https://s22.q4cdn.com/891946778/files/doc_financials/2020/q4/GD_4Q20_Earnings_Highlights-Outlook-Final.pdf https://www.fool.com/earnings/call-transcripts/2021/01/27/teledyne-technologies-inc-tdy-q4-2020-earnings-cal/ https://investor.northropgrumman.com/static-files/6e6e117f-f656-4c68-ba7f-3dc53c2dd13a My favourite decks from the past year
Playing cards make the ideal gift, particularly the many beautiful custom decks available nowadays. Almost everyone can use a deck of cards at some point, so they have an instant and universal appeal, especially if a deck has some customized artwork and is packaged in an appealing tuck box.
In this list I want to focus on some of my favourite decks that have come out in the past year 2020. This year has been a challenging year for many of us in light of the coronavirus that has swept across the world. But in the middle of all this darkness, there have also been some bright spots, which include the brand new crop of custom decks that have appeared in the marketplace.
The suggestions I'm making are very much a matter of personal choice, and other playing card enthusiasts might make other choices. I haven't seen each and every deck that hit the market in the past year, and there are undoubtedly plenty of other worthy decks that qualify for a list like this. I've also not included any decks that have haven't yet been produced, even if they have been crowdfunded. This list strictly covers decks that you should be able to obtain from online retailers and resellers. I've also not included so-called "hype decks" that sell out almost immediately at the publisher level (e.g. Fontaines), but only those that enter retail channels and are more widely and readily available.
I've also included links to where you find them at
PlayingCardDecks so that you can see images of the tuck boxes and cards for each item, and because they're the retailer I personally buy playing cards from the most. But you should be able to find these decks at most online retailers.
Popular Series
Several series of playing cards have become brands of their own, and achieved nearly cult status from collectors. This past year has seen some great additions to the line-ups from popular series that include big names like Jerry's Nuggets, Cherry Casino, and NOC.
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Jerry's Nugget Aqua Playing Cards - Jerry's Nuggets are a modern icon in the world of playing cards, due to the cult status of this deck, which was praised by cardists around the world. It was originally printed in the early 1970s, and was so much in demand in recent decades that copies fetched over $500 in the secondary market. A very successful reprinting of the original blue and red decks happened in 2019, and in the past year we've seen multiple reprints in different colours. Among my favourites in this series are the bright colours like orange, yellow, and green, which have all appeared in the past year. But there's also something for those who prefer a more muted look, such as steel and black.
For more in this series, see Jerry's Nugget decks.
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Cherry Casino Tropicana Teal Playing Cards - The Cherry Casino decks capture a retro vibe, and are a throwback to the old fruit machines from gambling halls, with their distinctive cherry artwork. For me the real appeal of this series lies in the gorgeous card backs, which have a metallic sheen making them feel instantly different from all other decks. The face cards are all quite standard, so that makes them ideal for card games or card magic. Multiple new colours continue to appear in this series, such as
Flamingo Quartz Pink, and most recently
McCarran Silver.
For more in this series, see Cherry Casino decks .
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NOC 3000X2 Purple Playing Cards - The acronym NOC originally stood for Nothing Only Colour, and in line with this the initial decks in this series were all very minimalist. Many people like to collect and use the NOC decks, and over time the series has evolved somewhat. The most recent releases show some new splashes of creativity, and with the NOC 3000X2 deck we travel into the future, past the year 3000. Vibrant purples and pinks inhabit the landscape of the cards, for a very modern and flashy look that is particularly well suited to cardistry. This particular deck is also available in a matching
pink version.
For more in this series, see NOC decks.
Popular Brands
There are several big brands that you can count on for quality, and this year was no exception, with big companies like Theory11, Ellusionist, and Art of Play all continuing to contribute wonderful playing cards to the market.
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James Bond 007 Playing Cards - When it comes to glamorous tuck boxes, it doesn't get much better than the luxury of playing card producer Theory11. This wonderful deck is a tribute to agent 007, James Bond. I collect most of the Theory11 decks, and this one is particularly terrific, with a supreme tuck box, and Bond-inspired paraphernalia on the court cards and on the card back. Close observers will find many Bond gadgets and more. Theory11 have put out several stylish releases in the past year, another one being the
Hollywood Roosevelt deck.
For more, see Theory11 decks.
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Shadow Masters Legacy v2 Playing Cards - One of the companies at the forefront of the custom playing cards movement was Ellusionist and their
Black Tiger deck continues to be a modern icon. While they've since been overshadowed by the many custom decks produced in the crowd-funding era over the past decade, they continue to produce some memorable decks from time to time that are worth picking up. The Shadow Masters Legacy v2 is a black deck in the classic Ellusionist style, and represents the kind of thing that made them great to begin with. A jet black background is the chief feature of this deck, and the red and white used for the artwork and pips stands out beautifully against the inky black. This deck compares favourably with any other deck from the modern era.
For more, see Ellusionist decks.
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Yellow Wheel Playing Cards - The brand Art of Play is the home of influential cardists Dan and Dave Buck. Their
Red & Blue Wheel decks are among my all-time favourite decks, with gorgeous metallic inks as part of a split-pip design. The Yellow Wheel deck is their latest entry in the Wheel series, that retains the original card backs but now in yellow. But the highlight is the card faces, with the split pips employing a stunning metallic silver that complements the cards beautifully. This is a completely custom deck that is certain to impress anyone who sees it. Art of Play produces many new decks each year, and their
Henry & Sally deck is a fun novelty release also worth checking out.
For more, see Art of Play decks.
Popular Designers
They are a very select group, but there are some notable designers in the playing card industry who have developed a real name for themselves, have generated a large following of loyal fans, and continue to produce high quality custom decks on a regular basis.
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Italia Radiosa Playing Cards - Italian designer
Giovanni Meroni is the man behind
Thirdway Industries, and his playing cards are in high demand from collectors around the world. His signature style is immediately recognizable in each of his decks, and this one is no exception. Along with its companion
Italia Segreta, it's themed around the wonders and secrets of Italy. The unique court cards are the real highlight, showcasing Giovanni's usual creativity and style. The number cards are also fully custom. These are the kinds of decks that will hold their value well in years to come. If you want even more vibrant colours, check out
Modern Idols, from the same creator.
For more, see Giovanni Meroni decks.
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Postage Paid Playing Cards - Behind the brand
Kings Wild Project is
Jackson Robinson, who is one of the few professional designers that actually makes a living out of designing playing cards. This deck was inspired by the idea of playing cards functioning as postcards, each with its own stamp and post paid stamp. All 50 US states are represented on different cards, and everything about this deck is fully customized. This deck was produced in only limited numbers, so it will be out of stock in most places. But if you're quick, you can still grab Jackson Robinson's
General Admission deck, which applies a similar concept to tickets, with each card representing a vintage ticket stub from the early 20th century.
For more, see Jackson Robinson decks.
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Kodiak Playing Cards - From popular designer
Jody Eklund and his
Black Ink Playing Cards Company, comes this delightful deck of playing cards that is geared to the poker player and collector. The cards have a very classic look, but offer a fresh take on the designs of the court cards and pips. Jody is highly respected for his approach to graphic design, and these cards will prove an excellent choice if you like playing card games, and want to bring something stylish and attractive to the table.
For more, see Jody Eklund decks.
Magician Decks
Most magicians can perform their magic with any deck, but typically they prefer to do card magic with a deck where novelty and customization are minimal, so as not to distract from their magic. These decks are well suited to performing magic, and contain bonus gaff cards or other secrets that enable them to produce miracles not possible with ordinary decks.
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Card College Playing Cards - These decks are a tribute to the most outstanding modern teacher of the fundamentals of card magic, Roberto Giobbi. Mr Giobbi is the author of
Card College, a series of best-selling books which are the modern gold standard for learning card magic. Available in red and blue, these decks are simple and practical for the working magician, and as a bonus each contains two double backer gaff cards. If you want more luxury, check out the stunning
Luxury 3 Deck Set, which has even more stylish cards, individually numbered tuck boxes with unique origami style features, packaged in an attractive acrylic box - the ideal collectible or gift for magicians.
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Remedies Royal Blue Playing Cards - The Remedies decks come from popular creators Daniel Madison and Daniel Schneider, and this is a successor to the Remedies Scarlet Red deck. Many collectors love the Black Roses brand of playing cards, and collect whatever they produce. This blue Remedies deck has a classic and minimalist look with bold blue card backs, and is very functional and practical. The inclusion of a special Angle Zero gaff makes it ideal for magicians.
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DMC Elites Red v5 Playing Cards - Of all the marked decks I own, the DMC Elites is easily my first choice whenever I want a marked deck with cards that can be easily read from a distance, due to the clever and yet almost invisible marking system it uses. This deck has previously been released in several different colours, and now incorporates Tamariz's Mnemonica stack. All you need is the deck, but there is a terrific
Passport book available separately, which will give you some great ideas for routines you can pull off with this great marked deck.
For more, see Marked decks.
Cardistry Decks
Card flourishing has really boomed in recent years, and especially shines when cardists use a deck that has colourful and striking patterns optimized for cardistry, that enhance the visual aesthetics of cards in motion, as these decks show.
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Neon Orange Cardistry Playing Cards - This deck represents Bicycle's attempt to meet a demand for a relatively low-cost deck geared towards card flourishing. The card backs have a geometric design, and the faces are all identical and completely non-standard, showcasing the latest evolution in playing cards optimized entirely for cardistry. Bright colours ensure that the cards look visually appealing in fans, spreads, and flourishing moves. Alongside this vibrant orange deck is its blue companion, the
Neon Blue Aurora deck.
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Autumn Circle Cardistry Playing Cards - Tally Ho is a classic brand that USPCC has been producing for a long time. The circle back design of the typical Tally Ho deck has become iconic, and is especially appreciated by those who enjoy card flourishing. Each year the folks at Bicycle produce some in-house decks for special occasions, and the Autumn Circle Back deck is a lovely result. The colours capture the warmth and glow of autumn leaves and the mood of harvest time, while the pattern on the card backs is perfect for cardistry.
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ArrowDynamix Cardistry Playing Cards - Given the high volume of cardistry decks appearing all the time, it can be difficult to come up with something completely original, but this minimalist deck has accomplished exactly that. Each card features a giant vertical arrow on the card backs, and a giant horizontal arrow on the faces. With carefully choreographed sequences and moves, you can create truly unique patterns and effects that you simply can't achieve with any other cardistry deck.
Animal-themed Decks
Do you love animals, or do you have an animal lover in your life? There are a lot of wonderful custom decks that are tributes to our four legged friends, or depict some of our favourite creatures.
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Woof and Whiskers Dog Playing Cards - The real appeal of this deck is the cute tuck box, which has cardboard ears that fold up, to complete the look of the friendly dog on the front of the box. I would have liked to see some more customization with the number cards, but it's still a very charming deck, with delightful custom artwork on the court cards and aces. This is one of two Zoo 52 decks, so if you like the Dog deck, you'll also want to pick up the
Playful Paws Cat deck, which is equally cute.
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Aviary Playing Cards - There are a lot of independent creators that produce Bicycle branded playing cards with the help of industry giant USPCC, but this big name producer also releases its own in-house decks. This is my favourite of their four newest releases that hit the market at the end of 2020, and is a very classy looking deck with artwork inspired by a traditional look, but with adjustments to give it a custom feel, and the presence of several birds carefully positioned throughout the deck. Of the four new releases from Bicycle, the
Sea King deck is also proving to be very popular.
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King of Tigers Playing Cards - If you're looking for a deck with bling, this is it. The card backs have a borderless tiger skin pattern, which has been printed with some of the latest technology that makes use of foil for a truly eye-catching look. The tuck box is even more glamorous. While the court cards are clearly inspired by traditional courts, the Jokers bring back the tiger theme strongly, and the tiger skin look recurs throughout the deck.
Food-themed Decks
Recent years have seen some wonderful novelty decks themed around different kinds of food. These are always a great way to whet your appetite for a card game, or to show off to family or friends, and have proved a real hit with collectors.
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Squeezers V3 Playing Cards - Good luck getting your hands on decks from this extremely popular series from Organic Playing Cards, because they sell out quickly. These fruit inspired decks have delightful tuck boxes, and this grapefruit themed deck even comes in a tuck box that looks like a juice box, and is actually scented like grapefruit. The cards themselves are quite practical, but add humorous grapefruit themed elements to the court cards, and new bold colours. OPC's 2020 releases also included the watermelon-themed Carvers deck, while their current release sees the brand go in a slightly new direction with the corn-themed Shuckers.
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Noodlers Chicken Playing Cards - If you like the concept behind the Organic Playing Cards series, you'll probably also enjoy this deck, which has a similarly styled tuck box to the Squeezers decks, but represents a packet of ramen noodles. The orange colour on the card backs and pips has also been inspired by the noodles theme. The artwork on the court cards has a quaint and cute style, with each character depicted in a light hearted style quite different from standard courts, and all holding a bowl of noodles. For a final laugh, the Jokers provide us with the necessary packet of "chicken seasoning" to add to our noodles.
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Citrus Playing Cards - Created by Flaminko, the Deliciousness series has been somewhat overshadowed by the more successful fruit inspired cards from Organic Playing Cards. But I love the Flaminko decks, because they apply customization to all elements of the cards, including the pips. This novelty deck is well suited for card flourishing, card games, and collectors, and cleverly captures all that is juicy and wonderful about citrus fruit.
Music-themed Decks
Music is another evergreen theme, and there's a solid range of lovely decks for the music lover, whether your taste is classical or more contemporary rock-and-roll.
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Composers Mozart Playing Cards - This deck is part of a series that also includes other composers like
Bach. These decks are true collector pieces, and make a wonderful tribute to some of the greatest composers of all time. The tuck boxes have a very classical look, and metallic ink enhances the gorgeous card backs. Meanwhile completely custom artwork on the faces emphasizes a vintage and classical feel. They are great for music lovers and collectors, but if classical music isn't your thing, then check out the
Rock and Roll deck.
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Piano Player Playing Cards - If the piano is your instrument of choice, this is a deck for you. The creative tuck box is available in two styles, one with two black keys and the other with three black keys, which means you can place two decks alongside each other to create a larger keyboard. Fully custom characters inhabit the court cards, with the keyboard motif returning in the details of the artwork. Small touches like this really make this creative deck a thing of unique beauty.
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Soundboards v3 Midnight Playing Cards - Remember the old walk-man cassette players? In the 1980s these revolutionary electronic devices were among the first to make your personal music collection portable. The Soundboards deck replicates the look of a classic walk-man, and the Jokers complete the look by bringing the cassette tape look into the box. This Midnight edition has a dark look, so you might also want to consider the
red deck if you prefer a more traditional colour.
Fiction & Film themed Decks
Most of us love a good story, whether it's in the pages of a novel or on our screens. Here are some great custom decks that are loving tributes to some of the best from the worlds of fiction and film.
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Jane Austen Playing Cards - Fans of the classic novel will appreciate the loving treatment that Jane Austen's famous novels have received in this delightful tribute from the Art of Play label. Each suit represents a different novel, with the court cards featuring the lead characters in the story. The design of the characters is inspired by period costumes and reflects the fashions from the time in which the stories are set. The classy tuck case ensures that everything is nicely packaged and well presented.
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Star Wars Playing Cards - Theory11 achieved a real coup by acquiring the rights to bring the Star Wars brand to playing cards. They were the perfect company to ensure that the result was a classy deck that did justice to the world of the films. This pair of Light Side and Dark Side decks begins with a top quality and highly attractive tuck case, as we've come to expect from Theory11. The court cards all feature different characters from the movies, and the design is the perfect blend of customization and playability, making this a practical deck you can bring out for your favourite card game, or to give to the Star Wars fan in your life. A similar
pair of decks was produced later in the year in White and Black.
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King Arthur Playing Cards - The result of a collaboration between Riffle Shuffle and Studio Muti, this pair of red and green decks tell the story of the famous Arthurian legend. For me it's a personal and nostalgic childhood favourite, in light of the adventure and imagination it evokes. But as impressive as these decks are, they pale besides the
King Arthur Gold deck, which has gold metallic ink on the faces, and gold foil on the card backs, for a truly extravagant look. Inside and out, this is a stunning tribute to a timeless classic from the world of fiction.
Space-themed Decks
So I cheated. I already have a section devoted to cardistry, so I figured I'd sneak in a second category, by including some cardistry decks that all have a space theme. These decks all feature colourful visuals that work well for flourishing, but can also be enjoyed by collectors who appreciate their vibrant colours and exuberant designs.
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Solokid Constellation Playing Cards - This set of twelve decks captures the twelve different star signs. It was produced by
Bocopo, a company well known for producing colourful custom decks that appeal especially to cardists and collectors. These decks are typical Bocopo offerings, with evocative colours that are unique to each different deck, to help capture a different feeling for each and every constellation. If you like vibrant colour, you'll certainly find something to enjoy here.
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Stargazer New Moon Playing Cards - Several different decks have now appeared in the
Stargazer series, but the recent New Moon deck is probably my favourite. The circular moon that appears on all the card backs makes it an ideal deck for card flourishing moves like spins and twirls. The face cards have some truly vibrant colours, and capture well the feel of a night sky bursting with colour and life.
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Sirius B v3 Playing Cards - I fell in love with the style of the original Sirius B deck, so this third edition was always going to win me over. The court cards consist of a blur of colours that look like paints mixed together, and this style has also been applied to the pips. The colours are the real appeal here, and the signature design of the card backs also looks very nice in card flourishes.
Transformation Decks
I personally adore transformation cards, and consider them to be one of the most fascinating and memorable types of playing cards there is. The idea is that you take the pips and incorporate them into a larger picture that forms a unique work of art, for each and every card in the deck.
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Cotta's Almanac #1 Reproduction Playing Cards - This historic deck was first created in 1805 by J.C. Cotta, and was the very first of its kind. Themed on the "Joan of Arc" play by Schiller, the beauty and creativity of these cards will still win over collectors today. Lovingly produced in a high quality modern edition, this recreation is the first of the entire series of Cotta transformation decks that is being reproduced by PCD.
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5th Kingdom Playing Cards - This deck is possibly my favourite original release from PCD in the past year. It is an outstanding example of the creativity and originality of a semi-transformation deck, where the pips have been cleverly incorporated into the artwork. Each suit represents a different culture, turning each individual card into a work of art that can be admired and enjoyed.
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Pack of Dogs V2 Playing Cards - This transformation deck is the work of John Littleboy, who has produced a number of such decks in his inimitable style, including Pack of Dogs, Kitten Club, Mermaid Queen, and Bag of Bones. The number cards are my favourites, and in this deck each of these represents a larger art piece with a dog. Each suit has a progressive image, so they don't feel totally unique from each other. It's more like a series of consecutive snapshots, and you can use flip animation to tell the story. Littleboy's
Kitten Club V2 deck applies a similar concept to cats.
In-House Decks
PlayingCardDecks doesn't just sell playing cards, but Will Roya also uses his wealth of experience to team up with designers and graphic artists to produce high quality custom decks under the PCD label. Here are some great custom decks that were published in-house over the course of 2020.
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Astronaut Playing Cards - This novelty deck is a delightful creation that will please anyone who has an interest in space and space travel, in light of its unique theme. The Kings are all depicted as astronauts, while the Queens and Jacks represent space travellers. The card backs have a futuristic look with neon lights, and this look carries over to the number cards, which are highly customized with unique red and blue pips.
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Beekeeper Playing Cards - There are plenty of bee themed playing cards already on the market, but the artwork style gives this one a truly unique feel. Two decks were produced, one with light card backs and the other with dark card backs. This is a great novelty deck for the collector, because there's especially some delightful creativity to be found with the bee-inspired pips, and the detailed custom artwork on the court cards.
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Testament Classic Playing Cards - This is a Biblical themed deck created by artist Ben Green. It's intended as an art deck, with the images on the cards depicting Biblical characters from well-known narratives. Representing a dual love for playing cards and a love for Bible-inspired art, this deck will especially appeal to the collector.
Out-of-the-Ordinary Decks
I'm a sucker for highly unusual decks with a high degree of novelty, and even though these are not ones I'd typically use for playing card games, they have very unique features that make them stand out from your average custom deck.
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Starry Night Puzzle Playing Cards - Fancy a deck that doubles as a jigsaw puzzle? This clever deck takes its inspiration from Vincent Van Gogh's famous painting, The Starry Night. The artwork on the card faces is all taken from the painting, and all the cards can be pieced together to make a single giant picture, thus effectively functioning as a large puzzle. Yet each card has clear indices so it's still something you can use for card games too. Definitely unique and out of the ordinary, this set of playing cards is a perfect choice for fans of classic art and paintings.
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Falcon Razors Deluxe Throwing Playing Cards - Rick Smith Jr has made multiple world records in throwing playing cards. His baseball background holds him in good stead, but anybody can learn to throw playing cards if you use the techniques Rick teaches. These throwing cards were a collaboration with legendary flourisher De'vo, and were featured in one of this year's viral videos from Dude Perfect, which featured Rick and his amazing card throwing. The cards are slightly thicker than standard Bicycle stock, to ensure extra durability and performance for card throwing.
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AQUA Invisible Plastic Playing Cards - If you're looking for something completely different, this might hit the mark. This is a ground-breaking deck that is the closest thing to being invisible. All the cards are made out of completely transparent plastic, after which a high gloss transparent printing is applied to selected areas of the cards to produce the designs and pips. So each card is effectively completely transparent, and yet you can see its unique artwork and determine its value and suit. The handling is surprisingly better than you'd expect for a completely plastic deck, and it's certainly something unique.
Other Gift Ideas
Do you want to let your gift recipient make their own decision about what to get, or are you not quite sure what to buy? Here are a couple of special gift ideas that might help out, even if it is to give your family or friends a convenient way to enable you to select your own gift!
Firstly, there's a wide range of
accessories available for playing cards, like card clips, card cases, and more. Alternatively, consider a
gift card, which is available in amounts of $10, $25, $50, $100, and $200. There's also the popular
Pip Box Club, which has been around for over two years. Subscribers get a selection of decks and goodies shipped to them each month, and offers great value with each box.
Boxing Day Sale: Right now you can take advantage of a special sale at PlayingCardDecks, and save $10 off any order over $30 by using the code box20. This coupon is valid from Boxing Day until the end of 2020.
Happy shopping, and happy holidays!
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