The MLBPA, Topps and Upper Deck have launched the "Be the MVP" advertising campaign to help introduce more kids to the fun of baseball cards.

The integrated campaign began this week with a 15-second television ad that is being aired on kid-friendly programming such as Nickelodeon and Cartoon Network.

Multiple versions of the television ad that focus on how cards bring home the excitement of baseball are scheduled to be aired through August.

Cards depicting David Ortiz, Derek Jeter, Francisco Rodriguez, Ken Griffey Jr., Ryan Howard and Mark Teixeira are featured in the ad.

In June, an online and in-pack promotion will kick off that gives fans the chance to win a trip to the 2008 All-Star game!

Card enthusiasts can find this game piece inside specially marked packs and boxes of Topps Series 2, Upper Deck Series 2 and Fleer Ultra.

There will be two Grand Prize trips to meet baseball's biggest stars on the field for the 2008 All-Star Home Run Derby at Yankee Stadium in New York. Other prizes include:

-- 5 Xbox 360 video game consoles including Major League Baseball 2K7 video game;
-- 1,800 MLB caps by New Era;
-- 300 Backyard Baseball 2007 video games, and
-- 25 autographed baseballs.

Also, each game piece has a code that entitles the recipient to a free digital download at bbcards.com.