As Tokens & Icons' sports licensed products continued to grow, Tokens decided to reach out to the National Hockey League to present its unique program to them. The NHL's response was one of immediate interest. During a later in-person meeting at the 2010 Sports Licensing and Tailgate trade show, Dave McCarthy, NHL VP of Hardlines, told Tokens that one rarely sees something that is truly unique in the sports licensing space and that, in fact, Tokens' products are truly unique. By 2011, Tokens was fully licensed and working with the League, the Teams and a couple of NHL approved third party dealers on procuring authentic game used artifacts.