Clemente’s Corner: Revisiting the 1985-86 7-Eleven Hockey Card Set
The 1985-86 7-Eleven “NHL Collectors’ Series” hockey card set is a distinctive and nostalgic release from the mid-1980s, produced during the start of what we now call the “junk wax era.” Sponsored by the 7-Eleven convenience store chain in Canada, the 25-card promotional set was issued as a limited-time offer, making it a favorite among collectors of oddball and regional hockey issues.
The 7-Eleven set remains a unique and sought-after collectible four decades later, especially among fans of ‘80s hockey cards, regional issues and promotional sets. Its limited distribution and distinctive format have cemented its place in hockey card history. I was able to pick up a complete set at The National Sports Collectors Convention in Chicago earlier this summer.
Each card measures 3 3/8 inches by 2 1/8 inches and is printed on plastic – similar to a credit card – giving these cards a sleek and durable look compared to traditional cardboard issues. The card fronts feature color head-and-shoulder portraits of two NHL players from the same team, set against a black background that creates a dramatic contrast. Beneath each player photo, blue lettering displays the name, position and jersey number, providing a clean, easy-to-read layout.
The reverse side of each card is divided into two framed red boxes. The left-hand box includes the 7-Eleven logo, card number, and the team logo, reinforcing the branding of this exclusive release. The right-hand box contains a brief team history, adding historical information to each card.
This was a mass-market promotion. Cards were often given away or obtained through minimal purchase requirements at 7-Eleven stores.
Lemieux’s Rookie (Credit) Card
What elevates the importance of this set is the inclusion of Pittsburgh Penguins star Mario Lemieux. His 7-Eleven card, shared with Pens’ teammate Mike Bullard, was issued the same season as his Topps and O-Pee-Chee rookie cards. Though not considered his official rookie card, Super Mario’s appearance in this set significantly boosts its appeal among collectors. Lemieux, as we know, would go on to become one of the most iconic players in NHL history.
The set takes on even broader significance given that Lemieux celebrated his 60th birthday earlier this week. Second to just Wayne Gretzky in the 1980s and 1990s, Lemieux didn’t play as many games as The Great One. He never played a full season, playing in 70 or more games in a season on only six occasions during his career. Lemieux was plagued by health problems that limited him to 915 of a possible 1,430 regular season games between the opening of the 1984-85 season and the conclusion of the 2005-06 campaign.
Lemieux, for example, missed the entire 1994-95 season due to Hodgkin’s lymphoma. Despite his lengthy absence, his play remained at a high level upon his return. He won the Hart Trophy and scoring title just a season later.
Looking back, Lemieux’s rookie season was nothing short of spectacular and marked the beginning of a legendary career. Drafted No. 1 overall by the Penguins in the 1984 NHL Entry Draft, Lemieux made an immediate impact. In his very first shift of his first game, he scored a goal on his first shot – foreshadowing the greatness to come.
Throughout the season, Lemieux showcased a rare combination of size, skill and vision. He finished the 1984-85 season with 100 points, including 43 goals and 57 assists in 73 games. Despite playing for a struggling Penguins team, he was a dominant offensive force and brought renewed excitement to the franchise. His performance earned him the Calder Trophy as the league’s Rookie of the Year. Lemieux was also selected to the NHL All-Star Game and named the game’s MVP, further solidifying his superstar status and comparisons to Gretzky.
Why No Wayne?
By the mid-80s, Gretzky’s image was tightly controlled. It could be the reason why he isn’t included in the set. It’s also possible that 7-Eleven couldn’t secure the rights to use his likeness – or that it came at a cost that didn’t align with the budget for a promotional set.
In addition to the 21 team cards, the 7- Eleven set includes cards of the Clarence Campbell Bowl, the Prince of Wales Trophy, and the Stanley Cup.
The details of why Gretzky was not part of the 7-Eleven set are murky, largely lost to time. It should be noted that The Great One was already a major commercial figure at the time, appearing in ad campaigns, so his participation in a regionally distributed promotional set may have conflicted with existing agreements. Instead, the Edmonton Oilers are represented by Paul Coffey and Jari Kurri, both superstars in their own right.
That same year, Gretzky – along with his Oilers teammates – appeared in another oddball set. Gretzky can be found on cards put out by Red Rooster, a Canadian convenience store chain. It’s possibly another reason why Gretzky was not part of the 7-Eleven set. Nonetheless, this remains a great set, one that has been largely forgotten over the years.
Clemente Lisi is a lifelong Rangers fan who first started collecting cards in 1986. He collects both vintage and modern with a focus on rookie cards. Follow him on X/Twitter @ClementeLisi.
Clemente Lisi is a lifelong Rangers fan who first started collecting cards in 1986. He collects both vintage and modern with a focus on rookie cards. Follow him on Twitter @ClementeLisi.
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