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The war in Iraq went well, certainly, from an American military perspective.

But playing cards of the vanquished? Isn't that odd, even a bit cavalier?
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Why not video games, while we're at it?

The "Iraqi Most Wanted" cards started appearing a few weeks ago on CNN and other news networks. After the fall of Saddam Hussein's regime, some leaders invariably were arrested or surrendered.

Now here they were on the TV news - pictured on playing cards.

This would be one bizarre marketing idea.

Except it wasn't one.

Not originally.

"The idea was the Defense Intelligence Agency's idea," said George White, vice president of marketing for the U.S. Playing Card Co., and a native Richmonder. "They produced 200 decks. The original idea was just to give them out to the guys who were patrolling the borders."

In other words: Don't let these guys leave the country, Soldier.

Each card featured a picture, name and title of an Iraqi official. The military says they have already aided in some captures.

The news media picked up on them.

So when Muzahim Sa'b Hassan al-Tikriti was taken into custody, we were told he was air defense force commander.

But we also found out he was the queen of diamonds.

When Tariq Aziz, a former deputy prime minister, gave himself up last week, we learned he was the eight of clubs.

There are 52 different officials in a deck of 55 cards. Saddam Hussein, by the way, is the ace of spades. His two sons are also aces.

Then, too, so are these cards with the public.

They have become big sellers.

The military's 200 paper-type decks presumably aren't available. But online auctions for duplicates brought hundreds of dollars initially. They now sell in the $6 to $10 range.

The military gave U.S. Playing Card a windfall by using a specific jester image for two joker cards. It came from the company's Hoyle deck.

"It is just our good fortune that the military picked our joker image," White said. "Now we're the only ones who can duplicate the originals."

Last week, U.S. Playing Card had an "open tent" sale at its suburban Cincinnati headquarters, selling 20,000 decks and donating $100,000 to charities.

Another company is sharing in the good fortune, too.

GreatUSAFlags, an online business based in Chicago, wanted to sell the cards but found one manufacturer couldn't keep up with demand - or legally make the jokers.

So it got in touch with U.S. Playing Card, got approval and put in an order for 100,000 decks 2 1/2 weeks ago.

That order has been increased six times, to more than 1 million decks, says Ed Jacks, a partner in the online company.

They sell for $5.95 each, with 5 percent going to military-related charities.

News media have been interviewing him constantly.

"It's the Hula Hoop craze all over, the Beanie Baby craze," Jacks says. "Everyone has to have a deck of cards."

"We're not marketing geniuses. We're more lucky than anything else. And there will be an end to this. But if I had a crystal ball, I never thought it would have taken off in the first place."

White agrees.

"It captured the imagination of the American public," White said. "It's the most talked-about consumer product in America today."

"[But] if anybody knew this was going to be huge, then ask them what the stock market will be at the end of the year. The DIA caught lightning in a bottle."

Who would have thought it.

For more on the military cards and Most Wanted list, go to www.centcom.mil and click on "Iraqi Most Wanted." To order, go to www.greatusaflags.com.

Copyright © May 1, 2003. Richmond Times Dispatch.