In case of fire, save Scarlett Johansson


Hopefully, you saw the story this week about Flo Bernstein, the 87-year-old woman who lives on Ridge Drive in the Mountaingate neighborhood of the Sepulveda pass.

She was evacuated early Thursday morning, just after 1 a.m., when she smelled smoke coming into her home. A fire broke out, bringing about 400 firefighters in to fight the blaze, that would grow to about 100 acres near the famed museum as well as close to Mount St. Mary’s College campus, and would close the 405 Freeway for four hours.

Flo had time only to pull on a sweatsuit, grab some shoes and papers sitting on the table, and then do something crazy — she packed four boxes of her son’s baseball cards, which he gave her to keep safe. He’d been evacuated from his home in Porter Ranch after a fire last week broke out.

“I grabbed the cards this morning — that’s why I didn’t get my glasses,” she told the Los Angeles Times reporter.

The value of those cards? Who knows. Probably priceless.

Now the question: Would Flo have tried to save that collection if it had the rookie cards of Scarlett Johansson, Jessica Biel or Christina Ricci?

PopCardz (linked here), the celebrity trading card set issued by an entertainment product companycalled A-List Global Media, is new thing created by Ted Kurie and Christian Troy, who once represented A-listers as an agent at Creative Artists Agency.

“I started going around town to agents, managers, publicists and lawyers that I knew in these artists’ lives,” Troy told the Associated Press. “I pitched it as a simple and great idea, using these movie and TV stars’ likeness to reach a young demographic in a really special way. We were really looking for artists who were credible and popular — but not because of scandal.”

Meaning, no Paris Hilton, Lindsay Lohan or Britney Spears. C’mon, every pack has to have its own Barry Bonds.

Think of the tween stars (Cole and Dylan Sprouse, Ashley Tisdale, Raven-Symone), starlets (Biel, Ricci, Jessica Alba, Megan Fox and Hayden Panettiere) and leading men (Dwayne “The Rock” Johnson, Anton Yelchin, Giovanni Ribisi and Chris Evans).

PopCardz will be sold in stores in five-card packs beginning next month. Proceeds will given to the celebrities’ charities. Each card will have a unique 10-digit access code printed on it that will provide additional online content at

The back of the cards list celebrities’ birth dates, hometowns and mottos as well
as a favorite charity, movie, song, book, place, sport, food — and a secret. “Kath & Kim” actress Selma Blair revealed she wore an eye patch for a year when she was 7 because she was embarrassed about her amblyopia — lazy eye syndrome.

“Tabloids are so prevalent,” said Blair. “I think this is way for kids — or whoever is collecting them — to find something out about their favorite celebrities, and find out really positive things about them.”

Blair admits her concern is how her card will fare among traders once it’s released.

“I’m sure everyone will be like, ‘I’ll give you 20 Selma Blairs for 1 Scarlett Johansson,'” Blair joked.

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