A Danish school has banned a popular set of Christmas trading cards linked to TV2’s holiday calendar “Valdes Jul.” The decision comes after disagreements and competition among students over the collectible cards.
Conflicts Over Christmas Cards
The spirit of Christmas in Denmark usually brings warmth and togetherness. Yet this year, it has also sparked tension among students. The nationwide broadcast of TV2’s Christmas series “Valdes Jul – The Winter Miracle” has inspired children to collect and trade themed cards, creating disruptions in some Danish schools.
At Klostermarkskolen in Roskilde, the trading frenzy led to conflicts during breaks. Some students pressured younger classmates to trade or give away cards, and competition over who had the most complete set quickly escalated. Because of that, the school has chosen to ban the cards entirely on school grounds.
According to the principal, the cards were pulling focus away from learning and cooperation. Instead of encouraging shared play, they had turned into a source of tension among students.
Unequal Access Through ‘the Right Stores’
Surprisingly, getting the cards is not as simple as just collecting them. To receive one pack containing three “Valdes Jul” cards, families must spend 100 DKK (about $14) in certain stores. The cards are distributed through Salling Group’s chains—Føtex, Bilka, and BR toy stores. In total, there are 48 cards to complete the collection, meaning that full sets can cost families quite a bit.
The principal at Klostermarkskolen noted that this connection between access to the cards and where parents shop can create social pressure. Some children are left out if their families do not visit the participating stores. That inequality, the school argues, goes against the values it promotes among students.
Other schools across Denmark are dealing with the same issue in various ways. Some allow card trading only on specific days, while others, like Klostermarkskolen, have introduced full bans. The national parent organization “School and Parents” encourages schools to discuss whether restrictions are needed to prevent exclusion or friction among children.
A Tradition of TV Christmas Calendars
“Valdes Jul” follows a young boy named Valde who has special abilities and learns to use them as the guardian of the forest. Beyond the fantasy plot, the show connects strongly with Danish holiday spirit and family Christmas traditions. TV2 has continued this yearly custom of December series for families, just as public broadcaster DR produces its own.
Trading cards tied to these calendars have become part of Danish seasonal culture. Last year’s TV2 series “Tinka” also had collectible cards that stirred similar debate. For many children, collecting and swapping them is a joyful game. Yet, for schools, they can become distractions if competition turns unhealthy.
Salling Group and TV2 Respond
In response to the controversy, Salling Group has stated that the cards are not a profit-driven campaign. The company explained that the trading cards are intended to add a bit of holiday excitement, and sales-related earnings are modest. They also highlighted that Salling Group donates to the Julemærkehjem charity, which supports vulnerable children in Denmark.
TV2 emphasized that collecting the cards is entirely optional. Families can enjoy the full Christmas show even without the cards, which are meant to be just an extra activity for fun and creativity.
A Social Media Phenomenon
Interestingly, the craze has not stayed within schoolyards. Many families join Facebook swap groups, some with thousands of members, where children and parents trade duplicates or buy missing cards. “Valdes Jul 2025 (Buy, Sell, Trade)” is one such group with more than 3,000 members.
While this trading culture connects families around a shared hobby, it also mirrors the concerns faced by schools—the line between playful collecting and competitive behavior can be thin.
In the end, the situation shows that even joyful traditions may need balance. Danish schools, parents, and companies continue to find ways to keep Christmas celebrations filled with fun, fairness, and that unmistakable Danish sense of hygge.
Sources and References
The Danish Dream: Christmas in Denmark: Explaining Danish Christmas Traditions
The Danish Dream: Best Grocery Stores in Denmark for Foreigners
DR: Skole forbyder Valdes Jul-samlekort – det er ikke det, vi vil understøtte som skole
