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Thanks for all your suggestions: I have decided to use "3D cards", as it's for a children's marketing "gift", although technically it may not strictly be 3D but just lenticular. The site above gives helpful info. on the subject and has a nice gallery - the effect I meant is the one of the dinosaur in the gallery. Flipz may be a trade mark, not sure, but doesn't seem to be a generic word. There's a difference between holographic and lenticular effects; I think holographic cards are only "shinies" if they have shiny effects as well as a hologram - a.k.a. "foil cards".
Too much info.?!
Thanks luskie - me too, just didn't know the name nor does my young son! Have found they seem to be called flipz, flipz cards or action flipz - lenticular images/lenticular image cards is the less colloquial term