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Henrik Lundqvist is making himself into the face of charitable causes.
The star goalie for the New York Rangers has begun wearing custom, themed game masks that he is auctioning off to support charitable causes. Two years after raising $66,000 by auctioning one of his masks to raise money for Hurricane Sandy relief, the 33-year-old Swede is hoping to raise even more money through his latest campaign, "The Mask."
The project has been made into an MSG television series featuring Lundqvist interviews with John McEnroe, Michael J. Fox, Jeff Gordon, Mario Batali and the FDNY's Rescue 1 Company.
Each guest helped the hockey star design a custom mask that Lundqvist will wear in a game and then auction off.
"It was just fun to sit down with all these different people and talk about their passions and their career and life and then together design a mask," said Lundqvist.
The crown jewel is "The Lundqvist Crystal Hockey Mask," created by designer Don Blanton. It contains more than 16,000 genuine Swarovski crystals and Henrik's crown 30 logo.
Read MoreHow generous are we, really?
"This was my baby, my labor of love," said Blanton, a friend of the hockey star, who spent more than 400 hours hand placing the various sizes of crystals on the mask.
"I'm just so grateful he designed this for me," Lundqvist said. The mask is expected to be the big-ticket item, drawing well over $100,000.
Lundqvist, who has been sidelined for the past four weeks with a vascular injury to his neck, said he's feeling good and is trying to be patient so far as playing again is concerned.
He's recently returned to the ice to skate and practice with low shots. "You realize when you aren't playing how much you love the game and how much you miss it when you can't play," he said.
As for his team the New York Rangers, who are second in their division with a record of 40-17-17, Lundqvist said it's all about peaking at the right time.
"We are very focused right now to push our game to the limit and be well prepared for the playoffs," he said.