Topps Takes 3D Concept to Gridiron

Topps has again teamed up with Total Immersion to create virtual trading cards that come to life on computer screens.

Following the release of a baseball product earlier this year, “Topps 3D Live” football cards feature NFL quarterbacks including Ben Roethlisberger, Tom Brady, Eli and Peyton Manning, Donovan McNabb and others. The concept is an attempt to link traditional trading cards with more sophisticated online entertainment.

Every pack of 2009 Topps football contains one interactive code card. Fans log on to Toppstown, enter the Topps 3D Live section and select the player on the code card. Once the player is selected and the program is initialized on the computer screen, the action begins. When the card is held under a webcam, the quarterback springs to life, onscreen. Fans control the action with a few keystrokes. The football game is played by having the quarterback attempt to pass the ball to receivers while avoiding defenders.

“With 3D Live NFL cards, Topps is continuing to innovate, bringing greater interactivity to game play for fans and collectors alike,” said Steve Grimes, Chief Digital Officer, Topps. “We’re fans of augmented reality, and the quarterback game we’ve developed with Total Immersion is simple, engaging and fun.”

“Marrying football with augmented reality was a natural after the game-changing success of Topps 3D Live baseball cards,” said Bruno Uzzan, CEO and co-founder, Total Immersion. “These cards put fans in the huddle with their favorite NFL quarterback, and demonstrate yet again how augmented reality gets the consumer into the action like nothing else.”

3D Live augmented reality football cards are the newest attraction at Topps Town, an online sports community. The site was unveiled in June 2008 as part of the iconic company’s plans to expand into the digital space.