It’s been nearly seven years since Topps changed hands, a $385 million deal that put the company in the control of Madison Dearborn Partners and Tornante Company. Much has changed since then and if the company were to be sold again, the discussion would be about much more than cardboard and candy.
The rise of digital products and the continuing concern over the youth market has put a premium on the digital marketplace, where Topps has, in the last couple of years, produced some successful apps based around virtual trading cards. For most of its traditional customer base, the apps don’t even merit a second thought, but among the desirable demographic of 35 and under, they could be one of the most attractive assets Topps owns, if indeed its ownership group is ready to sell for the right price
But to whom?
Panini has apparently plucked the NFLPA trading card license away from their rival, leaving a big hole in the sports card arena unless Topps can muster some desirable products in the football area without it.
Still, Topps has control over MLB and they’ve got a familiar name to generations of fans.
Sarah Pringle, a reporter for The Deal, spoke with several business analysts and others in the corporate sector to get a feel for the company’s attractiveness to potential buyers, and came away with some possible suitors.