If you read a lot of baseball blogs—not baseball card blogs— but those that are part of the online content network SB Nation, you may have noticed something interesting. Big ads for Topps Archives.
You can see it in McCovey Chronicles, which is all about the San Francisco Giants.
You can read about Rickey Henderson’s career and cards in Lookout Landing
It’s in John Sickels’ Minor League Ball.
We’re guessing there have been—or will be others. We’re also not sure what’s involved in terms of compensation but if you can get past the paid content part, it’s probably good strategy by Topps to reach back for some of those 30 and 40-something folks who collected cards in the ‘80’s and try to turn them into purchasers of Archives, which could conceivably lead to them becoming more regular customers of the company’s products once again.
We wrote last year –several times in fact—that there has been a bit of a hobby revival among that age group. There probably wasn’t a more devoted group of kid collectors in hobby history, even if their motives were often less than pure. Remember, it was the era when rookie card prices changed at the drop of the new Beckett price guide every month. Still, they did love their cards even if most of them aren’t worth what those Reagan-Bush era youngsters paid for them back in the day.
Part of the campaign Topps is using with its banner ads includes the phrases “Stay Young” and “Experience the Fun Again”, a clear attempt to rekindle the collecting fire for those who bought the original cards featured on the 2013 throwback designs Topps is using in Archives.
Topps has also been active in social media, pushing their “Topps Takes You Back” theme, which again is clearly aimed at the nostalgia angle. Remember, nostalgia means different things to different age groups. Grow up in the ‘50s and it’s soda fountains and Mickey Mantle. In the ‘80s, it’s sitcoms and Don Mattingly.
One thing is clear: Topps is heavily investing in Archives as part of its marketing strategy and it’s not necessarily aimed at you.