New boss Michael Eisner promised to take steps to broaden Topps’ appeal to kids. The first aims to bring card collecting youngsters together online.
The Topps Company has unveiled Topps Town, a new online virtual sports community that it says will "forever change and enhance the way sports cards are collected and traded". Topps Town went live June 1 at 9AM EDT.
Topps Town will bring together the popularity of trading cards with the exploding world of web-based social networking to create the first online sports community for kids. The site integrates the teams and players from the NFL, NBA and Major League Baseball through special licensing agreements with the leagues.
To join Topps Town, collectors will need special code cards found in one of every two packs of 2008 Topps Series #2 baseball cards. Once registered at the site, they will have the opportunity to take the action beyond the pack as they collect; trade and play games online. Topps Town will let children create their own avatars, play sports games and accumulate Topps points which can be spent in the Topps Town Pro-Shop to acquire cool items to personalize their own clubhouse.
“Topps Town was created to meet the demands of today’s youth,” said Eisner. “As the media landscape continues to evolve, Topps is committed to delivering quality online content that will innovate and reinvigorate the trading card industry and help establish this iconic company as a leader in the digital space.”
No material cards or money are used in ToppsTown. Players create an avatar and are assigned their own Clubhouse. Players acquire codes, either through new packs of Topps trading cards, or through promotional avenues such as advertisements, sporting events or food packaging materials. They then enter the codes on the ToppsTown website, where they receive a set amount of virtual cards. These cards will be used to trade, collect and play games.
“Topps Town is a fun and totally unique interactive experience designed specifically for today’s savvy generation of young boys and girls,” said Scott Silverstein, CEO and president of Topps. “This destination website will give kids a common place to share their enthusiasm and excitement for Topps cards, in a new 21st century way.”