Topps


The Topps Company, Inc. is an American company that manufactures trading cards and other collectibles. Formerly based in New York City, Topps is best known as a leading producer of baseball and other sports and non-sports themed trading cards. Topps also produces cards under the brand names Allen & Ginter and Bowman.
In the 2010s, Topps was the only baseball card manufacturer with a license with Major League Baseball. Following the loss of that license to Fanatics, Inc. in 2022, Fanatics acquired Topps in the same year.

Company history

Beginning and consolidation

Topps was founded in 1938 by four brothers, Abram, Ira, Philip, and Joseph Shorin. The roots of Topps can be traced to American Leaf. Ira, Philip, and Joseph decided to focus on a new product while taking advantage of the company's existing distribution channels. To do this, they relaunched the company as Topps, with the name meant to indicate that it would be "tops" in its field. The chosen field was the manufacture of chewing gum.
At the time, chewing gum was still a relative novelty sold in individual pieces. Topps's most successful early product was Bazooka bubble gum, which was packaged with a small comic on the wrapper. Starting in 1950, the company decided to try increasing gum sales by packaging them together with trading cards featuring Western character Hopalong Cassidy ; at the time Boyd, as one of the biggest stars of early television, was featured in newspaper articles and on magazine covers, along with a significant amount of "Hoppy" merchandising. When Topps next introduced baseball cards as a product, the cards immediately became its primary emphasis.
The "father of the modern baseball card" was Sy Berger. In the autumn of 1951, Berger, then a 28-year-old veteran of World War II, designed the 1952 Topps baseball card set with Woody Gelman on the kitchen table of his apartment on Alabama Avenue in Brooklyn. The card design included a player's name, photo, facsimile autograph, team name and logo on the front; and the player's height, weight, bats, throws, birthplace, birthday, stats and a short biography on the back. The basic design is still in use today. Berger would work for Topps for 50 years and serve as a consultant for another five, becoming a well-known figure on the baseball scene, and the face of Topps to major league baseball players, whom he signed up annually and paid in merchandise, like refrigerators and carpeting.
The Shorins, in recognition of his negotiation abilities, sent Sy to London in 1964 to negotiate the rights for Topps to produce Beatles trading cards. They also tried hockey. Arriving without an appointment, Sy succeeded by speaking in Yiddish to Brian Epstein, the Beatles' manager.
Berger hired a garbage boat to remove leftover boxes of 1952 baseball cards stored in their warehouse, and rode with them as a tugboat pulled them off the New Jersey shore. The cards were then dumped into the Atlantic Ocean. The cards included Mickey Mantle's first Topps card, the most valuable card of the modern era. No one at the time, of course, knew the collector's value the cards would one day attain. On August 28, 2022, the Mickey Mantle baseball card was sold for $12.600 million.

Incorporation

The company began its existence as Topps Chewing Gum, Inc., a partnership between the four Shorin brothers. It later incorporated under New York law in 1947. The entire company originally operated at the Bush Terminal in Brooklyn, but production facilities were moved to a plant in Duryea, Pennsylvania, in 1965. Corporate offices remained at 254 36th Street in Brooklyn, a location in the waterfront district by the Gowanus Expressway. In 1994, the headquarters relocated to One Whitehall Street in lower Manhattan.
After being privately held for several decades, Topps offered stock to the public for the first time in 1972 with the assistance of investment banking firm White, Weld & Co. The company returned to private ownership when it was acquired in a leveraged buyout led by Forstmann Little & Company in 1984. The new ownership group again made Topps into a publicly traded company in 1987, now renamed to The Topps Company, Inc. In this incarnation, the company was reincorporated under Delaware General Corporation Law for legal reasons, but company headquarters remained in New York. Management was left in the hands of the Shorin family throughout all of these maneuverings.
On October 12, 2007, Topps was acquired by Michael Eisner's The Tornante Company and Madison Dearborn Partners. Under Eisner's direction, Topps began to expand into the entertainment and media business with plans for a Bazooka Joe movie. Former television executive Staci Weiss was hired as Topps's head of entertainment to develop projects based on Topps properties, including Garbage Pail Kids, Wacky Packages, Dinosaurs Attack!, Mech Warrior and Attax.

Topps Digital

In 2012, Topps began creating digital sports cards, starting with the Topps Bunt baseball card mobile app. After releasing Bunt in 2013 and finding success with it, they expanded their sports card market into other apps including the Kick soccer app in August 2014, Huddle Football app in April 2016, and Skate hockey app in 2017.
Along with sports cards, Topps also expanded its marketplace for collectors of digital goods to include non-sports cards on mobile devices. In March 2015, they released their Star Wars Card Trader app, and in May 2016 they released a Walking Dead trading card app. Following the success of their assortment of digital trading card apps, they once again expanded their marketplace for digital collectors a few years later, releasing a Marvel trading card app in the spring of 2019 and their Disney trading card app in November of that same year.
In March 2020, Topps announced a collaboration with WAX.io to make their cards tradable on the blockchain. Topps has only made Garbage Pail Kids cards available to traders via blockchain but they have announced Alien Quadrilogy collectibles will be coming soon.
In April 2021, Topps announced plans to go public via a merger with Mudrick Capital Acquisition Corporation II, a publicly traded special purpose acquisition company. Michael Eisner's firm The Tornante Company planned to roll its stake into the new company while Mudrick Capital would lead an additional investment of $250 million. The deal valued Topps at $1.3 billion. However, reports surfaced within six months of their initial plans that Mudrick Capital Management had backed out of the investment deal.
In August 2021, it was reported that Fanatics acquired future exclusive licenses with Major League Baseball and the MLB Players Association to produce baseball cards. In January 2022, Fanatics announced they had acquired Topps for US$500 million.

Topps Europe Ltd.

Purchase of Merlin

Topps has a European division, which is based in Milton Keynes, UK. From this office products are launched across Europe, including Spain, France, Germany, Norway, and Italy. This division also co-ordinates products launches across the many other international markets including the Far East, Australia, and South Africa.
In 1994 Merlin acquired the Premier League license allowing the company to exclusively publish the only official Premier League sticker and album collection in the UK. The initial success of the Premier League stickers and album collection was so great that it took even Merlin by surprise, with reprint after reprint being produced.
In 1995, the Topps Company Inc. completed its takeover of Merlin Publishing. Merlin's official company name changed to Topps Europe Limited, but its products still carried the Merlin brand until 2008 as it was easily recognized by consumers.
Topps Europe Limited continues to produce a wide and varied range of sports and entertainment collectibles across Europe. Its range of products now includes stickers, albums, cards and binders, magazines, stationery, and temporary tattoos.

Topps Europe Ltd. products

Topps Europe Ltd. has continued to launch hugely successful products across Europe. Some of the most successful licenses have included WWE, Pokémon, Doctor Who, High School Musical and SpongeBob.
Topps Merlin branded Premier League sticker albums have been popular since their launch in 1994, and in 2007 Topps acquired the Premier League rights for trading cards. Previously, the trading card rights were held by Magic Box International who produced the Shoot Out cards from the 2003/04 to 2006/07 seasons. Match Attax, the official Premier League trading card game, was the biggest selling boys’ collectible in the UK three years running. Being sold across the globe in a number of countries, the collection also holds the title of the biggest selling sports collectible in the world. It is estimated that around 1.5 million children collect it in the UK alone.
Following on from the acquisition of Premier League trading cards rights, in the spring of 2008 Topps acquired the exclusive rights to the DFL Deutsche Fussball Liga GmbH for trading cards and stickers until the Bundesliga Season 2010/11. Bundesliga Match Attax was launched in January 2009 and is now available in over 40,000 stockists. The collection is the first of its kind in Germany and has become one of the biggest selling collections in the country. Now they sell a lot more of football cards.
As of February 2016 Topps Match Attax dominated the secondary UK card trading market occupying two out of the top three spots on the 'most popular soccer collection' list.
In January 2023, Topps released both physical and digital trading cards for their latest partner the 24 Hours of Le Mans Motorsport event. The release is set for February 2023 and will feature art work from original race posters from 1923 to current day.