Topps Launches Toppstown; Virtual World for Sports Cards

Sports and collectible card maker Topps launched its first virtual world, this weekend. Toppstown lets users create their own avatars, customize clubhouses, and collect and trade virtual cards, unlocked with codes found in physical Topps packages (1 code in every 2 packs) or given away as a promotional tool at events or in advertisements. Aimed at kids ages 6 and up, it doesn't seem like there's a whole lot of interaction, but the world also features gameplay,   like a home run derby, where users can get help from sports stars they've unlocked.

Part of the drive is coming from Michael Eisner, whose investment firm, The Tornante Company, acquired Topps in 2007.

"Michael challenged us to reinvent our product and to become more relevant to kids who are spending more time online," Mark Sapir, director of marketing at Topps, told BrandWeek. "The number of kids collecting cards is showing signs of gains [after spiking in the mid-1990s and then declining], and this will promote tremendous interest."

The world, "Where your cards come alive," is currently aimed at baseball fans and will be promoted in print and on TV.  Football and basketball worlds are set for launch in July and September.

Comments

[joseph gallegos]

i need my password? i keep going to the ?site i and ask for help in getting my password they say your senting it to my email address but it not there? help me

[ANTHONY]

TOPPSTOWN RULES