What's next for Topps?  After losing its baseball card licenses, the iconic brand is facing a crossroads - The Athletic

What’s next for Topps? After losing its baseball card licenses, the iconic brand is facing a crossroads – The Athletic

Topps.

For much of the last 70 years, that brand name has evoked a primary association: swap cards, especially baseball cards.

In what feels like cruel irony, New York City-based The Topps Co. Inc. the impending loss of its baseball card business to an unexpected rival among perhaps the greatest mania with cards and collectibles in the company’s history. And so this week, it lost another license – WWE for their professional wrestling cards.

The question now is, how does Topps survive? What is the way forward without a trading card as a backbone?

Topps himself declined to comment, which is not surprising as they are likely to continue to find out what their business strategy is going forward after losing baseball licenses to Jacksonville, Florida-based Fanatics Inc.’s new card business and wrestling to longtime Italian rival Panini – even losing the basketball business of Fanatics.

There are some obvious scenarios for Topps.

One is that it can be purchased from Fanatics. Why? For the rest of Topps’ intellectual property, its deep archive, talent and knowledge base, and its iconic name. Fanatic’s card business starts from scratch – it already has hundreds of millions of dollars in investments that value it at more than $ 10 billion – so buy Topps for cheap money after destroying its main business, while Wall Street is brutal. , is a way to turn key into the industry.

Fanatics, who said they had nothing new to say about their card business plan beyond what has already been announced, could also simply hire Topps to run the card business.

Topps could choose to sell its various business areas.

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