Topps Partners with VeeFriends to Launch New Trading Card Line at New York Comic Con

• Posted: October 18, 2024, 12:18 pm
• in Sports Card News
• by bionic

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Topps is expanding its presence in the non-sports trading card market with an exciting new partnership with Gary Vaynerchuk’s VeeFriends. The collaboration will introduce a fresh line of Topps Chrome cards featuring VeeFriends' unique characters, debuting at New York Comic Con from October 17-20. This launch marks a significant step for Topps, as the company continues to explore new territory beyond traditional sports cards.

Topps Chrome Meets VeeFriends​

VeeFriends, created by entrepreneur and collector Gary Vaynerchuk, has built a dedicated following thanks to its focus on positivity and community through its 283 unique characters. The characters, designed to promote values like kindness, accountability, and growth, will now be featured on Topps Chrome cards as part of a multi-year partnership between VeeFriends and Topps. The new line will make its debut at New York Comic Con, where visitors can receive free promo cards at the VeeFriends booth (#1217).

This partnership is the second between Vaynerchuk and Fanatics, Topps' parent company. In 2021, VeeFriends teamed up with Fanatics brand zerocool to release the first VeeFriends trading cards, which immediately gained traction among collectors. Now, the brand’s collaboration with Topps aims to reach an even larger audience, with characters like Notorious Ninja and Patient Panda taking center stage.

Expanding into the Non-Sports Card Market​

The move into non-sports trading cards is part of Topps' broader strategy to diversify its offerings and attract new collectors. Kelvin Smith, Senior Vice President of Global Licensing and Partnerships at Fanatics Collectibles, expressed enthusiasm for the partnership, noting, “We’re thrilled to expand our work with Gary and VeeFriends. This collaboration perfectly aligns with our goal of reaching fans and collectors in fresh, exciting ways.”

VeeFriends President Andy Krainak echoed this sentiment, explaining that the partnership helps elevate the VeeFriends brand and taps into Topps’ global reach. “Having VeeFriends characters on Topps Chrome products allows us to tap into innovation, global distribution, and another level of credibility as we continue to grow our brand,” Krainak said.

Reaching a New Generation of Collectors​

VeeFriends focuses on fostering community and positive values through stories, events, games, and collectibles, making the partnership with Topps a natural fit. As Krainak points out, the collaboration gives kids and families a new way to engage with VeeFriends characters through trading cards, animations, and comics. "We want these characters to have a meaningful impact on kids and families, and through this partnership with Topps, we can help kids identify with characters like Notorious Ninja and Patient Panda in a fun, collectible way."

For Topps, this venture is also about introducing a new generation to the world of collecting. “We’re excited about how VeeFriends can help us attract younger collectors,” said Smith. “While VeeFriends resonates with kids, it also spans a broad audience, which is important for us as we build the future of the hobby.”

Launching at New York Comic Con​

The decision to launch the VeeFriends-Topps Chrome line at New York Comic Con is no coincidence. The event, which draws a diverse crowd of pop culture enthusiasts, offers the perfect platform to showcase the new trading card collection. VeeFriends co-founder Gary Vee has attended previous Comic Con events, and the energy and excitement of the crowd make it an ideal location to debut this collaboration.

“The audience at New York Comic Con is a perfect fit for VeeFriends,” Krainak said. “While it’s not necessarily a sports card audience, the focus on characters, animation, and collecting aligns perfectly with VeeFriends, and we’re excited to bring the new cards to such a dynamic event.”

Topps’ Commitment to Expanding Non-Sports Cards​

Topps’ partnership with VeeFriends reflects the company’s growing interest in the non-sports trading card space. After announcing partnerships with major entertainment brands like Disney, Marvel, and Lucasfilm, Topps is continuing to branch out into new categories, with plans for even more non-sports card releases on the horizon.

“We see the non-sports card category as largely untapped,” said Smith. “With brands like VeeFriends, we’re able to introduce new fans to the world of collecting, and we’re excited to see where this partnership takes us.”

As Topps and VeeFriends team up to reach new audiences, the debut of their Chrome card line at New York Comic Con promises to be a milestone event. With VeeFriends’ mission of fostering community and positivity and Topps' long-standing reputation in the collectible world, this collaboration offers something special for collectors of all ages.