Topps and Gary Vaynerchuk’s VeeFriends have joined forces to introduce a refreshing twist to the non-sports trading card market. Delving into uncharted territory, Topps is venturing beyond its traditional sports card offerings with the introduction of a new line of Topps Chrome cards in collaboration with VeeFriends. This strategic partnership stands as another bold move by Topps and its parent company Fanatics, following recent successful ventures with entertainment giants like Disney and Marvel. The highly anticipated VeeFriends trading cards are scheduled to make their grand debut at the upcoming New York Comic Con, set to take place from October 17th to 20th, offering attendees an exclusive first look at this exciting collaboration.
VeeFriends, an engaging entertainment brand crafted by entrepreneur and enthusiastic collector Gary Vaynerchuk, has garnered a loyal following with its distinctive characters and uplifting messages. The characters, carefully designed to embody values like kindness, accountability, and growth, will now grace the Topps Chrome cards as part of a multi-year partnership. The launch will kick off at New York Comic Con, where attendees can snag free promo cards at the VeeFriends booth (#1217) on October 17th.
This collaboration signifies the second cooperation between Vaynerchuk and Fanatics. In 2021, VeeFriends collaborated with Fanatics’ brand zerocool to release the first set of VeeFriends trading cards. With Topps on board for this new endeavor, the brand is anticipated to reach an even broader audience with its fresh line of Chrome cards that showcase beloved characters like Notorious Ninja and Patient Panda.
The partnership seamlessly aligns with Topps’ strategic objectives as it aims to penetrate the non-sports card market through innovative avenues. Kelvin Smith, Senior Vice President of Global Licensing and Partnerships at Fanatics Collectibles, expressed excitement about the new venture, emphasizing the shared goal of enhancing the fan and collector experience. He stated, “We’re thrilled to be collaborating with Gary and his team once again, with the aim of delivering a bigger and better experience for fans and collectors. VeeFriends’ ethos resonates with our mission, and we look forward to the journey ahead.”
Topps’ foray into non-traditional card segments plays a vital role in engaging with a fresh wave of collectors. Andy Krainak, President of VeeFriends, recognizes this partnership as an avenue to expand the brand’s outreach. He mentioned, “Featuring VeeFriends characters on Topps Chrome products not only elevates our brand but also enables us to tap into innovation, global distribution networks, and heightened credibility as we continue to evolve.”
Driven by a vision to captivate new collectors, VeeFriends, with its array of 283 unique characters, focuses on fostering community through storytelling, games, events, and collectibles. This mission seamlessly aligns with Topps’ aspiration to nurture the trading card hobby by appealing to a younger demographic and diversifying its market presence. Krainak emphasized that the collaboration with Topps provides children and families with a multi-dimensional engagement with VeeFriends characters through various platforms like trading cards, comics, and animations, culminating in a dynamic storytelling experience brought to life by Topps in the trading card arena.
The launch at New York Comic Con holds strategic significance, as the event’s diverse audience presents an ideal platform to introduce VeeFriends to a wider collector base. Despite the primary focus of the event not being on sports cards, VeeFriends’ characters, animations, and collectibles resonate with enthusiasts of all ages, making it a fitting stage for this much-anticipated debut.
The collaboration with VeeFriends marks a significant milestone for Topps as it expands its footprint in the non-sports trading card domain. With recent partnerships with entertainment behemoths like Disney, Marvel, and Lucasfilm, Topps is steadfast in its commitment to delving deeper into entertainment-focused cards. Kelvin Smith hinted at imminent developments in the non-sports card category, teasing, “Get ready to see a plethora of innovative releases from us in this space.”
The partnership not only breathes new life into the trading card realm but also positions VeeFriends as a prominent player in the collectibles landscape, providing fans with fresh avenues to connect with their beloved characters and fostering a vibrant community of collectors. As the VeeFriends-Topps Chrome line sweeps into the spotlight at New York Comic Con, it is poised to capture the hearts and attention of fans, children, and collectors alike, ushering in a new era of creativity and collaboration in the trading card industry.
