Topps, renowned for its sports card collections, has stepped into the realm of non-sports trading cards with a fresh partnership with Gary Vaynerchuk’s VeeFriends. The collaboration introduces a new line of Topps Chrome cards, bringing a unique twist to the trading card market. This move represents Topps and parent company Fanatics’ efforts to diversify their offerings beyond traditional sports cards, following recent collaborations with entertainment giants such as Disney and Marvel. The debut of the new VeeFriends cards will take place at New York Comic Con, offering attendees a first look at this exciting collaboration from October 17 to 20.
VeeFriends, the brainchild of entrepreneur and collector Gary Vaynerchuk, has garnered a strong following for its distinctive characters and positive messages. These characters, designed to promote kindness, accountability, and personal growth, will now be featured on Topps Chrome cards as part of a multi-year partnership. The launch event at New York Comic Con will include the distribution of free promo cards at the VeeFriends booth (#1217) on October 17.
This collaboration marks the second venture between Vaynerchuk and Fanatics, with their initial partnership in 2021 resulting in the release of the first VeeFriends trading cards through Fanatics brand zerocool. With Topps now on board, the brand is poised to reach an even larger audience with its new line of Chrome cards showcasing beloved characters like Notorious Ninja and Patient Panda.
This partnership aligns seamlessly with Topps’ strategy of expanding into non-traditional card markets, with Kelvin Smith, Senior Vice President of Global Licensing and Partnerships at Fanatics Collectibles, expressing enthusiasm for the collaboration. Smith emphasized the alignment of VeeFriends’ values with the mission to cater to fans and collectors, indicating a drive to make this collaboration even more impactful than before.
For VeeFriends President Andy Krainak, the partnership with Topps presents an opportunity to broaden the brand’s reach and engage with a diverse audience. By integrating VeeFriends characters into Topps Chrome products, the brand aims to tap into innovation, global distribution, and enhanced credibility while maintaining its commitment to storytelling and community-building through various mediums like trading cards, comics, and animations.
The collaboration with Topps not only enhances the VeeFriends brand but also allows for a unique way of connecting with fans, especially younger collectors and families. By providing a medium to interact with VeeFriends characters across different platforms, the partnership aims to spark interest and engagement within the trading card hobby. The debut at New York Comic Con strategically targets a varied audience, introducing VeeFriends to a wider collector base through a platform that transcends the traditional sports card scene.
In a significant move to expand its presence in the non-sports trading card market, Topps underscores its commitment to entertainment-focused cards with the partnership with VeeFriends. Building on recent collaborations with entertainment giants like Disney, Marvel, and Lucasfilm, Topps is poised to explore new horizons in the trading card industry. Kelvin Smith hinted at further developments in the non-sports card category, hinting at more exciting initiatives to come.
As Topps continues to forge new partnerships and explore innovative opportunities, the collaboration with VeeFriends signifies a strategic effort to diversify its offerings and appeal to a fresh wave of collectors. By unveiling the VeeFriends-Topps Chrome line at New York Comic Con, the partnership is set to capture the imagination of fans, kids, and collectors alike, infusing a renewed energy into the trading card landscape and cementing VeeFriends’ position as a key player in the collectibles domain.
