If you follow Topps on Facebook, you already know that Topps is teasing their Five Star Football release like crazy. Everyday they post another athlete signing their cards. This is great marketing and Five Star is quickly becoming the it card of the year and it hasn’t even been released. There is only one problem, the average card collector can’t afford a box.
Coming in at around $500 a box, the cards are absolutely stunning. Of course for that price they really should be. It might even be one of the rare products (like UD The Cup) that actually offers equal value for your purchase. If I could afford it I would buy it, but in this day and age and the current economy the way it is, can a product like this thrive on the primary market? I don’t think it can, however it will thrive on the secondary market, mainly because people like me can only afford the eBay version.
My question to Topps is simple, I applaud the marketing effort you have done with Five Star, I also think the design is amazing, why can’t this be done with your other products? It used to be that Topps was the product of the common man. It was a blue collar release company. With Topps moving into the $500 a pack market and putting everything they have behind it, are they alienating their core demographic? It’s not a surprise that Topps has whiffed big time in the design and marketing department. Their only successes in my mind are Chrome Football and Bowman Chrome.
If the executives put in the same creativity behind Five Star for their other brands, they might be a runaway success story. Instead they seem to only care about the moneybags collector (ask UD how well that worked). It’s time that Topps and other card companies learn what we want. My advice to Topps is simple, make beautiful cards and they will sell like crazy (just look at the first A&G release). Collectors need a reason to collect again. Right now there is no reason.
Come on Topps you hit a homerun with Five Star Football, now focus on the other products and try to get collectors excited again!