Topps has joined forces with Gary Vaynerchuk’s VeeFriends to introduce a fresh twist to the non-sports trading card market with their new line of Topps Chrome cards. The collaboration, which will be unveiled at New York Comic Con, marks a strategic move by Topps and parent company Fanatics to diversify their offerings beyond traditional sports cards, following successful partnerships with Disney and Marvel. The new VeeFriends cards will make their debut at the event, where attendees can get an exclusive first look at this exciting collaboration.
VeeFriends, an entertainment brand founded by entrepreneur Gary Vaynerchuk, has gained a dedicated following for its unique characters and positive messaging. Known for promoting kindness, accountability, and growth, these characters will now be featured on Topps Chrome cards as part of a multi-year partnership. The launch will kick off at New York Comic Con, with free promo cards being distributed at the VeeFriends booth (#1217) on the event’s opening day.
This venture marks the second collaboration between Vaynerchuk and Fanatics, following their successful partnership in 2021 with Fanatics brand zerocool to release the initial VeeFriends trading cards. Now, with Topps on board, the brand is set to expand its reach even further with a new line of Chrome cards featuring fan-favorite characters like Notorious Ninja and Patient Panda.
The partnership between VeeFriends and Topps aligns seamlessly with Topps’ strategy to venture into the non-sports card market. Kelvin Smith, Senior Vice President of Global Licensing and Partnerships at Fanatics Collectibles, expressed enthusiasm about the new collaboration, highlighting their joint effort to provide enhanced offerings for fans and collectors. Topps’ foray into non-traditional cards reflects its dedication to attracting new collectors, with VeeFriends President Andy Krainak seeing this partnership as an opportunity to elevate the brand’s presence while tapping into innovation and global distribution.
VeeFriends, with its diverse roster of 283 unique characters, focuses on building a community through storytelling, games, events, and collectibles. This ethos aligns perfectly with Topps’ objective of expanding the trading card hobby by appealing to younger collectors and entering new markets. Through the partnership, VeeFriends characters will come to life on Topps Chrome products, offering kids and families a medium to engage with them across various platforms, including trading cards, comics, and animations. Krainak highlighted the importance of storytelling in this collaboration, emphasizing how Topps brings the characters to life within the trading card realm.
The debut at New York Comic Con serves as a strategic move to introduce VeeFriends to a wider collector base, tapping into the event’s diverse audience. While the event may not primarily focus on sports cards, the allure of VeeFriends’ characters, animations, and collectibles resonates with fans of all ages, making it the perfect stage for this thrilling launch.
For Topps, the partnership with VeeFriends signifies a significant step in expanding its presence in the non-sports trading card market, building on recent collaborations with entertainment giants such as Disney, Marvel, and Lucasfilm. With a clear focus on entertainment-focused cards, Topps is keen on exploring untapped opportunities within the non-sports card category, promising more exciting ventures in this space. The collaboration with VeeFriends underscores Topps’ commitment to diversifying its offerings and appealing to a new generation of collectors, with the VeeFriends-Topps Chrome line poised to captivate fans, kids, and collectors alike.
This partnership injects fresh energy into the trading card realm, positioning VeeFriends as a key player in the collectibles market and providing fans with innovative ways to engage with their beloved characters.
