Topps Cricket Attax captivates kids

Company Brief

Mumbai, June 20, 2011

DLF IPL 2011 was bigger and better than the previous three seasons. The addition of two new teams and two new venues helped the league expand in India. It reached over 160 million people all over India and many more across the world. This year IPL reached 11% more women and 13% more kids than IPL 2010.

IPL 2011 also spurred the entry of an iconic global company which took the IPL into the hearts of the audience with the strongest pester power- kids. The Topps Company the leader in sports & entertainment collectibles, and owner of the iconic Match Attax trading card game brand and a veritable list of other collectible brands in the Sports & Entertainment space for kids, launched the Indian & cricket version christened as ‘Cricket Attax’.

The trading card game saw participation of more than 15000 kids through the ‘Cricket Attax’ championship which ran parallel to the cricket matches played in the stadiums. The trading card game was available in key locations such as McDonald’s, Hamleys, Reliance TimeOut, Planet M, Big Bazaar and Landmark stores, some of which were the location for the ‘Cricket Attax’ championship.

The company launched its collection with the biggest media plan on kids channels for any toy company this season which reached 80% of the targeted audience in the 4 to 14 age group and garnered over a thousand GRP's, which is nothing short of phenomenal especially for a property introduced for the first time.

IPL and Topps, forged a perfect tie up and win-win relationship with ‘Cricket Attax’ which allowed IPL reach out to more kids. What better way to enter the country through a sport which is considered a religion! While IPL was in its fourth edition, the first edition of ‘Cricket Attax’ itself reached out to 50,000 families in 80 cities and sold a mind-boggling 3 million units.

Speaking about Topps Cricket Attax, Mr. Chirayu Amin - Chairman, IPL said, “As a tournament we all know that IPL has been hugely successful and has been patronized by men, women and kids. But the introduction of Cricket Attax gives the tournament a new dimension – it gets kids to engage with each other using the cards when they are not watching the game on TV. Cricket Attax is the official trading card game of the IPL and in the coming years we are confident it will reach many more kids”.

Mr. Chris Rodman, VP & Group MD of Topps International who set up the Topps Indian business based in Mumbai said, “India presents a significant driver for Topps future global growth given India’s love of cricket and the IPL, the proliferation of media, an ever increasing level of disposable income and a consumer who embraces new categories of business such as collectables’. ‘Going forward we expect to see explosive growth in India with Topps Cricket Attax leading the way’.

The IPL might be over but the excitement lives on with kids playing and collecting Topps Cricket Attax.

For further information, please contact:

Perfect Relations

Akshat Jain

Mobile: +919920210948

Email: akshatj@perfectrelations.com