Tap N Play has seen strong sales of its England Cricket Trading Cards collection across its first two-week launch here in the UK that has resulted in placement within a further 400 Sainsbury’s stores across the country.
The firm is reporting ‘very encouraging fortnight sales’ following the launch of its inaugural collection in the UK, the Official 2018 England Cricket Trading Cards, that it says have been bolstered by the addition of England Women players among the collection.
As the firm now looks ahead to planning its 2019 Ashes release, Tap N Play suggests that the strong sales demonstrates an expanding market within the sports trading cards sector, one that has traditionally been dominated by football.
The Sports Collectables business has grown rapidly in Tap N Play homeland of Australia, where it secured long-term contracts with Cricket Australia, Australian Rugby Union, Football Australia and Netball Australia.
The Official 2018 England Cricket collection marks the company’s first venture into the UK market as well as the first mainstream cricket collectable for more than 20 years. It’s the first to feature the England Women’s Cricket Team.
“Tap N Play is very pleased to see the English Cricket Trading Cards initial retail sales results being reported well above expectation,” Tap N Play managing director, Neil Armstrong told ToyNews.
“The decision by Sainsbury’s to range the cards in another 400 stores this week is also encouraging, as we look forward to planning our 2019 Ashes release.
“Launching cricket cards for the first time in decades in a football-dominated market was always a challenge, however, adding the England Women players and promoting the cards through the grassroots cricket community was a strategy we were confident would work.”
The cards have been boosted by a marketing support that money can’t buy, thanks to England men’s opening Test victory against India at Edgbaston, where packets were reportedly selling well at the Birmingham venue over the course of the match.
As well as Sainsbury’s, Tesco, Spar and general convenience stores have also seen encouraging early sales for the first of several planned cricket releases for Tap N Play in the UK.
“We hope England’s success on the field continues and that assists in creating a new market of cricket card enthusiasts in the UK that includes boys, girls and adult collectors,” added Armstrong.
The firm has stated that 2019 is set to be a ‘particularly exciting period for Tap N Play with Trading Cards collections for both the ICC Cricket World Cup and the Ashes.’
Tap N Play has been organising giveaway initiatives with county cricket clubs and junior coaching courses to further raise awareness of the cards among young fans. The campaign started with Warwickshire County Cricket Club offering a free packet to junior members who visit the club shop at the Vitality Blast match between Birmingham Bears and Notts Outlaws at Edgbaston on Thursday, August 9.
Limited edition Official 2018 England Cricket Trading Cards are available in shops now, priced at £1.50 per pack.