HERO PRODUCT: Topps

Licensed collectables specialist, Topps, has a long history of launching successful WWE collections, including the recent playground phenomenon Slam Attax. The company has developed a totally new game concept for its newest collection, WWE PowerChipz?
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Topps has enjoyed international success with a portfolio of WWE collectable ranges including Chipz, stickers, trading card games and even temporary tattoos.

It will be expanding its portfolio with its brand new PowerChipz collection, due for release at the start of November.

PowerChipz will feature a magnetic ‘chipz’ and a ball which children will use to play a simple game, using the ball to pick up more chipz than their opponent - a format that has already proved successful in international markets.

There are over 150 chipz for children to collect, featuring the top Superstars including John Cena, Undertaker, and Rey Mysterio. In addition, there will be special ruby, silver and gold parallel series with added bonus scores to provide a crucial ‘chase’ element to the collection. Packets containing three chipz will retail at £1, with Powerballs available separately also at £1 and including one chip.

Also scheduled to launch are tins, available in four different designs, each retailing at £9.99. Each tin includes a special limited edition Wrestlemania chipz, 10 regular chipz and a Powerball.

Promotional activity around PowerChipz is planned from October, starting off with a 19-date launch tour across UK and Ireland shopping centres, where children will be able to get a first look at the product and learn to play the game.

In addition, there will be extensive TV advertising across children’s channels as well as covermounts and competitions in children’s print media.

The PowerChipz launch will coincide with the annual autumn round of WWE live events across the UK, and Topps is currently developing plans in conjunction with WWE to stage a number of in-store Superstar signings to promote both the tour and PowerChipz.

Ruth Leonard from Topps says: “Innovation is key to every release and leads to significant consumer acquisition and sales success. The goalposts are stretched every time, to develop new game elements, add exciting instant gratification surprises and importantly, offer crucial value for money.”

“WWE Powerchipz combines all these factors which will make it a hot property both as a collectable and a game that transcends international boundaries and has the hallmarks of a truly international entertainment brand.”

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