With IPL 2011 wrapped up, Topps has revealed its officially licensed trading card game enjoyed a successful maiden season, selling over three million units.
The marketing campaign included advertising on major Indian kids’ channels reaching 80 per cent of the target four to 14 age group, garnering over 1,000 GRPs. A Cricket Attax championship also ran alongside the live cricket matches in stadiums.
Retail partners included McDonald’s, Hamleys, Reliance, TimeOut, Planet M, Big Bazaar and Landmark.
Mr Chris Rodman, VP and group MD of Topps International: "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."
Chirayu Amin, chairman of the IPL said: "As a tournament we all know that IPL has been hugely successful and has been patronised 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."
The fourth IPL season added two new teams and venues. The league’s viewership grew to 160 million people while the child audience rose 13 per cent compared to 2010.