Topps Cricket Attax sells three million units

The Indian Premier League trading card game reaches an estimated 50,000 families in 80 cities.
Publish date:
Social count:
10_Cricket Attax.jpg

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.


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.