Initial figures show the collection is building on its existing popularity, with one national retail chain reporting a sales increase of 71 per cent, compared to last year’s launch, according to Topps.
Traffic to the new website, www.matchattax.com, hit new highs with a remarkable 45,000 visits last weekend, and 16,000 registrations over three days
Sales are set to get a further boost as a two week promotion with The Sun and News of the World commences this weekend. The promotion will give Match Attax extensive editorial coverage in the newspapers as well as additional prime time TV advertising.
As well as the Sun promotion, the product launch has been supported with a £750,000 TV campaign that commenced at the start of October; an extensive covermounting and editorial campaign with children’s magazines that will continue until Christmas, and an October half term promotional tour that will take the collection to over 20 shopping centres across the UK and Ireland.
The latest Match Attax release is a selection of over 440 special cards which will include, amongst other things, all new manager cards and special i-Cards that enable collectors to play, collect and compete online with other fans across the world.
In addition, the collection will feature a number of limited edition and promotional cards, including rare signed cards from Premier League stars Theo Walcott, Shay Given, and Kolo Touré.
The collection has an estimated retail sales value of £32.2m in the UK and Ireland.
Topps estimtes it has around 1.5m collectors in the UK, which equates to approximately 1 in every 2.5 boys between 7 and 13 years old.
Packets containing six cards retail at 50p, starter packs including a pitch, binder and limited edition are £4.99, and 64 page collector guides are £1.99.