Topps, makers of the successful Match Attax football cards, will enter the thriving Indian market with Cricket Attax.
The Indian Premier League is the world's biggest Cricket competition, paying the highest player salaries in the sport and carrying an estimated brand value of $4 billion.
To market Cricket Attax, Indian agency Motivator have organised a campaign which includes retailer activity, sampling events, sponsorship and TV advertising.
In an interview with Indian media outlet exchange4media, Topps India head Sanjeev Katyal outlined the campaign: “Our TV campaign is one of the biggest in the toy industry, targeting nearly 800 GRPs and 70 per cent reach amongst the four to 14 year old kids’ market in the country.
"Our BTL campaign, titled Cricket Attax Championships, is arguably the most robust in the industry covering retail activations at 170 stores, including McDonald’s, Hamleys, Reliance TimeOut, Big Bazaar, PlanetM and Landmark, across all the 10 IPL cities in the country and targeting an OTS of nearly four million. Similarly, Topps can boast of one of the biggest sampling activities at McDonald’s of 1.5 million promotional packs.”
You can view the Cricket Attax TV commercial here.
Katyal continued: “The Indian market is in its evolutionary stage when it comes to collectables, however, [we are] very aware and exposed to a variety of sports and entertainment properties both local and global.”