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Topps has teamed up with Gary Vaynerchuk’s VeeFriends to bring a fresh twist to the non-sports trading card market with a new line of Topps Chrome cards. This partnership marks another move by Topps and parent company Fanatics to expand beyond their traditional sports card offerings, following recent collaborations with Disney and Marvel. The new VeeFriends cards will make their debut at New York Comic Con, running from October 17-20, where attendees can get a first look at this exciting collaboration.
VeeFriends, an entertainment brand created by entrepreneur and avid collector Gary Vaynerchuk, has developed a strong following thanks to its unique characters and positive messaging. These characters, designed to inspire kindness, accountability, and growth, will now be featured on Topps Chrome cards as part of a multi-year partnership. The launch kicks off at New York Comic Con, where free promo cards will be handed out at the VeeFriends booth (#1217) on October 17.
This collaboration marks the second partnership between Vaynerchuk and Fanatics. In 2021, VeeFriends teamed up with Fanatics brand zerocool to release the first VeeFriends trading cards. Now, with Topps onboard, the brand is set to reach an even larger audience with its new line of Chrome cards featuring popular characters like Notorious Ninja and Patient Panda.
The partnership is a natural fit for Topps, as it continues to seek out innovative ways to expand into the non-sports card market. Kelvin Smith, Senior Vice President of Global Licensing and Partnerships at Fanatics Collectibles, expressed excitement about the new collaboration, stating, "We’re doing more together this time around with the goal of making it bigger and better. VeeFriends aligns with our mission to serve fans and collectors, and we’re thrilled to be working with Gary and his team again."
Topps’ push into non-traditional cards is part of a larger strategy to engage new collectors. VeeFriends President Andy Krainak sees this partnership as an opportunity to elevate the brand’s reach, saying, "Having VeeFriends characters on Topps Chrome products helps elevate our brand but also allows us to tap into innovation, global distribution, and another level of credibility as we continue to build."
VeeFriends, with its 283 unique characters, focuses on building community through stories, games, events, and collectibles. This mission aligns with Topps’ goal to grow the trading card hobby by attracting younger collectors and expanding into new markets. As Krainak explains, the partnership with Topps offers kids and families a way to engage with VeeFriends characters through multiple mediums, including trading cards, comics, and animations. "It’s a form of storytelling," Krainak said, "and Topps brings that to life in the trading card space."
The launch at New York Comic Con is a strategic move, as the event’s diverse audience is ideal for introducing VeeFriends to a broader collector base. While the audience may not be primarily focused on sports cards, VeeFriends’ characters, animation, and collectibles resonate with fans of all ages, making it the perfect setting for this exciting debut.
For Topps, the partnership with VeeFriends is a significant step in broadening its footprint in the non-sports trading card market. With recent deals with Disney, Marvel, and Lucasfilm, Topps is doubling down on its efforts to expand into entertainment-focused cards. "We think the non-sports card category is largely untapped," Smith said. "Expect to see a lot more from us in this space."
As Topps continues to explore new opportunities and partnerships, the collaboration with VeeFriends demonstrates the company’s commitment to diversifying its offerings and attracting a new generation of collectors. With the launch at New York Comic Con, the VeeFriends-Topps Chrome line is set to capture the attention of fans, kids, and collectors alike.
This partnership not only brings fresh energy to the trading card world but also positions VeeFriends as a major player in the collectible space, providing fans with new ways to connect with their favorite characters.
