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The WWE trading card market is entering a new era in 2024. With Topps reclaiming the WWE license from Panini, a landmark Netflix deal expanding WWE’s audience, and a surge in collector interest, wrestling cards may be the next major growth sector in the hobby.
Recent indicators suggest a significant uptick in demand for WWE trading cards. CardLadder’s wrestling index, which tracks sales of key wrestling cards, has surged 25% in the past three months, outpacing all other sports categories. For comparison, the second-best-performing segment, Pokémon, grew by about half that rate.
In December, a new record was set for a wrestling card when a 1982 Wrestling All-Stars Hulk Hogan PSA 9 (one of only 17 in existence, with none graded higher) sold for $132,000, surpassing the previous record of $126,000 set by The Rock’s 2022 Panini Black Prizm 1/1 a year earlier.
Collectors are responding to WWE’s expanding presence, particularly following the promotion’s move to Netflix. According to eBay, searches for WWE-related items averaged 2,700 per hour in 2024, up nearly 5% from 2023.
But on January 6, when WWE debuted on Netflix, search interest saw an additional 5% increase—and individual wrestlers from that first episode saw even bigger spikes:
This clear surge in interest suggests that as WWE reaches new audiences, its trading cards may become a prime collecting category.
After several years under Panini, WWE trading cards have returned to Topps, which is now owned by Fanatics. According to Topps senior vice president of product Clay Luraschi, this isn’t just a return to business as usual—it’s a reinvention of WWE cards with a new emphasis on storytelling and personality.
“I think WWE is primed for an incredible run in trading cards,” Luraschi said. “I’ve seen it bubble up over the last five, six years, and now it’s just perfect timing. And with all the things we’re going to be doing this year—some of which haven’t been done before—it’s going to add to that excitement.”
One of Topps’ primary goals is to capture the personalities of WWE superstars more effectively. Luraschi noted that theatricality and character-driven storytelling make wrestling a unique fit for trading cards, and this year’s sets will reflect that.
“The last couple of years, Topps has had a real focus on highlighting key moments,” Luraschi explained. “The more we can tell a story behind each and every card, the more powerful that product’s going to be. So you’ll see a lot of great storytelling in our WWE products that you haven’t seen before.”
The first major WWE product release under Topps is the 2024 Topps WWE Chrome set, which introduces several new elements that are exciting collectors:
Many of the autographs in 2024 WWE Chrome feature exclusive inscriptions from wrestlers, adding a personal touch that collectors are chasing on the secondary market. Some of the most sought-after include:
Perhaps the biggest chase element in WWE Chrome is The Rock’s first autographed WWE cards since 1998. His return to Topps has been highly anticipated, and his signed cards feature three unique inscriptions:
Additionally, the set includes the first-ever dual autograph card featuring The Rock and “Stone Cold” Steve Austin, a card certain to be one of the most valuable in the product.
“The Rock is always on anyone’s list,” Luraschi said. “He’s got a lot of things going on, but making a comeback in trading cards—you can’t do it without his presence.”
Capturing the energy and passion of WWE fans in trading card form is a major goal for Topps. The company was inspired by last summer’s Fanatics Fest, where WWE’s presence drew overwhelming fan engagement.
“At Fanatics Fest in New York, WWE’s area was just non-stop energy all day long,” Luraschi said. “All I kept thinking was, ‘How do we capture that excitement on trading cards?’ What you’ll see this year is just the beginning.”
Since 2024 marks the 40th anniversary of the first WWE trading cards, Topps Chrome includes special retro inserts paying homage to the 1985 set.
“I’m geeking out because I collected that set,” Luraschi said. “I still remember the packs, the front of the pack.”
With John Cena embarking on his farewell tour in 2025, Topps will honor his legendary career throughout the year. WWE Chrome includes a special Cena tribute insert, and additional collector-focused tributes are expected in future releases.
“You’ll see tributes to Cena throughout the year,” Luraschi said. “Someone as big as he is—who’s had such an impact in WWE—deserves something special.”
Given the success of Debut Patch cards in MLB and MLS, many collectors are wondering if WWE will introduce them next.
“You’ve gotta guess that we’re having the discussion,” Luraschi said. “It’s something we’re toying around with.”
Even after decades in the business, Hogan remains the top name in wrestling collectibles, while The Rock, Cena, and Cody Rhodes continue to dominate the market.
With Topps returning as the WWE trading card license holder, a growing collector base, and WWE’s massive Netflix exposure, wrestling cards are primed for significant market growth.
Whether it’s The Rock’s long-awaited autograph return, tribute sets for John Cena, or the potential arrival of Debut Patch cards, 2024 is shaping up to be a landmark year for WWE collectors.
