Companies

Topps enters Indian market, ties up with IPL

PTI Mumbai | Updated on May 08, 2011

Topps Company Inc, a world leader in sports and entertainment collectibles, has joined hands with the IPL to introduce Cricket Attax, the official trading card game of the cash-rich league.

The company has also initiated strategic tie-ups with McDonald’s, Hamleys, Reliance TimeOut, Planet M, Big Bazaar and Landmark for distribution of this card game.

“We have entered the Indian market through the IPL and have a licence of the IPL for eight years. We have already begun our marketing initiatives,” Topps India Sports & Entertainment Country Head Mr Sanjeev Katyal told PTI here.

Topps Cricket Attax is a game of skills and strategy where one can choose his team and play against an opponent.

The game intends to bring fans closer to IPL, more so through the parallel-city level championship, which will have a final winner. The game, available for Rs 15 and 49, is targeted at kids and young adults, Mr Katyal said.

“Topps’ recently-established Indian business based in Mumbai will be looking to capture the hearts and minds of children and their families with its IPL Cricket Attax product, a trading card game that is based on the world’s most successful sports trading card game called Match Attax.”

For Topps, India constitutes an exciting market, where leisure and discretionary purchases are on the rise, he said.

“We wanted to enter the country with a property that would appeal to kids and young adults across geographies and economic classes. IPL provides us exactly the kind of opportunity that we are looking for,” Mr Katyal added.

Published on May 08, 2011

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