NEW YORK: The Topps Company, a leading US manufacturer of Major League Baseball cards and other collectibles, has hired DKC as its AOR.
The Tornante Co., an investor group founded by ex-Disney CEO Michael Eisner, purchased Topps in 2007 with a plan to transform it into a premiere sports and collectible content company.
Under new ownership, Topps worked with DKC to help launch its latest collection, which features Sens. Clinton and Obama cards. The agency secured the win from a prior relationship with Eisner*. Billings are undisclosed.
Topps wanted to take advantage of the current interest in politics. "We're tapping into the horse-race nature of [the presidential campaign]," said Matthew Traub, MD of DKC. "With coverage expanding, one in nine packs [sold] has a [political] card."
So far, the images have garnered media attention - and marketplace value. An Obama card, featuring his picture and signature, sold for $3,122 on eBay last week, while a Clinton card netted $1,325, according to . The likeness of John McCain commanded $1,200.
"Obama now has the higher price," Traub said, "but as with presidential politics - as we
have seen with Hillary's come-back this [week]- anything can turn around."
*The article previously claimed DKC's previous relationship was with Topps, rather than Eisner. We regret the error.