The Topps Company is one of the leading creators and distributors of physical sports and entertainment trading cards. Founded in 1938, Topps has long held licenses to produce stickers, cards, and collectibles for Major League Baseball, NFL, Star Wars, Disney, WWE and more popular properties. In 2021, Topps made waves as one of the first major brands to release official digital trading cards as non-fungible tokens (NFTs).
On February 24, 2021, Topps Digital Studios launched Topps NFT Baseball as the initial demonstration of its blockchain-based collectible card platform. The first release included several iconic moments and players from baseball history commemorated as limited edition NFT cards. Some of the initial launches focused on famous home run milestones, like Barry Bonds’ record-breaking 756th home run. Others spotlighted legendary players like Babe Ruth, Willie Mays and Hank Aaron.
Each Topps NFT Baseball card is a unique cryptographic asset that lives on the Ethereum blockchain. Every card includes visual artwork and metadata detailing the specific player, stat or moment it represents. Because NFTs are secured by cryptographic hash functions, each card carries a verifiable certificate of authenticity and proof of ownership. Owners can display and trade their Topps NFT Baseball cards, knowing they possess the sole authorized copy of that asset.
The debut sale of Topps NFT Baseball cards in late February achieved over $1 million in transaction volume on the OpenSea marketplace in just a few days. Demand showed that mainstream sports collectors were eager to begin acquiring digital memorabilia of their favorite athletes and moments. Over time, Topps plans to expand the NFT program with weekly and seasonal release schedules much like physical trading cards. Future releases will capture current MLB players and continue highlighting baseball’s rich history.
In an interview, Topps CEO Michael Eisner expressed excitement that the company’s classic baseball cards could now reach a new generation of fans digitally. He explained “NFTs are the perfect way to honor iconic baseball moments that have never before been available in digital form.” Eisner noted Topps’ 80-year infrastructure and relationships position it uniquely to lead mainstream adoption of sports NFTs. The launch proved mainstream collectors are willing to actively participate in the emerging blockchain-based collecting movement.
The success of Topps NFT Baseball has spurred the brand to expand into other sports as well. In Q2 2021, Topps released digital trading cards featuring NBA stars like LeBron James, Steph Curry and more through partnerships with the NBA and NBA Players Association. For the NFL, Topps created a Limited Series One NFT drop featuring Tom Brady and other top players. Like MLB, these sets reimagine historic and present-day NFL and NBA highlights as exclusive digital collectibles. By capturing multiple leagues, Topps aims to become a one-stop-shop for official sports-centric NFT collectibles.
While those early 2022 launches were met with enthusiasm, widespread criticisms of NFT environmental impacts threatened mainstream adoption. The energy-intensive Ethereum blockchain commonly used to mint NFTs relies largely on power-hungry proof-of-work validation. As awareness grew, many collectors began demanding more sustainable options. In response, Topps announced plans to migrate future launches from Ethereum to more environmentally friendly blockchains like Polygon and Solana which use less energy-intensive proof-of-stake protocols. By addressing these environmental, social and governance concerns proactively, Topps hopes to sustain long-term growth of its digital collectibles business.
Topps also continues prioritizing rarity, scarcity and real utility to increase long-term value for collectors. For example, limited-edition parallel “1/1” versions allow single owners to possess the sole copy of rare game-used jerseys or other unique artifacts. Topps NFTs also integrate interactive features, 3D assets and potential real-world rewards to enhance collector experiences. For example, digital VIP ticketing or authentication could unlock perks at live games. Such measures improve on the traditional benefits of collecting and encourage communities to form around Topps’ digital SportCoins.
Looking ahead, Topps Digital Studios plans to capitalize on the expanding blockchain-based collectibles economy projected to grow beyond $2 billion by 2025. Additional high-profile IP partnerships will strengthen Topps’ position at the forefront of mainstream sports NFT adoption. Compatibility with open protocols like WAX will promote liquid secondary markets beyond initial sales. IfTopps continues improving prioritizing sustainability while developing real utility for long-tail collectors, its NFT business model has strong potential to disrupt traditional sports collectibles for decades to come. By successfully capturing sports IP and communities through technological innovation, Topps is pioneering a new chapter in digital collectibles and memorabilia.
