Topps has been producing officially licensed Major League Baseball trading cards since 1951, earning them the title of the sport’s longest running issuer. For decades, collecting baseball cards was a beloved hobby for kids and adults alike, with Topps dominating the physical cardboard market. As technology advanced and social media rose to prominence in the 2000s and 2010s, Topps recognized the need to adapt their business strategy to the digital age.
In 2009, Topps launched its first official Twitter account @toppscards as a way to engage directly with card collectors and fans online. The move was an important initial step for the brand to establish a social media presence and generate buzz around new releases in the rapidly changing media landscape. While physical card sales continued, the addition of Twitter and other platforms allowed Topps to better promote sets, preview unreleased content, and interact with consumers in real-time.
One of the earliest and most popular Twitter activities for Topps was hosting virtual card breaks, where they would “open” virtual packs of the latest sets and post photos of rare hits and inserts online for fans to see in real-time. This offered an exciting alternative for those not able to purchase physical boxes and packs, generating anticipation and serving as free marketing. Topps would also occasionally run Twitter contests, giving away chase cards, autographed memorabilia, and other prizes to randomly selected followers.
As the brand became more established on social media, Topps expanded their presence beyond just @toppscards to launch specialized Twitter accounts dedicated to specific sets, players, and events. For example, @toppsarchives focused on their retro and heritage lines while @toppsnow spotlighted current seasons and rookies. Brand partnerships like @bunt and @toppsapps helped promote the company’s digital card games. Individual star players even received @topps Twitter accounts of their own as mini marketing extensions.
This strategy of segmented, niche Twitter accounts allowed Topps to drill down into different collector demographics and interests. It also opened the door for more creative content tailored to each subset of fans. For example, the @toppsarchives handle would regularly post historical card trivia, obscure stats from past eras, flashback photos from the company’s archive, and online-only “card” creations using public domain images from newspapers and magazines.
Twitter proved especially helpful for Topps when breaking brand new sets and products. They could generate early excitement through exclusive preview photo reveals, and field collector feedback that sometimes prompted tweaks before official release. The 2016 Topps Now real-time printing initiative found much of its intended audience via Twitter updates announcing the day’s “hits” that could be redeemed for cards with autographs or memorabilia.
But perhaps Topps’ greatest social media success story is the rise of Allen & Ginter on Twitter. Originally a niche heritage set with unique Victorian-era design themes, @AllenGinterCards started out small but found a devoted following through quirky historical tidbits, obscure card trivia, and charming retro aesthetic. Over time it grew into one of Topps’ strongest non-sports brands, proving there was demand for creative, non-traditional collecting experiences – something well-suited for the fun, casual vibe of the platform.
Topps also used Twitter as an outlet during the COVID-19 pandemic of 2020, when physical product was disrupted. They stayed connected to collectors through virtual breaks of older wax, behind-the-scenes photos from empty stadiums, motivational sports messages, and lighthearted memes. Special social mediaParallel initiatives like the Topps baseball team Twitter accounts, athlete Twitter takeovers, and NFT projects have further expanded the company’s digital reach in recent years.
And through it all, Topps Community Managers have worked tirelessly to foster two-way dialogue on Twitter, answering questions from collectors, resolving customer service issues, and taking feedback to improve the overall fan experience. Though physical cards will likely never be replaced, Twitter undeniably helped Topps enter the digital card collecting era and introduce baseball cards to a new generation through social. It’s been integral in keeping the brand relevant and culture evolving alongside ever-changing technology and media habits. For an iconic company with heritage dating back 70+ years, that ongoing adaptation has been key to sustaining long-term success.
The story of Topps on Twitter shows how a traditional sports/entertainment brand was able to not only survive but thrive in the modern era by embracing new digital platforms and creatively engaging audiences online. What started as a single account promoting new releases has grown into a vast interconnected social universe constantly publishing fresh content. Along the way, it helped reignite passions of longtime collectors while also recruiting whole new demographics. For any business seeking to connect deeper with fans, Topps’ journey serves as an insightful case study on the power of social media evolution and community-driven engagement.
