Fanatics, the sports merchandise company which handles the sales and distributions for all MLB team online shops, has purchased the famous trading card manufacturer Topps, which has been around for more than 70 years.
The deal gives Fanatics the rights to Topps’ sports and entertainment divisions and according to Yahoo, the acquisition is for $500 million.
The deal includes all parts of Topps’ worldwide trading cards and collectibles business, both the physical and digital divisions.
“With trading cards and collectibles being a significant pillar of our long-term plans to become the leading digital sports platform, we are excited to add a leading trading cards company to build out our business,” Fanatics CEO Michael Rubin said in a statement.
“Their iconic brand, commitment to product excellence and passionate employees worldwide will allow us to immediately serve our league and players’ association partners and our fans.”
All of the approximately 350 global Topps sports & entertainment employees will become part of Fanatics Trading Cards.
Fanatics Trading Cards was launched in 2021 after the company agreed to multiple long-term trading cards rights from some of the top sports leagues and players’ unions, including MLB, the Major League Baseball Players Association (MLBPA), the NBA, the National Basketball Players Association (NBPA) and National Football League Players Association (NFLPA).
The deal also allows Fanatics Trading Cards to immediately design, manufacture and distribute MLB and MLBPA trading cards, as opposed to the original combined start date of 2026.
In addition, the purchase of Topps gives Fanatics the rights to Formula 1, MLS and international soccer leagues.
Topps began launching NFTs in 2021
Along with acquiring a world-famous trading card brand, Fanatics is also dipping into the NFT (non-fungible token) market more with the acqusition of Topps.
Last year, Topps began to produce and sell NFT card packs in a partnership with MLB and MLB Players, Inc.
Among the variety of digital cards in the NFT packs that were sold include motion graphics, nostalgic card templates and other digital flourishes.
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