Topps Celebrates the Community of Card Collectors for International Trading Card Day

There’s a trading card category for every type of fan. In promotion of International Trading Card day on August 5th, Topps (part of Fanatics Collectibles) is launching a targeted ad campaign from SuperHeroes NYC that celebrates hobby shops and the collectors who love them.

SuperHeroes NYC discovered research that identified over 27 different types of card collectors. They selected three actual collectors for the campaign, to showcase the culture of card collectors beyond the more well-known types of cards.   

One ad takes us inside the home of a collector who goes for the best of everything, be it the ultimate coffee maker to a room dedicated to carefully protected cards of some of sports 'greatest of all time' figures. Then there’s the collector of only refractor cards who even dresses in bling-inspired clothing, and the Mom who is ‘bribing’ her kids to eat their broccoli with the reward of opening a pack of their favourite cards. 

“This new campaign is representative of a growing trend to hyper-target distinct communities and individuals,” explained Rogier Vijverberg, founder and chief creative hero at SuperHeroes. “There is a wide-ranging array of individuals who are devoted collectors of trading cards of all types and this work celebrates what drives their collections.”

The advertising can be found on social channels including Facebook, Instagram and YouTube. The campaign also includes a physical tool kit for Hobby Shop owners that provides social content for them to utilise to promote International Trading Card Day, an event created to celebrate hobby shops. Even in today’s digital age, hobby shops are instrumental to those who collect trading cards.