Indiantelevision.com Team

(18 June 2011 11:55 am)

MUMBAI: Topps has announced that Cricket Attax, the Indian premier League's (IPL)’s official trading card game, has sold over three million units.

The Topps Company, which owns the Match Attax trading card game brand,launched the Indian and cricket version christened as ‘Cricket Attax’. The trading card game saw participation of more than 15000 kids through the ‘Cricket Attax’ championship which ran parallel to the cricket matches played in the stadiums.

The trading card game was available in locations such as McDonald’s, Hamleys, Reliance TimeOut, Planet M, Big Bazaar and Landmark stores, some of which were the location for the ‘Cricket Attax’ championship.

The company launched its collection with the biggest media plan on kids channels for any toy company this season which reached 80 per cent of the targeted audience in the 4 to 14 age group and garnered over a thousand GRPs.

The first edition of ‘Cricket Attax’ itself reached out to 50,000 families in 80 cities and sold three million units.

IPL chairman Chirayu Amin said, “As a tournament we all know that IPL has been hugely successful and has been patronized by men, women and kids. But the introduction of Cricket Attax gives the tournament a new dimension – it gets kids to engage with each other using the cards when they are not watching the game on TV. Cricket Attax is the official trading card game of the IPL and in the coming years we are confident it will reach many more kids”.

Topps International VP, Group MD Chris Rodman, who set up the Topps Indian business based in Mumbai, said, ”India presents a significant driver for Topps future global growth given India’s love of cricket and the IPL, the proliferation of media, an ever increasing level of disposable income and a consumer who embraces new categories of business such as collectables."