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Topps set to produce Indian Premier League cricket products

Topps Vice President Chris Rodman (left) with IPL Chief Executive Sundar Raman (center) and Topps CEO Ryan O'Hara celebrate the Topps-IPL deal.

Topps is taking yet another step in establishing its presence globally.

Its next venture? Professional cricket collectibles.

Topps announced Friday that it joined forces with the Indian Premier League to launch a range of new products for the IPL beginning in 2011.

Topps will produce stickers, albums and trading cards that will be sold both at retail and online. A substantial marketing campaign is planned that includes television and sampling initiatives as well as a nationwide “Game Play demonstration tour” to help children learn how to play and swap their IPL collectibles.

“This alliance with Topps – the world leader in collectibles, is part of our effort to actively engage IPL fans across multiple platforms,” said Sundar Raman the IPL’s Chief Operating Officer. “Collectable trading cards are an integral part of any fan experience globally and through this partnership we are happy to introduce Indian fans to this unique and exciting global concept.”

Topps Chairman Michael Eisner noted that the model for the IPL products is one that has been successful in other areas as well.

“Topps trading cards and stickers are, around the globe, an integral part of the history and heritage of many sports,” he said. “Our relationship with the IPL today marks the start of a new era for IPL cricket fans that will enable them to connect with their sport, their team and their heroes through the medium of Topps products. The IPL is the most successful and exciting sports league to have been launched in the last 20 years, and I am thrilled that Topps will be part of it”.

Topps’ global distribution network has been busy overseas with other internationally fueled sports lines, most notably its English Premier League Match Attax trading cards, which it touts as the world’s most successful sports trading card.

This deal adds to a sports portfolio that already includes Germany’s Bundesliga football, Italy’s Serie A football and of course, Major League Baseball and World Wrestling Entertainment.

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