EXCLUSIVE FIRST LOOK: Topps prepares 2012 Gold Rush wrapper redemption program

By Chris Olds | Beckett Baseball Editor

Next year’s Topps baseball card set will be all about gold, and the company unveiled another aspect of its flagship product line’s hued focus exclusively to Beckett Media on Wednesday.

It’s the 2012 Topps Gold Rush.

While there will  be actual gold found in dem der packs, there also will be Gold Rush cards next year as part of a wrapper redemption program done in conjunction with the MLBPA. It goes along with the online Golden Giveaway, which requires code cards found inside packs and, of course, can found along with cards that contain real gold.

“These images do not do the card justice,” said Topps Director of Sports Brands Clay Luraschi. “These will be full-coverage gold-foil stamped.”

The Gold Rush cards will be just one part of the Gold Rush promotion. Randomly inserted into Series 1 packs will be Magic Gold Rush tickets, which will unlock a “gold-infused autographed baseball” — each signed by Hank Aaron, Willie Mays and Ken Griffey Jr.

The Gold Rush cards will be found in a wrapper redemption program. While more details are still to come, the five-card packs will have autographed versions of the cards randomly inserted into them. The Gold Rush set itself will consist of 50 cards.

As part of the promotional push, Topps will provide participating HTA card shops with promotional kits and “unique tools to create excitement and support the launch” as long as the shops sign up for the program by Friday by requesting information via email at goldrush@topps.com.

Chris Olds is the editor of Beckett Baseball magazine. Have a comment, question or idea? Send an email to him at colds@beckett.com. Follow him on Twitter by clicking here.