Topps Project 2020
Product · 2020
Topps' artist-designed baseball cards brought in over $38 million in reported net sales.
Topps
@Topps · Mar 25, 2020
2️⃣0️⃣ cards. 2️⃣0️⃣ artists. 1️⃣ year-long collection. Collaborating with a cast of 20 artists from around the globe, Topps is visually reimagining the baseball cards that have defined generations. OUT NOW 🔗: ow.ly/Cec950yVC8Z
Spread Score
How it worksNumbers
- Peak proxy date
- Week of May 25, 2020
- Mar 25 ’20 to Week of May 25, 2020
- Platforms
- 4
- Started on Open web
- Origin
- Seeded
- Toys & collectibles
How it spread
Trace the originTopps sold artist-made cards through timed online windows. Artist promotion, Twitter debate and resale coverage widened interest. Print runs surged in late May, then prices fell. Topps reported over $38 million in fiscal 2020 net sales.
Proxy date; not a directly measured attention peak. Some dates are known only to the week, month or year.
Timeline (16)
March 2020
MLB.com precursor · Mar 24 ’20
MLB previewed the artist collaboration before the first cards went on sale.[1]
April 2020
Collectors Universe members backlash · Apr 1 ’20
Collectors compared purchases and objected to the cost of completing the set.[4]
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Do this
- 1Give serial launches a predictable release time and a clear way to follow them.
Every number (10)
- Ichiro by Ben Baller #1, owner print run repeated by SCI“Baller (PR: 1,334)”1.3K[8]
Press (2 outlets)
- May 21, 202057 days in
ESPN · When baseball cards become pop art: Inside the Topps 2020 Project
You’ve seen 1 of 3 steps, 1 of 10 numbers and 1 of 2 outlets. Pro opens the rest, with all 16 sources.
