The Hundred has announced a new partnership with Topps to produce a bespoke trading card game, Cricket Attax, around the inaugural cricket competition, which starts in July.
Topps, which has previously worked with iconic brands such as UEFA, WWE, Star Wars, Trolls, Minions and SpongeBob, will produce cards featuring every player from the eight new men’s and women’s teams in The Hundred. This is the first time that Topps has created an English cricket collection. The agreement sees Topps become an official licensee of The Hundred.
Each player’s card in the Cricket Attax will feature a series of attributes, ranked between one and 100 depending on their relative skill level, enabling fans to play against each other with cards they collect. The cards use statistics to create a fun and educational game, enabling the development of maths and social skills as well as introducing kids to negotiation and bartering.
Sanjay Patel, managing director of The Hundred, said: “We’re thrilled to be partnering with Topps to create a fun new product that will enable us to reach young people in an exciting and innovative way.
“We have an incredible group of players signed up to play in The Hundred this year and it’s great that they’ll be immortalised through trading cards. The players will provide the explosive entertainment on the field this summer and fans will be able to harness their heroes’ skills to win games against each other away from the grounds as well.”
David Leiner, Global President of Topps Sports & Entertainment said: “It is great to be launching our latest trading card game in partnership with the first year of The Hundred. We’re also very excited to be linked with Dynamos with our unique offering.”
Card packs will go on sale this spring, with participants in Dynamos Cricket – the ECB’s new participation programme for 8-11-year-olds – receiving three cards each week as part of their involvement, featuring an equal split of men’s and women’s players across the eight-week programme.
An estimated 1.5 million children in the UK are collectors of existing Topps card ranges, making Cricket Attax the perfect way to engage our Dynamos audience with the teams and the star players in The Hundred.