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TOP TRUMPS


Anatomy of a blockbuster toy:


SINCE LANDING in the 1970s, Top Trumps has become a card game craze, selling over 80 million packs worldwide with topics spanning everything from The Simpsonsto One Direction, dinosaurs to football stars. The game has been a hit in almost every corner of the globe, and you can find Top Trumps in Britain, Germany, USA, Poland, the Middle East, Australia, New Zealand and South Africa. Players win rounds by choosing a card’s best stat and Winning Moves believes


kids could now play Top Trumps with their favourite movie or TV show characters. Over the years, Top Trumps has produced literally hundreds of different titles with hundreds of different licences – in short, whatever the kids are into – so are we.”


And whether it’s deciding on the Brute Strength of a Simpsons character or listing the Defence rating for a Manchester United winger, the Top Trumps team takes the stats of the games very seriously.


It’s a game that can level parents and their children, and they can take it with them anywhere they go. Mark Hauser, Winning Moves


Billy Langsworthy talks to Winning Moves UK commercial director Mark Hauser about one of the biggest card crazes to ever hit the toy industry, and why with online, digital and mobile expansion on the horizon, Top Trumps is going nowhere


the recent success of the game stems from the plethora of licences and topics covered by the brand. “Top Trumps is the


game that brings everyone’s favourite subjects to life,” says Mark Hauser, Winning Moves UK commercial director. “Top Trumps took off in the 1970s with packs on planes, cars and footballers. The popularity of Top Trumps skyrocketed at the turn of the century, when it was re-launched with more topics and the hottest licences. “As well as classics like Supercars and Dinosaurs,


64 January/February “Because our cards are full


of facts and stats, it’s imperative that the research is spot on but also important that the tone of the pack is compatible with the brand or licence we are working with,” adds Hauser. “We pride ourselves on


working closely with licensors to ensure our packs are genuine, accurate and full of interesting nuggets of information on the subject matter.” And when pressed on why


Top Trumps have been a hit at retail, it all comes down to a cocktail of price, popular licences and listening to what retail wants.


www.toynews-online.biz


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