Culture is simply a shared way of doing something with passion.
Our culture is the foundation for our company… The thing that will endure for 100 years, the way it has for most 100 year companies, is the culture. The culture is what creates the foundation for all future innovation. If you break the culture, you break the machine that creates your products.
"The most delicate balance we deal with is keeping the traditionalist card collectors happy while growing the consumer base and appealing to a younger market," said Zvee Geffen, brand manager at Topps for Major League Baseball, Major League Soccer and the English Premier League. "We’ve found that younger age groups, 12-24, are very interested in Major League Soccer and advanced analytics that provide more insight into the game."
While baseball is still king at Topps, which has been in business since 1938, football is a solid second, with soccer showing the most potential for growth. The New York-based company is in the second year of a six-year pact with MLS, which, according to Geffen, “is very strong in some demographics that are very appealing.”
Topps this year is ramping up an alliance with Bloomberg Sports to put analytical statistics on the backs of soccer cards that drill down into such areas as goal percentages and passing efficiency.