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1 Hobby Only Product Release Sales Plan STAR WARS Journey To THE FORCE AWAKENS Trading Cards Hobby - April 2015
2 Agenda Product Support Plan Launch Details 2
3 Topps Star Wars Journey To The Force Awakens will help bring fans of all ages back to Topps trading cards by leveraging a mix of classic and new content. Star Wars: Journey To The Force Awakens (182 total cards) (110) Base Cards on 24-point Heritage stock exploring key characters and plot points from the first 6 films plus new content from Star Wars: The Force Awakens all on the iconic Blue Starfield card design. (72) Insert Cards (2 per pack) including: (18) Character Stickers (9) Retro Style Material Stickers (9) Character Silhouette Foils (9) Evolution of the Lightsaber (9) Concept Art (9) Blueprints (9) Behind the Scenes 9 Parallels add chase and depth to the base set Jabba Slime Green Starfield (1per pack) Black Starfield (1:2 packs) Death Star Silver (1:4 packs) Lightsaber Neon Starfield (1:6 packs) Battle Damaged Design (1:12 packs) Hoth Frosted Ice (numbered to 150) [HOBBY ONLY] Gold Starfield (numbered to 50) [HOBBY ONLY] Hologram Foil Starfield (numbered to 25) [HOBBY ONLY] Red Imperial Guard (numbered to 1) [HOBBY ONLY] 3
4 Star Wars Journey To The Force Awakens will include great hits for the engaged collector. Star Wars Journey To The Force Awakens is loaded with Hits! Hits add value for collectors Autographs Base Autograph Silver Parallel (# to 50) [HOBBY ONLY] Gold Parallel (# to 10) [HOBBY ONLY] Red Imperial Guard Parallel (# to 1) [HOBBY ONLY] Dual Autographs [HOBBY ONLY] 4 Combinations (# to 3) Triple Autographs [HOBBY ONLY] 2 Combinations (# to 5) 2 Hits Per Hobby Box! Sketch Cards Sketch cards from fan demanded artists Patch Cards Featuring characters from Star Wars: The Force Awakens Buyback Cards stamped with Journey To The Force Awakens logo Printing Plates Base Printing Plates (approx. 700) [HOBBY ONLY] Signed Printing Plates (4 per subject) [HOBBY ONLY] 4
5 Base cards showcase characters and storylines from the first 6 Star Wars films plus content from The Force Awakens on the iconic Blue Starfield border first used on our 1977 cards. Base Card Examples All base cards feature 24 point Heritage stock 5
6 Nine parallels add depth of chase to the Base Cards. Five parallels are based on insertion rates. Four are fixed quantity. The first 3 parallels are based on insert rates. These 3 parallels include: Jabba Slime Green Starfield (1per pack) Black Starfield (1:2 packs) Death Star Silver Starfield (1:4 packs) Jabba Slime Green Starfield Black Starfield Death Star Silver Starfield 1 per pack 1:2 packs 1:4 packs All base card parallels feature 24 point Heritage stock 6
7 Nine parallels add depth of chase to the Base Cards. Five parallels are based on insertion rates. Four are fixed quantity. The next three parallels include: Lightsaber Neon Red Starfield (1:6 packs) Battle Damaged Starfield (1:12 packs) Hoth Ice Foil Starfield (# to 150) [HOBBY ONLY] Lightsaber Neon Red Starfield Battle Damaged Starfield Hoth Ice Foil Starfield 1:6 packs 1:12 packs # to 150 All base card parallels feature 24 point Heritage stock HOBBY ONLY 7
8 Nine parallels add depth of chase to the Base Cards. Five parallels are based on insertion rates. Four are fixed quantity. The final three parallels are all fixed quantity and include: Gold Starfield (# to 50) [HOBBY ONLY] Holographic Foil Starfield (# to 25) [HOBBY ONLY] Imperial Guard Red Starfield (# to 1) [HOBBY ONLY] Gold Starfield Holographic Foil Starfield Imperial Guard Red Starfield # to 50 # to 25 # to 1 HOBBY ONLY HOBBY ONLY HOBBY ONLY All base card parallels feature 24 point Heritage stock 8
9 Insert cards leverage characters and imagery from Star Wars: The Force Awakens and connect to classic films. Character Stickers: Stickers of characters from classic films and The Force Awakens Material Stickers: Retro-style material stickers designs from The Force Awakens Character Stickers Material Stickers FPO Images: Actual Cards will contain Star Wars: The Force Awakens & classic content 9
10 Insert cards leverage characters and imagery from Star Wars: The Force Awakens and connect to classic films. Character Silhouettes: Star Wars: The Force Awakens Character silhouettes on Rainbow Foil cards Evolution of the Lightsaber: An exploration of the iterations of lightsabers belonging to Jedi & Sith Concept Art: Classic Ralph McQuarrie concept artwork Character Silhouette Rainbow Foils Evolution of the Lightsaber Concept Art FPO Images: Actual Cards will contain Star Wars: The Force Awakens & classic content 10
11 Insert cards leverage characters and imagery from Star Wars: The Force Awakens and connect to classic films. Blueprints: Blueprints and schematics of important ships from the Star Wars galaxy Behind The Scenes: Classic orange bordered cards featuring behind the scenes across films Blueprints Behind The Scenes FPO Images: Actual Cards will contain Star Wars: The Force Awakens & classic content 11
12 Journey To The Force Awakens will contain fantastic autographs from first-time signers and 3 all new parallels! Base Autographs: from classic and new Star Wars actors including several first-time signers Silver Autograph Parallels: autograph parallel numbered to 50 [HOBBY ONLY] Gold Autograph Parallels: autograph parallel numbered to 10 [HOBBY ONLY] Imperial Guard Red Autograph Parallels: 1:1 actor autographs [HOBBY ONLY] Base Autograph Silver Gold Imperial Red # to 50 # to 10 # to 1 *Autograph subjects not final 12
13 Dual and Triple Autographs drive chase and value for collectors, offering unique combinations. Dual Autographs: Featuring key duos from the classic films and Star Wars: The Force Awakens Triple Autographs: Featuring Harrison Ford, Mark Hamill, and Carrie Fisher. DUAL AND TRIPLE AUTOGRAPH CARDS ARE HOBBY ONLY Dual Autographs Triple Autograph *Autograph subjects not final 13
14 Sketch Cards and Patch Cards drive collectability and add value for collectors. Sketch Cards: Sketch cards by top artists within the Star Wars universe Patch Cards: Featuring artwork from The Force Awakens Sketch Card Example Patch Card Example Topps Star Wars Masterwork Sketch Card Topps Star Wars 3D Widevision Return of the Jedi Patch Card 14
15 Printing Plates and Autographed Printing Plates add value for Star Wars collectors. Printing Plates: Printing Plates used in the production of Star Wars Journey To The Force Awakens Autographed Printing Plates: Autographed plates from the production of autograph cards PRINTING PLATES AND AUTOGRAPHED PRINTING PLATES ARE HOBBY ONLY Printing Plates Autographed Printing Plates 15
16 Buyback Cards will excite original fans of Star Wars and provide value for Star Wars collectors. Buyback Cards: Cards from the original 1977 Topps Star Wars set stamped with the Journey To Star Wars: The Force Awakens logo. Original 1977 Topps Star Wars Buyback Cards 16
17 Agenda Product Support Plan Launch Details 17
18 Star Wars: Journey To The Force Awakens will have strong awareness driving plans across Print, Digital, Social Media, Contests and Fan Site Partnerships. Full Page Print Advertising Marvel Star Wars Comic, Star Wars Insider, trade publications Digital Drive Official blog and article on StarWars.com (Fall) Feature articles on popular Star Wars websites such as Rebelscum.com, Jedi News and TheForce.net (Fall) Online coverage across the fandom (Fall) Giveaways on various fan sites (Fall) Social Media Facebook preview to drive hobby pre-orders (April) Facebook updates and giveaways (Fall) Facebook, Twitter and Instagram coverage and contests, reaching over 200k collectors (Fall) Case Break & Giveaway on Topps Youtube Channel (Fall) Trade Marketing Hobby Posters and Promo Cards (Fall) 18
19 Topps Star Wars has extensive marketing to drive awareness and keep fans engaged throughout Print Advertising Marvel Comic, Star Wars Insider Digital Advertising Marvel.com, Key Blog Sites StarWars.com Feature Articles Trade Marketing Hobby Posters & Promo Cards Social Media & Website Facebook, Twitter, Blasts Influencer Sampling Reviews on Blogs & Youtube Promotional Events Comic Cons & SW Events Fan Site Coverage Major Star Wars News Sites 19
20 Agenda Product Support Plan Launch Details 20
21 Product Content Hits In Store: Fall 2015 Hit Rates Hit Patch Cards (8 varieties) Buyback Cards Sketch Cards Standard Autographs Silver Autograph Parallel Gold Autograph Parallel Imperial Red Autograph Parallel Double Autograph Triple Autograph Printing Plates Autographed Printing Plates Insertion Rate 3 subjects per patch 500 in Hobby Approx. 8,000 total Approx. 40 subjects 50 per subject 10 per subject 1 per subject 4 subjects x 3 each 2 subjects x 5 each 700 total 4 per subject *Hit quantities not final 21
22 Product Content Inserts & Parallels In Store: Fall 2015 Inserts Blended insert rate of 2 per pack Parallel Rates Insert Parallel Insertion Rate (18) Character Stickers (9) Character Silhouette Foils (9) Retro Style Material Stickers (9) Evolution of the Lightsaber (9) Concept Art (9) Blueprints (9) Behind The Scenes Jabba Slime Green Starfield 1 per pack Black Starfield 1:2 packs Death Star Silver Starfield 1:4 packs Lightsaber Neon Red Starfield 1:6 packs Battle Damaged Starfield 1:12 packs Hoth Frosted Ice (Hobby Only) # to 150 Gold Starfield (Hobby Only) # to 100 Hologram Starfield (Hobby Only) # to 50 Red Imperial Guard (Hobby Only) # to 1 *Hit quantities not final 22
23 Product Content Skus In Store: Fall 2015 SKU Hobby Single Pack (6 cards per pack) Hobby Box (24 packs per box) SRP $3.99 $95.99 *Hit quantities not final 23
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