Topps has launched a selection of Star Wars trading cards to coincide with the opening of the latest film in cinemas.
The company has teamed up with theatrical exhibitor Cineworld to give away a set of Star Wars: The Rise Of Skywalker trading cards free to anyone who went to see the movie on its opening weekend.
Topps’ launch strategy was timed around the film’s opening – the final in the current series of Star Wars films made its debut on 19 December.
The packs were backed by details of the Topps range and offered up to two exclusive cards.
They were available across Cineworld’s UK outlets, which, at more than 120 sites and with a 24% market share, is the biggest theatrical chain in the country.
Topps marketing manager Anup Dave said: “We gave away hundreds of thousands of packs. It was all about getting product into the hands of fans.
“We hope it helped drive traffic into retail.”
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The company began planning the promotion in the summer. Dave said: “It’s taken us six months to put together.
“Cineworld has been brilliant, we’ve spent a long time trying to work out the volume needed.”
The Cineworld activity was part of a launch campaign that will include a giveaway with Toxic magazine in the issue due on 8 January.
Topps has enlisted the support of Star Wars fan sites and more for competitions and other elements, such as YouTube videos.
The trading card packs are priced at £1, the multipacks are priced at £5 and tins retail at £12.
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