When it comes to nostalgia tugging at the hearts of hockey card collectors, the name Topps is as recognizable as the slapshot. Once a titan in the world of hockey trading cards, Topps exited the ice when Upper Deck clinched exclusive rights to the NHL’s trading card license back in the 2003-2004 season. Since then, Topps has been merely a wistful memory for hockey card enthusiasts… until now, with a twist of innovation and creativity.
Enter the latest initiative by Fanatics, the sports retail behemoth that acquired Topps last year. On April 3, they will venture out on a journey back into the world of hockey memorabilia with Topps Under Wraps: Emanate 2024-25. Before you get your hopes up about returning to the days of cracking open packs to find the latest rookies and rare cards, let’s clarify: Topps isn’t diving back in with traditional trading cards as we know them. Instead, they are launching an innovative product that flirts with the classic trading card design but in larger proportions—8×10 autographed photos that resemble what we love about cards, minus the tactile card experience.
These aren’t just any photos; they’re lovingly crafted to emulate the feel of an oversized trading card, front and back, replete with the vibrant artistry of classic card design. As collector and dealer Sal Barry insightfully pointed out in his PuckJunk.com newsletter, they even carry the quintessential photos and statistics on the back, adding a delightful authentic touch.
Topps Emanate photos are designed to be stunning display pieces, each carefully hand-signed, bearing serial numbers and authentication holograms. They are housed in sophisticated magnetic folio cases, accentuating the luxurious feel and presentation of the product. It’s clear from the get-go that this isn’t just about collecting; it’s about owning a piece of art that captures the charisma of hockey’s tradition and modern-day stardom.
For collectors who crave the thrill of the chase, Emanate offers variants that turn up the heat in the hunt for rarities. This lineup includes color variations ranging from Gold (#/50), Orange (#/25), to Blue (#/10), Red (#/5), and a mesmerizing Iridescent (1/1). In the world of sports memorabilia, these variants aren’t merely different colors; they represent levels of scarcity that can tantalize even the most steadfast collectors.
The checklist is impressively star-studded, ensuring appeal across generations of hockey aficionados. Over 70 players spanning all 32 NHL teams make the cut, including both timeless legends and contemporary heroes. Names like Connor Bedard, Auston Matthews, the electrifying Alexander Ovechkin, the ever-dependable Nathan MacKinnon, agile Igor Shesterkin, rising star Macklin Celebrini, and the one-and-only Mark Messier are all featured, promising not just nostalgia but a vibrant living history of the sport.
For those who adore one-of-a-kind treasures, the series also tosses in some rare multi-signed editions. Perhaps the pièce de résistance in this collection is the one-of-one tri-signed photo that boasts not only the signatures of Ovechkin, Bedard, and Matthews but comes inscribed, adding an irresistible allure and a sprinkle of legend to any collector’s trove.
Retailing at $130 per box, each containing one meticulously presented autographed photo, there’s no denying that Topps aims to make a statement. It’s not a budget-friendly shortcut to building a collection, but rather an offering for fans who appreciate the personal artistry tied to each photograph and signature.
So, is Topps back into the hockey card game? It doesn’t quite adhere to what we’ve known as Topps hockey cards, with their piles of rookie cards and base sets. Yet, what they’re doing with Emanate is ambitiously clever—they’re not just diving in headfirst; they’re testing the icy waters, perhaps looking to skate where fan interest grows. Given Fanatics’ control over some of the largest sports licenses, one can only imagine this might just be the tip of an iceberg, heralding a renaissance era for an iconic brand in sport memorabilia.
There’s a sentimental joy in seeing the name Topps grace hockey memorabilia again. It’s a nod to the past wrapped in present-day finesse. Whether Emanate slides into place as a beloved fixture or a sporadic treat, it’s undeniably refreshing to witness a legend make its return to the rink, albeit on a canvas rather than cardboard. And who knows, this might just warm up their engines for a full-throttle comeback, rich in the echoes of past glory and gleaming with future potential.
