The Texas Trade wall was a major touchpoint. Fans could use it to trade older cards for newer ones from Topps.Photo: Courtesy of MKG
ARLINGTON, TEXAS—Some of the best players in the MLB weren't the only ones making plays at the 2024 MLB All-Star Game in Texas. At a brand activation inside Choctaw Stadium, fans of all ages were making plays of their own—with trading cards.
During All-Star Week, which took place July 12-16, trading card and collectibles company Topps teamed up with MKG for an experience that gave baseball fans an interactive space to explore and learn more about the iconic pastime of collecting and trading player cards. The activation was also meant to promote Topps' release of its new All-Star trading cards, Series 2.
"We used that as inspiration for how Topps was going to come to life," says Alison Gerali, senior producer for MKG. "We incorporated the neons and other colors from the Series 2 packaging, while also having hints of the Topps brand colors as secondary colors. We also incorporated corrugated metals and mesh metals of batting cages."
Significant touchpoints throughout the activation included a neon “Texas Trade” wall in the shape of the Lone Star State, where fans could swap out old trading cards for new ones from Topps; the "Collector's Corner," a locker room-themed area complete with authentic-looking pro lockers that were filled with fun collecting facts and terminology to educate new traders; and the "Batter's Box" photo booth.
Gerali says her personal favorite touchpoint was the Collector's Corner. "One of the major KPIs was education and teaching younger baseball fans what the different types of cards mean," she says. "We used this area as a gallery moment and an educational piece. It was engaging, and so many people enjoyed it and seeing what lay behind each locker."
The most challenging part of producing the activation? The heat. "I think our biggest lesson learned is understanding the weather conditions and long hours and how to mitigate that to keep brand ambassadors comfortable, lively, and engaging all day," Gerali says. "The heat worked against us for sure."
But that didn't stop the success of the event. An estimated 16,000 fans came through the activation throughout the weekend. Visitors were eager to participate in a famous Topps Pack War, where everyone is given a free pack of cards to break open at the same time and search their cards for certain statistics, like the tallest player or who has the most home runs, to earn prizes. "It feels like an auction house," Gerali says with a laugh of the Pack Wars atmosphere.
"There really are collectors out there, and it's something that's passed down from generation to generation," Gerali concludes. "It was cool to see and be a part of that community and help provide that platform for fans to connect and exchange their cards."
Keep scrolling for more details and photos inside the MLB All-Star Game Topps activation...
