NEW YORK Independent Cenergy in East Aurora, N.Y., has been tapped on a project basis to help introduce the Major League Baseball version of Fathead Tradeables, high-quality 5-by-7 inch vinyl images of MLB stars.
Unlike traditional baseball cards or stickers, the images both adhere to, and can be removed from, hard surfaces, and are customizable by fans, players and sponsors. The National Football League version of Fathead Tradeables bowed last year. The products are offshoots of the Lavonia, Mich.-based client’s core product line, “life-size wall graphics” of athletes and logos that can sell for as much as $100.
The promotional budget was not disclosed. Fathead had previously worked with the New York office independent shop Wieden + Kennedy on some ad efforts.
Cenergy managing partner John Cimperman said adding the business gives his shop — already well-versed in sports marketing — a chance to tout a “fresh promotional item” in a category that has in recent years seen few innovations.
The shop works for MLB and the National Hockey League, as well as for teams including the Toronto Blue Jays, Cleveland Cavaliers and Pittsburgh Penguins. The agency also handles assignments for Comcast and TBS.
Cavaliers owner Dan Gilbert also owns Fathead.