Fanatics and Topps' Customers Are Aging. How the Brands Are Reaching New Demos

Millennial athlete retirements and Gen Z NIL deals help trading card brands like Bowman market to both new generations and die-hard collectors

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Topps and parent company Fanatics aren’t saying it explicitly, but their recent trading card offerings reflect an unavoidable truth: Millennial sports fans are getting old.

Born between 1981 and 1996, the most wizened millennials will be 43 this year. They’ve already watched Peyton and Eli Manning go from champion quarterbacks to personalities and pitchmen, and Mia Hamm, Julie Foudy and Abby Wambach go from U.S. World Cup soccer icons to part owners of the National Women’s Soccer League’s Angel City FC.




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