Ira Friedman, Topps Vice President Publishing and New Product Development, saw the recent comments on retailer exclusives on card game products including Topps' The Dozens (see 'Rich Biedrzycki of Dreamland on CCG Retailer Exclusives;' 'Bob Cosner of Bob's Baseball Cards, Comic & Gaming on CCG Exclusives;' and 'Pat Fuge of Gnome Games on The Dozens at Blockbuster'), and sent in this explanation of Topps' strategy:

I read with interest the comments about the recent Topps announcement that the company will be initially distributing The Wayans Bros.' The Dozens card game through the Blockbuster video chain.

Let me preface my remarks by saying that, as one with a 25-year track record of creating many products that cater to comics shops and their customers, I am very sensitive to the needs of the hobby market.

In the specific situation regarding our humor-based card game, The Dozens, we certainly consider the hobby to be an important part of the mix.  While we have provided Blockbuster with a 60-day exclusive, this arrangement is not intended to undermine its hobby support.  Frankly, we believe such an approach can actually enhance the product's appeal throughout the hobby community.

The Wayans Bros. is a highly recognizable 'brand' in the video store environment.  Their movies have generated many millions of dollars in video/DVD sales through outlets such as Blockbuster.  When Blockbuster first heard about The Dozens, they jumped at the chance to support it in a big way, throughout more than 3,500 locations.  Their program encompasses elaborate point-of-purchase merchandising, in-store video programming, their own print advertising in video-gaming magazines and more.

In other words, we believe Blockbuster is going to put The Dozens on the map by creating huge awareness among young consumers.  It seems to us that, in exchange for such a concerted, nationwide campaign of support, an exclusive -- limited to 60 days -- is not only reasonable but also will provide a meaningful benefit to every retailer who subsequently gets their hands on this product.

Currently we are in the process of sending order solicitations to the hobby marketplace and will have hobby product available for on sale beginning August 1st.  At the same time, we will commence with a nationwide 'street team' program to bolster further visibility for The Dozens cards.  (Note that these grass-roots efforts begin after the Blockbuster exclusivity window is no longer in effect.)  While the first phase of this activity will begin in major urban markets, such as New York, Los Angeles, Chicago, Boston and Detroit, we intend to expand these efforts elsewhere. Dedicated street teams will be spreading the word, sampling product, letting consumers know where they can purchase the cards - including the locations of nearby comics and card shops.  Print advertising promoting The Dozens will also commence at that time, featuring a campaign in Wizard magazine.