CNN —. The trading card industry has taken a turn for the worse — quite literally. Topps, the trading card division of Fanatics, is teaming up with the Westminster Kennel Club to launch a series of inserts called “Stars of the Show,” showcasing champion dogs ranging from Sage the Miniature Poodle to Trumpet the Bloodhound. This release will also feature relic cards, which are particularly sought-after by collectors as they include small pieces of memorabilia, like wood from a used baseball bat or fabric from a worn jersey. Topps’ “Stars of the Show” relics will include genuine cut-up sections of the winning dog’s “Best in Show” ribbon. Even more uncommon are the seven unique cards featuring the handler’s purple winner’s lapel completely embedded in the card. “The cards encapsulate a moment and link you to a hero,” stated Clay Luraschi, Topps’ senior vice president of product. “Heroes take many shapes, and in this instance, they are champion dogs.” The partnership with Topps highlights Westminster’s intention to leverage the influence of fandom that fuels the sports trading card market. According to AdAge, Fanatics reported that in 2023, it earned $1 billion in revenue, with $640 million coming from baseball cards following its acquisition of Topps. It’s not uncommon for dogs to be featured on trading cards; for instance, some baseball cards from the late 1800s showcased star players with their canine friends.
