Mint Musings: An Eye Towards the Future – At the Industry Summit earlier this year, multiple leaders in the hobby spoke on a panel. One of the topics brought up concerned the engagement of children in the hobby. At the National Sports Collectors Convention, I found myself encouraged by a rather large amount of children at the show compared to what I’ve seen in the past. Both instances, combined with numerous accusations that the hobby is dying with no future beyond the current generation of older collectors, has had me wondering just where the trading card industry is headed.
It also got me wondering about the responsibility of the current hobby generation towards helping to usher in the next era of collectors. Just like our predecessors helped shape the hobby to be what it is today, we as a whole are shaping the future. As it sits now, that future is murky at best. Whether it’s due to rising product costs, overproduction or a much more convoluted technological picture, the hobby has come under threat.
The technological aspect is possibly the most concerning. With all the options that today’s generation, has as its disposal, it’s considerably harder to entice anyone with tiny pieces of cardboard that don’t offer much interaction besides opening a pack. Dave and Adam’s Card World CEO Adam Martin phrased it like this, “Cards have a hard time competing with modern technology and frankly that won’t change. That means the collectors of tomorrow need to be engaged.”
Alix Langlais, owner of IDeal Cards in Connecticut, echoed similar sentiments. “With all the options and hobbies kids have now (including the internet and video games), the leaders really need to take a look at the hobby and figure out how to keep/attract more kids to the collecting world. Without the “next generation”, the hobby will be in trouble. I’ve actually heard rumblings in the hobby that the collecting era is nearing its end.”
I think part of the solution can be achieved by being as honest and informative with collectors as possible. This is especially true of novices to the hobby or people re-engaging in it after a layoff. Since starting Mint Condition, one of the biggest shocks to me has been just how unaware people are of the advancements in the card market. This is especially true of memorabilia cards. They have been getting inserted into packs for close to 30 years, but it seems that it’s escaped the notice of even those who used to collect.
Whether it’s educating people on how much the hobby has changed or even fully informing them of the risk/reward nature of today’s pack-ripping experience, it’s important to give people all the information we can.
Thankfully, this is something that is considerably easier to achieve than it used to be. Whether it’s hobby media like Beckett or new informative programs from the manufacturers like Topps Talk, or even GoGTS, there are now more resources than ever to discover what the trading card world has to offer. Many of the companies, including Panini and Topps also host online photo galleries or video blogs of box breaks to show collectors what they can receive.
Another part of this responsibility takes the form of is simple good old-fashioned kindness and having a general
appreciation and understanding of customers. Whether it’s shop owners who keep random free cards or candy handy to give to children or even just setting up an area in the store where collectors can congregate and feel welcome, positive interaction is an absolute must. With everything the internet has to offer today’s collector, they have to have a reason to make the trip to a card shop. The best store owners I know still thrive in the marketplace because they’ve been able to make their customers feel like family and treat them as such.
Blowout Cards’ Matt Thomas put a little more emphasis on the responsibility of today’s trading card manufacturers. When asked about this, he replied, “I feel as though manufacturers need to be conscious of the mindset of an average 21st century consumer and online group breaking participant. Today’s collectors are mostly concerned about ROI and which products offer both the biggest hits and the overall best value. Consumers are looking for new and fresh ideas, especially from a manufacturing standpoint.”
While it’s not a new idea pairing trading cards with popular food establishments, Upper Deck’s recent deal with Tim Horton’s certainly seems to be a step in the right direction in getting general interest back into the hobby. For those who don’t know, the deal allows people to get a pack of specially-made hockey cards for a reasonable price. When asked about it, Upper Deck’s Chris Carlin said, “The recent brand integration with Tim Horton’s allows us to amplify our presence in Canada by exposing our brand to millions of hockey fans throughout the nation.”
Carlin also said the company plans to release “Several thousand “How to Collect” kits this season to be used with younger fans looking to dip their toes in the collecting water.” Combined with some of their other collector-friendly promotions such as National Hockey Card Day, it’s good to see Upper Deck ramping up its efforts to get younger collectors and even older novices involved with the hobby.
We face a daunting task in trying to revive the trading card world to its former levels of popularity. To be honest, I’m not sure if it can be achieved, and I’d be lying if I said it was an easy task. There is a lot of opposition from people both in and out of the hobby. I have hope though. We have a lot of good, charismatic people who give a darn and are invested in keeping the ship going. The adaption to the modern world and its technology has been slow, but if the last few years are any indication, the hobby is trying to catch up. The rise and popularity of properties like Topps’ Bunt digital baseball card program is proof of that.
If nothing else, one thought gives me comfort. The hobby has been under attack for various reasons for the past few decades, and it’s still kicking. We’ve lost some companies, and sadly many shops, along the way, but the ones left standing are still fighting the battle to keep this hobby alive for the next generation. Whether it’s been for pure enjoyment or to make a living, we have all inherited that desire and love for the hobby from those who came before us. We owe it to those who come after us to instill that same love and desire. If we don’t, then there’s a good chance the naysayers will be proven right, and the trading card industry will die out. Here’s to hoping it never comes to pass.
Kelsey’s ability to bring hobby coverage to the mainstream sports fan as the producer of ESPN’s Mint Condition has been a true asset. GTS is happy to feature his thoughts on the hobby in Mint Musings. The opinions expressed are his and do not necessarily reflect those of GTS Distribution.
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