Q&A: Catherine McMillen, VP Sales & Marketing, Top Trumps USA

"Top Trumps" is a card game played in public and school libraries all over the world. The rules are simple: using statistical data on each card, children 6 years and older can learn about a wide range of subjects, from cars and aircraft to films and TV shows to dinosaurs and wild cats.

Each card in the pack shows a list of numerical data about the item. For example, in a pack based on cars, each card shows a different model of car, and the data may include its engine size, its weight, its length, and its top speed.

To play: All the cards are dealt among the players. The starting player selects a category from the card at the top of the pile and reads out its value.

Each other player then reads out the value of the same category from their cards. The best (usually the largest) value wins the "trick", and the winner takes all the cards of the trick and places them at the bottom of his or her pile. That player then looks at their new topmost card, and chooses the category for the next round.

Catherine McMillen, VP Sales & Marketing for Top TrumpsUSA, answered questions exclusively for LibGig.

Why would a librarian be interested in Top Trumps?

Top Trumps is an award-winning educational card game similar to 'war' - the game we all love and remember! The cards are designed to improve reading, math, memory and social skills and feature stats, pictures and amazing facts that turn everyone's favorite topics into hours of fun - it's "camouflaged learning" as a school teacher once put it! Many of the Top Trumps titles available are on topics that can easily be researched at a library… from Sharks to Skyscrapers to Sports… you name it! Best of all, we've started producing titles that tie-in 100% with the topic of the annual Summer Reading Program!

How do you market them to libraries?

In 2007, we created a special commemorative pack of Top Trumps Mysteries to tie in with the theme of "Get a Clue". The cards were distributed as part of a "trial program" throughout libraries in New York City and the surrounding boroughs. Kids who signed up for the Summer Reading Program were given a free Mysteries pack – and instantly immersed in an intriguing world of Pyramids, Optical Illusions and even U.F.O.s! In 2008, we followed up this success with Top Trumps Bugs, again using the cards to inspire kids to research the topic at their local library. The success of these two programs means that we are creating cards to tie in with the 2009 theme of "Music and Arts". From January, cartons of the cards will be available to buy. The project is heavily subsidized by the Top Trumps Education Program and the packs are the perfect companion to the Summer Reading Program to help spread the word at the library, at home and at school!

Who is the general demographic?
Our core audience is 6+ years. Because of our diverse range in titles, we find that girls and boys equally enjoy the cards. The game is played with 2-6 players making it perfect for any classroom, library, playground or family game night setting.

How much are they?
Our custom mini-packs are designed for the Summer Reading Program and contain 8 cards each pack. Each mini pack cost approx. $0.27/unit or $80/case of 300 units + shipping and handling.

Which are the most popular?

We have two categories/groupings of titles: our Classic range contains educational titles such as Predators, Space Phenomena, Dinosaurs, Sharks, Skyscrapers, Military Jets, Horses and Ponies etc. Our Specials range is based on popular movie franchises such as Indiana Jones, Star Wars, The Simpsons, Batman and Harry Potter. Our best selling educational pack is currently Bugs. Our best selling movie pack is currently Indiana Jones…

What are your future plans?

Having been awarded "Britain's Coolest Brand" for three years in a row...our focus is to expand the success of Top Trumps all around the world! In the last 8 years we have sold 40 million packs of Top Trumps in over 20 countries. In the USA, we are working closely with zoos, aquariums, museums, schools, camps and libraries to continue building awareness of the cards. At the same time, we work with Hollywood and with our retail partners to ensure we have the coolest entertainment brands available at retail.

Competitors?

There are many well established card game publishers here in the United States. However Top Trumps, like none other, incorporates unique educational aspects through its use of captivating images and fun facts – with game play so simple that every age can play and enjoy!

Does attending conferences bolster sales?

This was our first year in attending the annual ALA conference. We are delighted with the level of interest from attendees, many of whom were so excited to discover Top Trumps! Based on the response we look forward to participating in future conferences and events.

Do corps/associations other than libraries purchase these cards?

Most definitely! We have worked on groundbreaking projects with corporations as diverse as the Clinton Climate Initiative, the Association of Zoos and Aquariums, Discovery Channel, National Geographic and Paramount Pictures – to name just a few!

Catherine McMillen is now spearheading the introduction of Europe's leading kids card game brand into the USA as VP of Sales & Marketing for Top Trumps USA. She has 14 years consumer products experience, 11 years of which were Global Sales & Marketing focused.

For more information on Top Trumps, visit http://www.toptrumps.com/usa.asp.

-Gabe Geltzer