In a realm dominated by the feverish flip of rookie cards and the distinct scent of freshly printed gloss, Topps has once again sauntered onto the ice after a two-decade-long intermission. This time, however, they are not bearing the traditional packs of NHL-licensed trading cards that sparked countless frenzies among collectors and hobbyists alike. Instead, Topps makes its understated, almost mysterious return to the hockey world with a unique offering that’s more reminiscent of art on your wall than a card in a pack—a clever merging of nostalgia and innovation aptly named Topps Under Wraps: Emanate 2024-25.
Since the 2003-04 season when Upper Deck seized exclusive rights to the NHL’s trading card empire, Topps had been benched, taking a long pause from contributing to the world of frozen pucks and Zamboni-ridden nights. But as April unfurls its bouquet of spring blooms, Fanatics, the new owner of Topps, has decided it’s time to un-thaw their hockey ambitions. Yet, they’re doing so with a twist that is both surprising and innovative, turning glossy player images into a veritable collector’s art piece.
Launching on April 3, this enticing new venture from Topps includes not a deck, but a striking 8×10 autographed photo. These aren’t just any photos; they’ve been designed to evoke the oversized presence of a trading card, complete with both front and back artwork that pays homage to the classic card layout cherished by fans for generations. The photos are thoughtfully hand-signed—eschewing the less personable sticker autographs of many modern collectibles—then meticulously serial-numbered and hologrammed to underscore their authenticity. To further elevate this from mere memorabilia to art, each photograph is ensconced within a magnetic folio case, making it ready to be displayed proudly on mantels or shelves in dens across the country.
For the avid collector, the thrill lies in the chase of elusive treasures, and Topps has not skimped on this aspect. Within the Emanate collection, photos come in six dazzling color variants, offering collectors the chance to score limited versions in Gold (#/50), Orange (#/25), Blue (#/10), Red (#/5), and the utterly singular Iridescent (1/1). These variations dial up the allure, whispering promises of exclusivity to those who dare to dream of completing the collection.
Showcasing talent from all 32 NHL teams, the checklist reads like a who’s who of hockey legends and rising stars. Hockey’s glitterati, such as Connor Bedard, the electrifying Auston Matthews, the ever-iconic Alexander Ovechkin, and Nathan MacKinnon grace these limited editions with legacy and prestige. But if that wasn’t enough to entice an ardent admirer or provoke a frenzied exchange among collectors, Topps has also included ultra-rare multi-signed editions. The spotlight, however, firmly shines on a standout piece promising to be the crown jewel for whoever is lucky enough to snag it—a 1/1 triple-signed and inscribed masterpiece showcasing the trifecta of Ovechkin, Bedard, and Matthews.
Each of these striking boxes—an enticing mystery until revealed—is priced at $130. A price tag that might raise eyebrows in some quarters, yet considering the personal touch and collectible potential, it can be viewed as a ticket to an intimate, lasting connection with hockey’s luminaries.
So, does this return signal that Topps is waving its flag officially back into the heart of hockey memorabilia? Not quite—not exactly like the pack-ripping, adrenaline-fueled chases of years past. Yet the Emanate series signals a definitive intention: a cautious yet calculated re-entry, one skate on the ice, subtly letting the hockey world know that Topps has neither forgotten the thrill of the game nor the passion that fuels it.
With Fanatics now controlling the levers behind some of the largest licenses in the hobby, it’s not too far-fetched to imagine that this move marks the dawn of a broader strategy. While Emanate may begin as a solitary note, echoing on the brave, expansive ice, the symphony of possibilities with Fanatics’ backing holds the promise of echoing throughout corner rinks and massive arenas alike—the potential for a fuller Topps return is just a face-off away.