Bazooka Joe

ICR Inc. is handling Topps trading card company’s return to Wall Street as it agrees to merge with Mudrick Capital Acquisition via a SPAC deal valued at $1.3B.

The investment firm of former Walt Disney Co. chief Michael Eisner bought Topps, which launched in Brooklyn 82 years ago in 1938, in 2007.

Topps has license deals with Major League Baseball, Major League Soccer, World Wrestling Entertainment, Disney and Formula 1, as well as digital gift card relationships with Uber, Hulu, Netflix, Nike, DoorDash, Airbnb, Instacart and Deliveroo.

The firm’s “edible entertainment” unit markets confections under the Bazooka, Ring Pop, Push Pop, and Baby Bottle brands.

Topps enjoyed record sales of $567M in 2020, up 23 percent from 2019.

“The strong emotional connection between the Topps brand and consumers of all ages is truly foundational, and when combined with our growing portfolio of strategic licensing partnerships, creates a profitable business model with meaningful competitive advances,” said Eisner in a statement.

Eisner also sees an opportunity to expand Topps' e-commerce and digital platforms to expand in the blockchain/NFT (non-fungible token) arenas.

Topps will trade on the NASDAQ when the SPAC deal is completed by the third quarter.

ICR has Tom Filandro, Brendon Frey and Keil Decker handling investor and media inquiries for Topps.