Published: March 02, 2006 10:04 am      

Poker chips may be path to top profits

North Tonawanda, NY — The good folks at Topps were in need of a jolt. Poker enthusiasts fiended for another new product to buy.

Opportunity, meet inspiration.

Topps released its inaugural collector chip set in mid-December. The chips, made to resemble poker chips (the heavyweight clay chips come in multiple colors), come five to a pack, with random autographed chips inserted amongst the rookies, all-stars and legends.

Topps spokesman Clay Luraschi told hoopsworld.com that the move was a no-brainer.

“Poker is huge,” Luraschi said. “It’s everywhere and everyone is playing, whether it’s competitively or casually. People really like the concept.”

Topps had to do something to turn things around. Trading card sales have plummeted from $1.2 billion in 1995 to $270 million in 2005, causing the demise of Score, Fleer and other brands. Topps and Upper Deck are now the only major companies left. Overproduction and overexposure in the late 1980s and early 1990s left many sets better used as fire kindling than collector’s items.

Topps toyed with the idea after the 2004 baseball season, releasing a 26-chip set of each of the teams in that year’s league championship series — the New York Yankees, Boston Red Sox, Houston Astros and St. Louis Cardinals; those sets now go for $50 to $100.

Poker chips seem like a good fit. They’re multi-functional (who wouldn’t enjoy the idea of, “I’ll call your Shaq and raise you a Carmelo Anthony” at their home game?), almost indestructible and fun to collect.

The product seems to be catching on. A recent check of ebay revealed nearly 800 Topps chip-related auctions taking place. At Dave and Adam’s Card World, the Amherst-based trading card retailer with a shop in the Town of Tonawanda, between six and 10 packs sell per week at $5.50 each.

“They’re doing OK,” store manager Pete Witt said. “It’s something people seem to be interested in. It’s nice to see a card company come up with something different.”

The electronic entertainment era might soon make the trading card business obsolete. Give Topps credit for at least going out swinging, and for giving the gambling community a welcome treat.

•••

Here’s a reminder that Seneca Niagara Casino’s Celebrity Poker Challenge takes place at 7 p.m. today at the casino.

Players will be able to compete against members of the Sabres’ French Connection and NHL Hall-of-Famer Marcel Dionne, among others. More than $40,000 in prizes will be awarded (based on a 300-player registration).

The event benefits Make-a-Wish of Western New York. For more information or to register, call 810-9474.

Contact Paul Lane at 693-1000, Ext. 362.