Today, thanks to a very helpful response by Topps Manager Clay Luraschi, I was able to get some answers to some very pressing issues. I asked him a slew of questions regarding Topps’ remaining 2010 Football calendar as well as some insight into where things are going for the brand, and I have to say that I am very happy with the results of what he said. I think that with Five Star shaping up to be product of the year prior to release, Im definitely listening a lot more closely now that they have gotten my ear.

Sports Cards Uncensored: 2010 was an interesting year for Topps football, especially with the licensing being what it was at the beginning of the season. How you feel everything went this year?

Clay Luraschi: We got a bit of a late start out of the gate, but we’re fairly pleased with what we were able to accomplish. For 2011, we can really plan our products without the rush.

SCU:What do you think you were most proud of looking back?

CL: I like how the team has approached our high-end offerings. It’s something we struggled with pre-2010. We’ve made a conscious effort in 2010 to get better in that space and we’re getting there.

SCU: If there was one thing you could have changed about the 2010 football product line, what would it be?

CL: We wanted to be on-card more and that’s what we’ll shoot for in 2011.

SCU:Tell me a little bit about the final two products on the calendar (Tribute and Five Star) and what collectors can look forward to when purchasing each product.

CL:Tribute is a familiar and popular name in our baseball lineup. The hit ratio is bumped up a bit for football as it features four autographed relics per box versus three. The cards are great looking and something I’m sure football collectors will enjoy. Five Star has been quite a passion project for many people here at Topps. I believe the time, resources, energy and excitement that we’re putting into this product will be reflected in the end result and I believe collectors will get as much joy from Five Star as we got producing it.

SCU: Now that we see Topps bring it all together with a completely hard signed product like Five Star, will there be similar products joining it on the calendar next year?

CL: Yes, there definitely will be.

SCU: AWESOME! That makes me ecstatic. Speaking of innovation and creative approaches, how is Topps adapting to the changing football market in 2011 to stay fresh and at the forefront of collector’s minds?

CL:Our goal is to make our products better than they were in 2010 in every aspect. We’re examining configurations, content, value and card design inside and out, so 2011 can be our best year yet.

SCU: After seeing what I saw from Topps in 2010, I think you guys are definitely primed for a banner year next year. You mentioned that you wanted it to be the best year yet, what are some of the things you are most excited for in 2011?

We assure collectors that our 2011 lineup of football products will be the best offering Topps has made to date. We’ve already teased the all-new Rising Rookies, and other announcements are just around the corner. We’re looking at hitting our release calendar early and hard and delivering some of the first rookie autographs in the hobby.

SCU: What are some of the things that Topps is working on to prevent people from being taken advantage of in general, as well deter scammers from altering any part of the cards themselves?

CL: Our team is constantly tracking issues that may negatively affect our collectors. This includes bogus sales of our items and doctored cards. In addition, we’re the only company that has a witness at every single signing session, all of our cut signatures are authenticated by PSA and all of our memorabilia pieces are purchased from league-approved vendors.

SCU: After seeing that all the Rookie Premieres were serially numbered this year, and that you guys are focused on this, I am a lot more excited to see how it ends up.

SCU: Moving on, now the Super Bowl is over, can you talk about some of the events and experiences Topps was a part of during the weeks in Dallas?

CL: We had a ton of stuff going on at our booth including a special wrapper redemption and several exclusive cards produced just for the show. We also gave away thousands of free cards. The NFL Experience is always a great platform for new collectors to sample our products and for existing collectors to interact with the people who actually work on the products.

SCU: Man, I am now EVEN MORE angry that weather kept me out of Dallas! However, with the Packers winning, maybe it wasnt the place for a Vikings fan. In fact, where do you see football cards heading in the next few years with newer superstars like Aaron Rodgers and Clay Matthews leading the charge?

CL: There are a lot of great young players in the game. Guys like Favre are retiring (at least we think he is) but young stars like Rodgers are emerging. It’s exciting for everyone involved in this hobby.

SCU: I think this year’s draft class is going to be a testament to that. Now, I have had a lot of positive experiences with Mike, the man behind @toppscards on twitter, and I think that a presence like that is going to continue to be a huge factor. What role do you see blogs and social media playing in the upcoming plans for sports cards in general? Do you think it’s a good thing or not a good thing?

CL: They play a major role in the hobby today and will play a major role moving forward. All of it needs to be embraced. It’s the reason why we have someone working exclusively in this area at Topps.

SCU: Thanks again for everything Clay, I really appreciate your time!

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