Product Release Sales Plan

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1 Product Release Sales Plan Topps Best of WWE: 2013 Edition Trading Cards June 6, 2013

2 Agenda About the Property Consumer Product Support Plan Launch Details 2

3 Our fans only need the edges of their seats from beginning to end, the WWE experience is an escape to a world of quickening pulses, mouths agape, and senses engaged. In and out of the ring, WWE Superstars approach their craft with passion, giving the best of themselves every night. Athleticism, personality, humor, unpredictability the WWE brand of entertainment delivers the drama, competition and constant thrills you simply can t get anywhere else.

4 WWE Has a Long Track Record of Success Property Overview For over 25 years, WWE has been a recognized leader in global entertainment The company creates and delivers original, family friendly content that is broadcast in more than 30 languages to more than 600 million homes in more than 150 countries around the world WWE leading brands in sports entertainment are Raw, SmackDown and SuperStars In 2012, WWE held 248 live events domestically and 66 internationally, entertaining nearly 2 million fans John Cena is the 3 rd most popular American athlete behind Michael Jordan and Kobe Bryant Viewing Audience WWE.com attracts more than 15 million unique visitors per month WWE and Superstar Facebook pages have a combined total of 90 million fans 35% of the online audience and 36% of the television audience is female 13 million Raw & SmackDown viewers per week in the United States 77% of television audience is age 18 or over Raw and SmackDown have a strong appeal to African American and Hispanic consumers respectively 8 million passionate and 23 million casual fan households in the United States 5 million downloads of WWE Active app Consumer Products Licensing generates more than 50% of revenue for WWE s Consumer Products Division. WWE maintains the second highest selling action figure property in the U.S. The Consumer Product Division generates 20% of total company revenue. Sources: WWE.com; WWE 2012 Annual Report 4

5 Agenda About the Property Consumer Product Support Plan Launch Details 5

6 Best of WWE 2013 offers something to excite all WWE Fans For Set Collectors: In-Depth Story Lines For Set Collectors & Hit Seekers: New Content & Images For Hit Seekers: Valuable Hits Out of the Ring Action Dual Autograph Cards Pivotal Moments 6

7 Agenda About the Property Consumer Product Support Plan Launch Details 7

8 In March, Topps kicked off the year by showcasing the latest Superstars and Divas with our Roster Driven Product Release: WWE 2013 Topps WWE 2013 Kicks Off the Annual WWE Season Is Roster Driven Features Portrait & Action Ring Shots Showcases Superstars, Legends, & Divas 8

9 Introducing the Next, Major WWE Platform of 2013 from Topps 9

10 This October, Topps will step outside of the ring and showcase the backstage drama that leads to the epic matches Best of WWE Wraps up the WWE Season Is Story Driven Features Screen Shots In & Out of the Ring Showcases All the Drama, Relationships, & Betrayals (Revenge) (Romance) (Betrayal) 10

11 Topps Best of WWE will provide continued category growth as a new platform with annual Product Releases Goals Develop new ongoing platform to complement annual roster set Excite fans and create awareness among consumers Strategies Engage consumers through online voting on WWE.com Use backstage content for the first time ever to showcase the top storylines of the year Provide Superstar and Diva Hits that have never been offered in the category including hats, wristbands, headbands, shoes, dresses, and teddy bears Leverage WWE partnership and brand events to increase awareness 11

12 Best of WWE: 2013 Edition will bring fresh new content to WWE fans Fan Voting brings fans closer to the action than ever! Not only is Best of WWE the first card set to illustrate all the drama in and out of the ring, but it will also be the first set where the fans decide the insert content. In January, over 20,000 fans voted on the 10 Top Ten Best of WWE insert categories. Extensive 210-card set highlights WWE s season (110) Base Cards showing the hottest stories of the year (100) Top Ten Inserts featuring 10 fan voted categories 3 levels of chase add depth to the base set Bronze Parallel (1:2) Silver Parallel (1:24) Gold Parallel (10 per subject) More Hits add value for collectors Swatch Relics (New Superstar & Diva Relics!!) WrestleMania 29 Mat Relics Autographs Printing Plates Dual Autographs 12

13 Best of WWE Top Ten Inserts bring fan involvement to a whole new level TOP TEN INSERTS INCLUDE: WWE Champions, World Heavyweight Champions, Intercontinental Champions, WWE Tag Team Champions, Trash Talkers, Undertaker Matches, Finishers, Rivalries, Catch Phrases, Greatest WWE Moments (Catch Phrases) (WWE Tag Team Champions) (WWE Champions) 13

14 Compelling Hits create excitement and provide added value for collectors Superstar & Diva Relics: Items used or worn by Superstars & Divas in the ring WrestleMania 29 Mat Relics: Pieces from the ring mat used in WrestleMania 29 (WrestleMania 29 Mat Relic Card) (Diva Relic Card) 14

15 Autographs and printing plates add special value for hit seekers and collectors Autographs: 17 autograph subjects including first time signers Bob Backlund & Bruno Sammartino Printing Plates: 880 printing plates used to create the base cards and inserts Dual Autographs: 100 dual autograph cards featuring Superstars, Legends, & Divas (Dual Autograph Card) (Diva Autograph Card) (Printing Plate) 15

16 Agenda About the Property Consumer Product Support Plan Launch Details 16

17 Topps is driving consumer awareness with a comprehensive support plan Social Media Plan WWE.com Fan Voting Over 20,000 fans participated in the Topps Best of WWE Top Ten voting on WWE.com Timing: March 2013 WWE.com Take Over 4-week Battle Mode 600,000 fan votes pitting historic legends against today s stars Timing: 10/23/ /20/2013 WWE.com Takeovers Homepage Takeover, Banner Ads 2 million impressions Timing: 11/4/2013 & 11/8/2013 Ongoing WWE Digital Promotions Leaderboard & Banner on WWE.com s TV shows section Timing: 10/23/ /20/2013 WWE Facebook Superstar profile picture takeovers Network of 9 million fans Continual support from Topps WWE Facebook Timing: 10/23/ /20/

18 Agenda About the Property Consumer Product Support Plan Launch Details 18

19 Product Content: HOBBY CHANNEL First Ship: 10/02/2013 In Store: 10/14/2013 Product Mix SKU SRP Single Pack (7 Cards) $1.99 Hobby Box (24 Packs) $47.99 Parallels Parallel Color Hit Rate Bronze 1:2 Silver 1:24 Gold 10 per subject Inserts (3 per Pack) Insert Hit Rate Top Ten # 1 s 1:24 Top Ten # 2 s 1:12 Top Ten # 3 s 1:6 Top Ten # 4 s & 5 s 1:4 Top Ten # 6 s & 7 s 1:3 Top Ten # 8 s 10 s 1:2 Hits Insert Swatch Relics Mat Relics Autographs Printing Plates Dual Autographs Hit Rate 1 per box 1:48 packs 1:48 packs 880 total 100 total 19

20 Product Images: HOBBY CHANNEL Best of WWE: 2013 Edition Product Line 1 In Stores October 14, 2013 Hobby Only 2-Hits Per Box GUARANTEED! Hobby Pack (7 cards per pack) $1.99 SRP Hobby Box (24 7-card packs) $47.99 SRP (1) See Price & Packs for Item Numbers and UPC Codes 20

21 Appendix 1. WWE Property Background 21

22 WWE is an engaging lifestyle brand for millions of consumers Dominant social media presence 13 of the Top 100 most followed athletes on Facebook are WWE Superstars and Divas 90 million Facebook fans across 103 WWE pages 40 million Twitter followers across 98 accounts 15 million unique visitors per month to WWE.com RAW and Smackdown among most socially active cable TV shows WWE dominates TV and Pay-Per-View Raw and SmackDown are consistently top cable shows WrestleMania 29 was the second highest attended WWE event of all time with 80,676 in attendance Broke record for highest grossing event at MetLife stadium bringing in $12.3 million Sources: WWE.com; WWE 2012 Annual Report 22

23 Exciting Superstars, Legends, and Divas are the driving force behind WWE s popularity World Famous Line-Up WWE has 150+ Superstars and Divas under booking contract 13 WWE Superstars and Divas rank with the top 100 most followed athletes on Facebook John Cena is the 7 th most followed athlete in the world with over 12 million Facebook fans Top Q-Score* talent including Triple H, John Cena and Undertaker There are 60 Legendary Superstars including Dusty Rhodes, Rowdy Roddy Piper, Jimmy Superfly Snuka and Sgt. Slaughter *Wikipedia: The Q Score is a measurement of the familiarity and appeal of a brand, company, celebrity, or television show used in the United States. 23

24 WWE runs Pay-Per-View events throughout the year to keep fans engaged Year Round Entertainment WWE is the pre-eminent provider of pay-per-view programming which debuted in 1985 with WrestleMania WWE hosts 13 pay-per-events per year that consistently rank among the highest selling pay-per-view event programs Quarterly tent pole evens foster year-round excitement 24

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