Top Trumps USA has been steadily expanding its footprint, bringing beloved card games and family-friendly titles to a growing audience. As the company continues to scale, we sat down with Kelly Gunstone, Licensing and Business Development Manager, to talk strategy, innovation, and what’s next.
The Toy Book: How has Top Trumps evolved since launching in the U.S.?
Kelly Gunstone: Top Trumps has grown from a much-loved British heritage brand into a pop-culture powerhouse in the U.S. We’ve expanded from our classic packs, like Sports Cars, Predators, and Lovable Dogs, into a huge range covering blockbuster movies, evergreen brands, and fan-favorite licenses such as Stitch, World Soccer Stars, Super Mario, and more. Every year, we refresh our lineup with must-have themes, so there’s always something new for retail and something collectible for fans. What stays the same is our fast, easy-to-learn gameplay, where the biggest stat wins, and fun fact files allow players to dive deeper into the themes and brands they love.
TB: How are you positioning Top Trumps to stand out in a crowded game category at retail and online?
KG: This is a new era for Top Trumps. We’ve got the strongest licenses, the hottest topics, and the biggest U.S. marketing budget ever. In a crowded games category, we focus on where Top Trumps truly shines — the travel and pop-culture space. We’re championing the joy of getting families away from screens, making us the go-to travel essential for all ages.
We’re running targeted marketing in airports to capture travelers, supported by in-store activations across train stations, airports, and key retailers. Online, we’re maximizing reach with licensor-led campaigns on social media that bring our brands to life and drive shoppers directly to retail. Top Trumps delivers fast, fun gameplay in a compact, portable case, and with an MSRP sweet spot of $9.99, we stand out on price, quality, and collectibility.
TB: What key drivers should retailers have on their radar for Q4 sales?
KG: The games category is having a standout year, with sales up 39% year-over-year, and we expect that momentum to continue through Q4. A big part of this growth is driven by the kidult trend, with nostalgia and collectibility now firmly in the mainstream. This holiday season, pop-culture favorites like Stitch, Stranger Things, and Wicked are set to lead the charge, creating strong shopper interest across all channels.
At the same time, pricing pressure and cost-of-living concerns are shaping buying behavior. Games that land in the sweet spot — especially impulse-friendly options under $10 — are performing exceptionally well. Products that combine value with high-impact, on-trend licenses will turn browsers into buyers. For retailers, key drivers for this Q4 will pair trending brands with accessible price points to capture both volume and margin.
TB: What’s next for Top Trumps?
KG: 2026 is set to be a landmark year for Top Trumps USA. With the World Cup coming to U.S. soil, we’re kicking off our World Soccer Stars range — perfectly timed to capture the excitement of one of the world’s biggest sporting moments. This is a prime retail opportunity, and we’re helping partners get ahead of the game with a complete line-up of soccer-themed products, including our Top Trumps card game, WHOT!, Goddit, and licensed playing cards. Featuring top players, the range is designed to drive impulse sales and tap into the global buzz throughout the World Cup and beyond.
Contact: kelly.gunstone@toptrumps.com
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A version of this feature first appeared in the 2025 LA Fall Toy Preview Issue of The Toy Book. Read the full issue here!
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