Pujols Fueling Record Sales, Attendance at FanFest

St. Louis is a baseball-crazed city, and the rabid interest in any collectibles related to hometown favorite Albert Pujols has driven sales of cards, memorabilia and other licensed merchandise during the first three days of Major League Baseball’s All-Star FanFest.

Attendance through the weekend was on pace to break last year’s record of 130,000 set in New York City. More than 85,000 tickets were sold in advance of the show.

Upper Deck sold out of its wrapper redemption cards before 5 p.m. each of the first three days. Four different cards were available each day as part of a 20-card FanFest set. Topps also sold out of its redemption cards each day. Both companies had daily limits for their redemption card programs.

By Sunday afternoon, Topps had already sold out of its full allotment of 2009 factory sets featuring five exclusive Cardinals cards and special All-Star Game packaging for the remainder of FanFest. Fueling demand was the free Pujols All-Star Game jersey patch card that came with the purchase of each $50 set. It’s the fastest the company has sold out of a show-exclusive factory set.

Topps is also showcasing is Topps Attax game for kids at the event.

Representatives of Fathead were showing off a wide variety of the company’s baseball offerings, including its line of mini-sized MLB Tradeables stickers. But according to Linda Castillon, the company’s chief licensing officer, “This show is all about Albert.” She said the company’s sales had “surpassed expectations” for the weekend, thanks to the popularity of its Pujols products.

Hunt Auctions, which is hosting a massive 800-lot live auction Tuesday, offered an appraisal fair during the weekend. Among the vintage items that were presented and since have been added to the live sale is a 1932 Cardinals “World Champions” warm-up jacket that has already attracted a bid of $8,470. Bidding is live now at www.huntauctions.com.

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