TLL Staff
Bulldog Licensing has signed two new licensing agreements for the football trading card game Match Attax, expanding the brand into apparel and stationery ahead of the 2026 football season.
Under the deals, Blues Group will develop children’s daywear and nightwear, while RMS will produce a range of stationery and accessories. Bulldog Licensing represents Match Attax, which is produced by trading card company Topps.
Blues Group plans a collection aimed at older primary school-age boys, including T-shirts, a football outfit and pajamas featuring the Match Attax logo and football-themed imagery. The first products are scheduled to launch in spring and summer 2026.
Sarah Salmon, sales and design manager at Blues Group, said the brand’s visibility and strong performance in the trading card market made it an attractive licensing opportunity.
“The appeal of the Match Attax brand is hard to overestimate, with strong visibility across multiple channels and continuing trading card strength in the market, not to mention a highly recognisable name and associations that makes the brand ideal for licensing to its devoted fanbase,” Salmon said. “We’re delighted to be working with Bulldog and Topps on this wonderful new range of daywear and nightwear.”
RMS will introduce a core stationery and accessories line that includes pen and stationery sets, a football diary set, water bottles and keychains. The company is also developing an exclusive novelty range, including items such as a fidget spinner, LED bouncy ball, water game and pinball game. The products are expected to launch in time for major football events in 2026.
“At a time when football has a vast – and growing – following, working with a leader in the trading card market whose imagery and name are known by millions is an opportunity we don’t want to miss,” said RMS Heal of Licensing Product Rebecca Law. “We’re sure this new stationery and accessories range will be a winner with Match Attax fans everywhere.”
Match Attax is one of the best-selling sports trading card game series in the United Kingdom and is widely collected by children. The brand is distributed across the United Kingdom and Ireland and has sold hundreds of millions of packets in recent seasons. It also has a large digital following through Topps’ social media channels and partnerships with major football organizations, including the UEFA Champions League and the Bundesliga.
“With tremendous sales, Match Attax has the kind of reach and awareness that even some of the world’s biggest football clubs would find impressive,” said Rob Corney, managing director of Bulldog Licensing. He said the brand’s popularity makes it well suited for expansion across multiple product categories.
Bulldog Licensing, founded in 2007, is an independent licensing agency based in the United Kingdom. Its portfolio includes brands across entertainment, publishing, games and toys, and music.