Topps Uses NextMe to Power Exclusive Product Drops at Comic-Con
At San Diego Comic-Con 2025, Topps partnered with Marvel to host an exclusive “Sign & Sell” activation featuring live artist signings and limited-edition card drops. With limited inventory and massive demand, Topps quickly realized that they needed a way to control the crowds of eager collectors.
Using NextMe, fans could join the wait digitally without overwhelming the show floor. This integration allowed their booth to quickly adapt to the incredibly high traffic and stay compliant with SDCC’s strict security and exhibitor requirements. Topps was able to turn a potential security challenge into a safe, premium, and profitable brand activation, proving that even under extreme demand, virtual queues can elevate the fan experience at immersive events.
The Challenge
After a chaotic preview day, the Topps team introduced NextMe’s virtual waitlist solution to help alleviate some of the pressure their booth faced:
Flash-sale demand
The limited edition card drops were so popular that thousands of fans were rushing to the booth at the same time to secure their spot.
Security concerns
SDCC’s security team flagged the activation as a risk due to long lines blocking aisles and exhibitors.
Operational pressure
Staff couldn’t manage the crowds while also servicing signings and sales.
Brand risk
If not resolved, the activation faced potential shutdown by Comic-Con organizers.
The Solution
Topps partnered with NextMe to streamline the fan experience, curb the chaos, and keep their booth compliant:
High volume virtual check-in
Instead of fans lining up physically, Topps posted a Self Check-in link on their Instagram story that fans used for a chance to secure their spot. This form was rotated daily to prevent abuse and would often fill up in under a minute.
Branded waiting room
Fans could browse available products while waiting virtually. This sped up operations as fans arrived already knowing what they wanted to buy.
Controlled batching
Attendees were called back in waves to keep lines short and manageable.
Scalper protections
After noticing people trying to game the system, Topps added a Badge ID field to verify customer identities and leveraged repeat recognition to turn away people attempting to return more than once.
The Results
Topps and NextMe turned a high-risk activation into a showcase of experiential marketing success:
Prevented shutdown
First and foremost, NextMe helped alleviate the crowd buildup that would have otherwise resulted in booth shutdown by SDCC security. The activation was able to stay compliant and open throughout Comic-Con.
Successfully managed outsized demand
NextMe was able to handle an unexpected amount of traffic (30,000+ daily form visits) without issue.
Boosted sales
Fans stayed engaged and were more likely to complete purchases after browsing available products on the Virtual Waiting Room.
Improved flow
Short, controlled standby lines eliminated aisle congestion and exhibitor conflicts.
Topps’ Virtual Waiting Room included a product list and pricing so that fans were primed to purchase when they arrived at the booth.
NextMe honestly made my life way easier this year. Fans knew exactly where they stood in line, so I didn’t have to deal with all the stress and constant questions. It kept things much more organized.
Kevin, Brand Ambassador @ Topps Booth