PEOPLE
Eisner reaches for the Topps
LOS ANGELES — Since leaving the Walt Disney Co. in 2005, Michael Eisner has been all about the Internet.
The former studio chief sees the Web as the future of entertainment, so he created a company dedicated to creating content for it. He also built an investment firm that aims to transform the Topps Co., known for its confections and collectible trading cards, into a multimedia giant with productions on the big, small and smallest screens — from multiplexes to mobile phones.
Eisner’s latest effort is “Back on Topps,” a 25-episode comedy- sports series made just for the Web. It features Jason and Randy Sklar, a comedic team of brothers who are regulars on ESPN, along with scores of sports stars.
In a telephone interview with the Associated Press, Eisner talked about sports, the Internet and why he likes working better than golf.
What inspired your interest in Topps?
It’s a 60-some-odd, 70-year-old company with a great heritage and brand that ... elicits a Pavlovian reaction as Coca-Cola or Disney or other well-known brands do — in this case a fond feeling for sports and childhood and collecting cards. I thought there was an opportunity to turn it into a media company that grows out of sports and into wider things.
How did “Back on Topps” come about?
Turning Topps into a media company means more than just cards and sports cards. It means the Internet. It means movies. It means television. It means someday a “Bazooka Joe” movie... (The Sklars) came up with this idea of (an Internet series about) taking over Topps and showing serious sports stars and athletes in a nonserious way. The Sklar brothers are very clever. They’re funny. They’re funny in person, they’re funny in the script and they’re funny on film. They had a knowledge of sports which is astounding. I think we ended up with a great show.
The series pokes fun at you, too. How was that?
I did everything I could do to not be in the show. I begged them. I didn’t want it to look as though this was some vanity piece that I wanted. I turned down 27 different versions of me being in it. I reluctantly — well it’s not me and it’s not even my voice — but it’s supposed to be my voice in one episode, then certain people (turn up) who have my name but don’t look exactly like me. It’s all in good fun. If the athletes can have fun with it, I can certainly have fun with it.
Where does this series fit into the transformation of Topps?
This is the first video, big-time Topps production. And there will be more to come on the Internet, on television, theatrical movies, documentaries, whatever. It’s the beginning, a small step in turning Topps into a media company.
