CONTACTS:

     Cathy Jessup, CFO
     The Topps Company, Inc.
     212.376.0466
         or
     Betsy Brod/Jonathan  Schaffer
     Brod & Schaffer,  LLC
     212.750.5800

     FOR IMMEDIATE  RELEASE


                THE TOPPS COMPANY, INC. ANNOUNCES QUARTERLY CASH DIVIDEND


     New York,  NY, July 1, 2004 - The Topps  Company,  Inc.(Nasdaq:TOPP)  today
     announced that its Board of Directors has declared a regular quarterly cash
     dividend of $0.04 per share,  payable on August 2, 2004 to  shareholders of
     record on July 19, 2004.


     Founded in 1938,  Topps is a leading  creator and  marketer of  distinctive
     confectionery  and  entertainment  products.  The  Company's  confectionery
     brands  include  "Ring Pop," "Push Pop," "Baby  Bottle Pop" and "Juicy Drop
     Pop"  lollipops  as well  as  "Bazooka"  bubble  gum.  Topps  entertainment
     products  include  trading  cards,  sticker  and  album  collections,   and
     collectible games. For additional information, visit www.topps.com.


     This  release  contains  forward-looking  statements  pursuant  to the safe
     harbor provisions of the Private Securities  Litigation Reform Act of 1995.
     Although  the  Company   believes  the   expectations   contained  in  such
     forward-looking  statements are  reasonable,  it can give no assurance that
     such  expectations  will prove to be correct.  This information may involve
     risks  and  uncertainties   that  could  cause  actual  results  to  differ
     materially from the forward-looking statements. Factors that could cause or
     contribute to such  differences  include,  but are not limited to,  factors
     detailed in the Company's Securities and Exchange Commission filings.

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