FOR IMMEDIATE RELEASE


              TOPPS APPOINTS PRESIDENT AND CHIEF OPERATING OFFICER


New York, NY, August 4, 2004 - The Topps Company, Inc. (Nasdaq:  TOPP) announced
today that its Board of Directors has promoted Scott A. Silverstein to President
and  Chief  Operating  Officer.  Arthur  T.  Shorin,  who  assumed  the title of
President in November 1997, will remain as Chairman and Chief Executive Officer.

In his role as Executive Vice President of the Company, Mr. Silverstein, 43, has
been responsible for the day-to-day running of Topps U.S. Entertainment Division
and  management  of the  Company's  legal  affairs.  In his  new  capacity,  Mr.
Silverstein's  responsibilities  will be expanded to include  oversight of Topps
Domestic Operations Group and Confectionery  business. Mr. Silverstein will also
continue to work closely with and report to Mr. Shorin.

Mr.  Shorin  commented,  "Scott has had broad  exposure to every aspect of Topps
over the past 11 years and has emerged as a strong leader,  showing deep insight
and passion for the Company. Going forward, he will add meaningful strategic and
operating focus to our overall business as he has demonstrated in his management
of the Entertainment Group."

Mr.  Silverstein  said, "I am truly excited about the  opportunity  to work even
more closely with the management team and to contribute further to the Company's
success."

Mr.  Silverstein began his professional  career as an attorney with the law firm
Shea & Gould,  and joined the Topps  organization  in 1993 as in-house  counsel.
Subsequently,  he became General Counsel, then Vice  President-Business  Affairs
responsible  for the  Company's  Pokemon  business,  followed by Executive  Vice
President  in  February  2000.  Mr.  Silverstein  earned  a JD  degree  from the
University of Pennsylvania and a BA from Brandeis University.


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  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.

                                      ###