• by Gavin O'Malley  @mp_gavin, March 10, 2006

Sports Illustrated for Kids and baseball card maker Topps announced a partnership Thursday aimed at convincing today's youth that there more to life than videogames and television.

Together, they have created the "Topps S.I. for Kids Card Club"--a multimedia program that includes a special section in the magazine beginning this month, plus a microsite--at ToppsCardClub.com--offering up info on the latest cards, collecting strategies, trivia games, and player information.

The site carries straightforward display advertising for Time Inc. other youth-centric titles like Time For Kids, and brands like Kellogg's Frosted Flakes.

Along with the requisite stick of pink bubblegum, later this month collectors will also get an S.I. for Kids trading card in each 99-cent pack of 2006 Topps Opening Day baseball cards. Each highlights the magazine's various sections like "Max Action" and "Funny Photos."

But the promotion faces an uphill battle, as collecting cards has long passed its prime as a form of kids' entertainment. Indeed, the publicly owned Topps announced a 20 percent year-over-year drop in first-quarter sales last year for its cards, collectibles, and other entertainment products. P> One Topps competitor, Fleer, went out of business last May and sold its name (and toy car business) to rival Upper Deck for $6.1 million. At the same last year, Topps responded to rumors that it was seeking a buyer with a statement that it hired Lehman Bros. to review its books and make recommendations about its prospects.