| "Giving Collectors What They Want" | Rings | Run The Numbers | Innovation | "Bloggers" |
| Life-Savers Candy | Growth | Create "Buzz" | "Take That Into Consideration" | Category |
| "Listening to Our Critics" | "We're a business" | TOPPS BULLSHIT BINGO (free square) | Squirrels | "Can't Be All Things to All Collectors" |
| The Marketplace | Segmented Market | Subjects | I'm Sorry | Game Changer |
| Corporate Partners | Feedback | Exclusive License | "At the end of the day" | Shareholders |
| Corporate Partners | Segmented Market | Create "Buzz" | Growth | Life-Savers Candy |
| I'm Sorry | Exclusive License | Subjects | "At the end of the day" | The Marketplace |
| "Take That Into Consideration" | Game Changer | TOPPS BULLSHIT BINGO (free square) | "We're a business" | Innovation |
| Run The Numbers | "Giving Collectors What They Want" | Feedback | Squirrels | Category |
| Shareholders | "Can't Be All Things to All Collectors" | "Bloggers" | Rings | "Listening to Our Critics" |