Eisner has his new Mickey: It's Bazooka Joe

NEW YORK -- Don't choke on your bubble gum when you hear what former Walt Disney CEO Michael Eisner has in mind for Topps, the 69-year-old trading card and candy company just bought for $385 million by a consortium he led.

He wants Topps to create a movie, TV, Internet and publishing franchise around Bazooka Joe, the eye-patch-wearing kid introduced in 1953 on the waxy comics that wrap Topps' Bazooka bubble gum.

"Bazooka Joe could be the next big hero," Eisner, 65, says. "I'm not saying it's going to be Raiders of the Lost Ark," which he oversaw as CEO of Paramount Pictures. "But that would be the goal. Bazooka Joe is my new Mickey Mouse."

The idea, he says, is to help Topps strengthen its connection with kids and be considered "a real media company that is up there, and at least talked about, with the other media companies that we all know."

That's a lot to chew on for a firm that treaded water for most of this decade.

Its most famous products — baseball and other sports and entertainment trading cards — faced growing competition from rivals including Upper Deck and Donruss/Playoff. Gum and candies, including Ring Pop lollipops, grappled with the steep rise in sugar prices. Topps ended up moving some production to other countries, including Mexico, with lower tariffs.

Topps generated $11.2 million in profit in the fiscal year ended March 3; revenue was $327 million. Eisner, who's non-executive chairman, aims to accelerate growth by spinning Topps as a sports entertainment brand.

"There's no reason why there can't be Topps movies, Topps Internet, Topps television, Topps miniseries and Topps publications," he says. "It's all about sports and sports stories."

Eisner knows that playing field: He oversaw ESPN, the Los Angeles Angels and the Anaheim Ducks during his 21 years at Disney, as well as sports-related movies including The Mighty Ducks and Angels in the Outfield.

To fulfill Eisner's vision, Topps may have to change how it markets its cards. It has deals with baseball, football and basketball players and leagues, as well as properties including Star Wars, SpongeBob SquarePants and Pokémon.