In an attempt to stay current with technology and digital trends, existing and new trading card companies started to create digital trading cards that lived exclusively online or as a digital counterpart of a physical card. In 2000, Topps established themselves in the digital space by launching a new brand of sports cards, called etopps. These cards were sold exclusively online through individual IPO's (initial player offering) in which the card is offered for usually a week at the IPO price. That same year, Tokenzone launched a digital collectibles platform that was used by media companies to distribute content in the form of digital trading cards. The quantity sold depended on how many people offered to buy but was limited to a certain maximum. After a sale, the cards were held in a climate-controlled warehouse unless the buyer requests delivery, and the cards could be traded online without changing hands except in the virtual sense. In January 2012, Topps announced that they would be discontinuing their eTopps product line.