On a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin opened up about the company’s exciting foray into collectibles. With their acquisition of Topps and the creation of Fanatics Collectibles nearly two years ago, Rubin discussed the future of these companies and emphasized the importance of innovation and growth.
Rubin’s enthusiasm for this new venture was palpable as he talked about the Topps MVP Buyback program. This innovative scheme aims to boost business for hobby shops by offering collectors store credit in exchange for Topps Chrome cards featuring current MVPs. Rubin’s personal relationships with key figures in the sports world have played a crucial role in enabling rapid and effective changes at Fanatics/Topps.
Another exciting initiative discussed by Rubin was the MLB Debut patch program. This program, conceptualized by Mike Mahan of Fanatics Collectibles, became a reality thanks to quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred. The program features game-used patches from rookies’ first MLB uniforms, adding a unique element to collecting.
While entering the trading card industry, Rubin acknowledged a learning curve, particularly around redemption cards. Taking collectors’ and hobbyists’ concerns seriously, Topps has successfully reduced the presence of redemption cards in packs by 75-80% by streamlining the process of obtaining player signatures.
Addressing concerns about card distribution fairness, Rubin emphasized that Fanatics has brought in an independent auditor to monitor how their cards are packaged and distributed. This move highlights the company’s commitment to transparency and ensuring an equal experience for collectors.
Under Rubin’s leadership, the Topps workforce has doubled since its acquisition. This increase in staff is part of a larger strategy to enhance and evolve the brand and shows Fanatics’ commitment to growth and development within the company.
Innovation is key in the trading card industry, and Rubin recognizes this. He drew parallels to brands like Nike that continually reinvent their offerings. Topps, under Fanatics, has followed suit by turning their product launches into significant, highly-publicized events that captivate collectors and fans alike.
One such example of Topps’ innovative approach is the upcoming 2023 Bowman Draft. Set for release on December 12, this launch will include autographs from top prospects and will benefit from Fanatics’ endorsement deal with Tom Brady. Rubin’s personal connection with Brady, a seven-time Super Bowl champion and former Montreal Expos draft pick, suggests that there may be special Brady cards exclusive to this release, adding an extra level of excitement for collectors.
In conclusion, Michael Rubin’s conversation with Bill Simmons shed light on the passion, strategic thinking, and commitment to innovation driving Fanatics’ approach to the trading card industry and the collectibles market. With innovative programs, a focus on fairness, and a dedication to growth, it’s clear that Topps and Fanatics are poised for an exciting future in the world of trading cards.
