In a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin provided an in-depth look into the company’s ambitions in the collectibles market, following their acquisition of Topps and the establishment of Fanatics Collectibles. Rubin expressed his excitement for this new venture while also acknowledging the need for continuous improvement and refinement.
One notable initiative led by Rubin is the Topps MVP Buyback program, which aims to boost business for hobby shops by offering collectors store credit in exchange for Topps Chrome cards featuring current Most Valuable Players (MVPs). Rubin’s personal relationships with key figures in the sports world have played a crucial role in enabling swift and effective changes at Fanatics/Topps.
Rubin also discussed the MLB Debut patch program, an idea conceptualized by Mike Mahan of Fanatics Collectibles. Thanks to quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, this program has become a reality. It features game-used patches from the first MLB uniforms of rookie players, adding a unique and collectible element to their trading cards.
Although Rubin admitted to a learning curve when entering the trading card industry, he took feedback from collectors and hobbyists seriously, particularly regarding the issue of redemption cards. Recognizing the dissatisfaction surrounding these cards, Topps has successfully reduced their presence in packs by 75-80%, ensuring player signatures are obtained more efficiently.
Addressing concerns about card distribution fairness, specifically suspicions of breakers receiving preferentially “loaded” boxes, Rubin has appointed an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This step aims to provide transparency and instill confidence in collectors and customers.
Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition, showcasing a strong commitment to growth and development within the company. This increase in staff is part of a broader strategy to enhance and evolve the Topps brand, with a focus on delivering innovative products and experiences.
Rubin emphasized the importance of innovation in the trading card industry, drawing parallels to brands like Nike, who continuously reinvent their offerings. This philosophy is evident in Topps’ approach to product launches, transforming them into significant and highly publicized events.
One such example of this innovative spirit is the upcoming 2023 Bowman Draft, scheduled for release on December 12. This release is generating excitement due to its inclusion of autographs from top prospects and its utilization of Fanatics’ endorsement deal with Tom Brady. Rubin’s personal connection with Brady, a seven-time Super Bowl champion and a former Montreal Expos draft pick, suggests the possibility of special Brady cards in this release, adding an exclusive element to this year’s Bowman Draft.
In conclusion, Michael Rubin’s discussion with Bill Simmons showcased his passion for the trading card industry, strategic thinking, and a strong commitment to innovation and growth within Fanatics and Topps. With initiatives like the Topps MVP Buyback program, the MLB Debut patch program, and an emphasis on reducing redemption cards, Fanatics aims to elevate the trading card experience and revolutionize the collectibles market.
