In a recent episode of the Bill Simmons podcast, Michael Rubin, CEO of Fanatics, provided exciting insights into the company’s foray into collectibles. With their acquisition of Topps and the creation of Fanatics Collectibles, Rubin expressed great enthusiasm for this new venture while acknowledging areas that require improvement and refinement.
One notable initiative led by Rubin is the Topps MVP Buyback program, which boosts business for hobby shops by offering collectors store credit in exchange for Topps Chrome cards of 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.
Rubin also discussed the MLB Debut patch program, an idea conceptualized by Mike Mahan of Fanatics Collectibles. This program, made possible through quick discussions with MLB Commissioner Rob Manfred and MLBPA President Tony Clark, features game-used patches from rookies’ first MLB uniforms, adding a unique collectible element.
While entering the trading card industry, Rubin acknowledged a learning curve, particularly regarding redemption cards. Taking to heart the feedback from collectors and hobbyists, Topps successfully reduced the prevalence of redemption cards in packs by 75-80%, ensuring player signatures are obtained more efficiently.
Addressing concerns about fair card distribution, specifically suspicions of preferentially “loaded” boxes given to breakers, Rubin brought in an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This transparency aims to foster trust and integrity within the industry.
Under Rubin’s leadership, the workforce at Topps has doubled since the acquisition, demonstrating a commitment to growth and development within the company. This increase in staff is part of a larger strategy to enhance and evolve the Topps brand.
Rubin emphasized the importance of innovation in the industry, drawing parallels to brands like Nike, which continually reinvent their offerings. This philosophy is evident in Topps’ approach to launching their popular products, turning them into significant, highly-publicized events that engage collectors and create buzz.
The upcoming 2023 Bowman Draft, set for release on December 12, showcases this innovative spirit. This release features autographs from top prospects and leverages Fanatics’ endorsement deal with the legendary Tom Brady. Rubin’s personal connection with Brady, a seven-time Super Bowl champion and former Montreal Expos draft pick, hints at the inclusion of special Brady cards in this release, adding an exclusive element to this year’s Bowman Draft.
In conclusion, Rubin’s discussion with Bill Simmons exposed a blend of passion, strategic thinking, and a commitment to innovation in Fanatics’ approach to the trading card industry and collectibles market. With initiatives like the Topps MVP Buyback program, the MLB Debut patch program, and transparency in card distribution, Fanatics is poised to make waves in the industry, continually striving for improvement and growth.
