In a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin provided valuable insights into the future of collectibles, following the company’s acquisition of Topps and the creation of Fanatics Collectibles. With enthusiasm and a commitment to innovation, Rubin highlighted the brand’s strategic vision while acknowledging the need for improvement and refinement.
One of Rubin’s notable initiatives 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 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 and Topps.
Rubin also discussed the MLB Debut patch program, an idea spearheaded by Mike Mahan of Fanatics Collectibles. This program, made possible through quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, features game-used patches from rookies’ first MLB uniforms, enhancing the collectible value for fans.
Although Rubin admitted to a learning curve when entering the trading card industry, particularly regarding redemption cards, he took collectors’ feedback seriously. As a result, Topps has successfully reduced the presence of redemption cards in packs by 75-80%, streamlining the process of obtaining player signatures to enhance collectors’ experiences.
Addressing concerns over card distribution fairness, including suspicions of preferentially “loaded” boxes given to breakers, Rubin has brought in an independent auditor to monitor the packaging and distribution of Fanatics’ cards. This move demonstrates Fanatics’ commitment to transparency and ensuring a level playing field for collectors.
Since the acquisition of Topps, Rubin has worked diligently to expand the workforce, doubling the number of employees. This commitment to growth within the company highlights Fanatics’ dedication to enhancing and evolving the Topps brand.
Rubin emphasized the importance of innovation in the industry, drawing inspiration from renowned brands like Nike that consistently reinvent their offerings. This philosophy is exemplified in Topps’ approach to launching popular products, transforming them into significant, highly-publicized events that generate excitement among collectors.
The upcoming release of the 2023 Bowman Draft on December 12 further exemplifies this innovative spirit. This release is set to include autographs from top prospects and leverage Fanatics’ endorsement deal with Tom Brady. Rubin’s personal connection with Brady, a seven-time Super Bowl champion and former Montreal Expos draft pick, hints at the possibility of exclusive Brady cards in this release, adding an extra layer of excitement to this year’s Bowman Draft.
In summary, Rubin’s discussion with Bill Simmons shed light on his passion, strategic thinking, and dedication to innovation in Fanatics’ approach to the trading card industry and the collectibles market as a whole. With initiatives like the Topps MVP Buyback program and the MLB Debut patch program, Fanatics and Topps are driving positive changes while actively listening to collectors’ feedback and advancing the industry forward.
