In a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin provided fascinating insights into the company’s expansion into collectibles. Following their acquisition of Topps and the creation of Fanatics Collectibles two years ago, Rubin expressed his enthusiasm for this new venture while acknowledging the need for continued improvement and refinement.
One of the notable initiatives led by Rubin is the Topps MVP Buyback program. This innovative scheme boosts 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 been instrumental 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. Thanks to quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, this program became a reality. It features game-used patches from rookies’ first MLB uniforms, adding a unique and collectible element to the trading card experience.
While entering the trading card industry, Rubin admitted to facing a learning curve, particularly with regard to redemption cards. Taking customer feedback seriously, he addressed collectors’ dissatisfaction by significantly reducing the presence of redemption cards in packs by 75-80%. This was achieved by streamlining the process of obtaining player signatures more efficiently.
Addressing concerns about card distribution fairness, specifically the suspicion of breakers receiving preferentially “loaded” boxes, Rubin has introduced an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This move aims to ensure transparency and maintain the integrity of the trading card market.
Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition, showcasing a commitment to growth and development within the company. This increased staff size is part of a larger strategy to enhance and evolve the Topps brand, keeping it at the forefront of the industry.
Rubin emphasized the importance of innovation in the trading card industry, drawing parallels to brands like Nike, who continually reinvent their offerings. This philosophy is evident in Topps’ approach to launching their popular products, transforming them into significant, highly publicized events.
One such event is the upcoming 2023 Bowman Draft, slated for release on December 12. This release exemplifies the innovative spirit driving Topps and Fanatics. The 2023 Bowman Draft stands out with autographs from top prospects and leveraging Fanatics’ endorsement deal with Tom Brady. As Rubin shares a personal connection with Brady, a seven-time Super Bowl champion and former Montreal Expos draft pick, fans can anticipate exclusive Brady cards, adding an extra-special element to this year’s Bowman Draft.
In conclusion, Rubin’s discussion with Bill Simmons revealed a combination of passion, strategic thinking, and a commitment to innovation in Fanatics’ approach to the trading card industry and the collectibles market. With the acquisition of Topps, the implementation of innovative programs, and a focus on growth and development, Fanatics is set to make a significant impact in the industry, offering collectors unique and exciting experiences.
