Fanatics CEO Michael Rubin recently sat down with Bill Simmons on his podcast to discuss the future of Topps and Fanatics in the trading card industry. With the acquisition of Topps and the creation of Fanatics Collectibles, Rubin expressed great enthusiasm for their venture into collectibles. However, he also acknowledged the areas that still require improvement and refinement.
One notable initiative led by Rubin is 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 of current MVPs. Rubin’s personal relationships with key figures in the sports world have played a pivotal role in enabling rapid and effective changes at Fanatics/Topps.
Another exciting development discussed by Rubin is the MLB Debut patch program. This idea was conceptualized by Mike Mahan of Fanatics Collectibles and quickly turned into a reality through 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 and collectible element to the trading card market.
When entering the trading card industry, Rubin admitted to facing a learning curve, particularly around redemption cards. He took collector feedback seriously and acknowledged their dissatisfaction with these cards. As a result, Topps has successfully reduced the presence of redemption cards in packs by 75-80%, ensuring that player signatures are obtained more efficiently.
Addressing concerns about card distribution fairness, including the suspicion of breakers receiving preferentially “loaded” boxes, Rubin has brought in an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This move emphasizes Fanatics’ commitment to transparency and ensuring fairness in the trading card market.
Under Rubin’s leadership, the workforce at Topps has doubled since the company’s acquisition. This significant increase in staff demonstrates a clear commitment to growth, development, and the evolution of the Topps brand. Rubin understands the importance of innovation in the industry, drawing parallels with brands like Nike that continually reinvent their offerings.
Topps’ approach to product launches showcases their commitment to innovation. They transform these launches into significant and highly publicized events, generating excitement and anticipation among collectors. The upcoming 2023 Bowman Draft, set for release on December 12, exemplifies this innovative spirit. The release will feature autographs from top prospects and will 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 inclusion of special Brady cards in this release, adding an exclusive and highly sought-after element to this year’s Bowman Draft.
In conclusion, Rubin’s discussion with Bill Simmons provided insights into the passion, strategic thinking, and commitment to innovation that drive Topps and Fanatics in the trading card industry. Their initiatives, such as the Topps MVP Buyback program and the MLB Debut patch program, demonstrate their dedication to enhancing the collector experience. With Topps’ workforce doubling under Rubin’s leadership and the emphasis on innovation, Topps and Fanatics are poised to shape the future of the collectibles market.
