On a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin shared his insights into the future of the trading card industry and the company’s plans for innovation following the acquisition of Topps and the creation of Fanatics Collectibles. Rubin’s enthusiasm for this new venture was evident, while also acknowledging the areas that require improvement and refinement.
One notable initiative led by Rubin is the Topps MVP Buyback program, which aims to boost business for hobby shops. Under this innovative scheme, collectors can exchange Topps Chrome cards of current MVPs for store credit. Rubin’s personal relationships with key figures in the sports world have played a critical role in driving 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 MLBPA President Tony Clark and MLB Commissioner Rob Manfred, features game-used patches from rookies’ first MLB uniforms, adding a unique element to trading cards.
Entering the trading card industry, Rubin admitted to a learning curve, particularly in regard to redemption cards. He took feedback from collectors and hobbyists seriously, addressing 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.
To address concerns about the fairness of card distribution, especially regarding suspicions of breakers receiving “loaded” boxes, Rubin has brought in an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This move demonstrates an emphasis on transparency and trust in the trading card community.
Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition, highlighting 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, ensuring continued success in the ever-changing collectibles market.
Rubin emphasized the importance of innovation in the industry, drawing comparisons to brands like Nike that constantly reinvent their offerings. This philosophy is evident in Topps’ approach to launching their popular products, turning them into significant, highly-publicized events.
One such event that showcases this innovative spirit is the upcoming 2023 Bowman Draft, set for release on December 12. This release is noteworthy for incorporating autographs from top prospects and leveraging 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 special Brady cards in this release, adding an exclusive element to this year’s Bowman Draft.
In conclusion, Rubin’s discussion with Bill Simmons revealed a blend of passion, strategic thinking, and a commitment to innovation in Fanatics’ approach to the trading card industry and the collectibles market as a whole. With the acquisition of Topps and the introduction of Fanatics Collectibles, Rubin and his team are poised to shape the future of the industry with their innovative ideas and dedication to meeting the needs and desires of collectors and hobbyists alike.