In a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin provided intriguing insights into the company’s expansion into the collectibles market following their acquisition of Topps and the establishment of Fanatics Collectibles. Rubin’s discussion showcased his enthusiasm for this new venture, alongside his acknowledgment of areas that need improvement and refinement.
One notable initiative spearheaded 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 featuring current MVPs. Rubin’s personal relationships with key figures in the sports world have played a pivotal role in enabling swift and effective changes within Fanatics/Topps.
During the podcast, Rubin also discussed the MLB Debut patch program, which was conceived 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. It highlights the company’s commitment to providing unique and exclusive collectibles.
Upon entering the trading card industry, Rubin admitted to facing a learning curve, particularly concerning redemption cards. He took collectors’ and hobbyists’ feedback seriously, as they expressed their dissatisfaction with these cards. As a result, Topps has successfully reduced the presence of redemption cards in packs by 75-80%, streamlining the process to obtain player signatures more efficiently.
To address concerns about the fairness of card distribution, especially the suspicion of breakers receiving preferentially “loaded” boxes, Rubin has implemented an independent auditor to oversee how Fanatics’ cards are packaged and distributed. With this measure, the company aims to ensure transparency and maintain the trust of collectors and hobbyists.
Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition, reflecting his commitment to growth and development within the company. This increase in staff is part of a larger strategy aimed at enhancing and evolving the Topps brand, showcasing Fanatics’ dedication to the industry.
Rubin emphasized the importance of innovation in the trading card industry, highlighting the example of brands like Nike, which consistently reinvent their offerings. This philosophy is evident in Topps’ approach to launching their popular products, turning them into significant and highly publicized events.
One such event that exemplifies this innovative spirit is the upcoming 2023 Bowman Draft, set to be released on December 12th. This release stands out 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 inclusion of special Brady cards, adding an exclusive element to this year’s Bowman Draft.
In conclusion, Rubin’s conversation with Bill Simmons showcased a mix of passion, strategic thinking, and a strong commitment to innovation in Fanatics’ approach to the trading card industry and the collectibles market. With initiatives like the Topps MVP Buyback program and the MLB Debut patch program, Rubin and his team are working towards creating unique experiences and enhancing the overall collectibles landscape.
