Fanatics CEO Michael Rubin recently joined Bill Simmons on his podcast to discuss the future of Topps and Fanatics, shedding light on the company’s venture into collectibles since acquiring Topps and introducing Fanatics Collectibles nearly two years ago. Rubin’s passion and strategic thinking became evident as he delved into various initiatives and highlighted the importance of innovation in the trading card industry.
One notable innovation led by Rubin is the Topps MVP Buyback program. This creative scheme not only supports hobby shops but also offers 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 implementing rapid and effective changes at Fanatics and Topps.
Rubin also discussed the MLB Debut patch program, an idea conceived by Mike Mahan of Fanatics Collectibles. This program, made possible through quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, introduces game-used patches from rookies’ first MLB uniforms, adding an exciting element to collectibles.
Acknowledging a learning curve in the trading card industry, Rubin shared his commitment to addressing collector feedback, specifically regarding redemption cards. Topps has successfully reduced the presence of these cards in packs by 75-80% by streamlining the process of obtaining player signatures, ensuring a more efficient experience for collectors and hobbyists.
To tackle concerns regarding card distribution fairness, including the suspicion of “loaded” boxes favoring breakers, Rubin has appointed an independent auditor to monitor the packaging and distribution process of Fanatics’ cards. This move aims to instill confidence in collectors that the distribution process is unbiased and transparent.
Under Rubin’s leadership, Topps has witnessed substantial growth, doubling its workforce since the acquisition by Fanatics. This remarkable expansion reflects the company’s dedication to enhancing and evolving the brand, reinforcing their position as a major player in the collectibles market.
Discussing the importance of innovation, Rubin drew parallels with iconic brands like Nike that consistently reinvent their offerings. This ethos is evident in Topps’ approach to product launches, transforming them into noteworthy, highly-publicized events.
A prime example of this innovative spirit is the upcoming 2023 Bowman Draft set, scheduled for release on December 12. This release stands out for featuring autographs from top prospects and leveraging Fanatics’ endorsement deal with the legendary 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 exclusive Brady cards in this year’s Bowman Draft, adding an exciting twist to the release.
In conclusion, Rubin’s conversation with Bill Simmons showcased his passion for the industry, strategic thinking, and unwavering commitment to innovation in Fanatics’ approach to the trading card industry and collectibles market. With innovative programs, a focus on growth, and a commitment to addressing the concerns of collectors, Fanatics and Topps are poised to shape the future of the collectibles market.
