In a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin provided insights into the company’s exciting venture into the world of collectibles. With the acquisition of Topps and the establishment of Fanatics Collectibles nearly two years ago, Rubin expressed his enthusiasm for the future while acknowledging the need for continuous improvement and refinement.
One notable initiative led by Rubin is the Topps MVP Buyback program, a groundbreaking scheme that supports hobby shops by offering collectors store credit in exchange for Topps Chrome cards featuring current MVPs. Rubin’s strong personal relationships with key figures in the sports world have played a pivotal role in facilitating rapid and effective changes at Fanatics/Topps.
During the podcast, Rubin also discussed the MLB Debut patch program, which was conceived by Mike Mahan, an integral part of Fanatics Collectibles. Through quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, this program became a reality. It offers collectors game-used patches from rookies’ first MLB uniforms, adding a unique and meaningful element to the trading card experience.
As Fanatics entered the trading card industry, Rubin admitted to facing a steep learning curve, particularly regarding redemption cards. Taking into account feedback from collectors and hobbyists who expressed dissatisfaction with these cards, Topps has successfully reduced the presence of redemption cards in packs by 75-80% by streamlining the process of obtaining player signatures.
Addressing concerns regarding fairness in card distribution, especially allegations of preferentially “loaded” boxes for breakers, Rubin has implemented an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This transparency ensures that collectors can trust the integrity of their trading card purchases.
Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition, reflecting a dedication to the growth and development of the company. This increase in staff is part of a broader strategy to enhance and evolve the Topps brand, ensuring that it remains a leader in the industry.
Rubin underscored the importance of innovation in the trading card industry, drawing parallels to iconic brands like Nike, which continually reinvent their offerings. This innovative mindset is evident in Topps’ approach to launching their popular products, transforming them into significant and highly publicized events that generate excitement among collectors.
One highly anticipated event is the upcoming release of the 2023 Bowman Draft on December 12. This release showcases autographs from top prospects and leverages Fanatics’ endorsement deal with legendary quarterback Tom Brady. Rubin’s personal connection with Brady, a seven-time Super Bowl champion and former Montreal Expos draft pick, hints at exclusive Brady cards in this year’s Bowman Draft, adding a further element of excitement for collectors.
In conclusion, Michael Rubin’s discussion with Bill Simmons highlighted a perfect blend of passion, strategic thinking, and a commitment to innovation in Fanatics’ approach to the trading card industry and collectibles market. With their acquisition of Topps and dedication to addressing collectors’ concerns, Fanatics is poised to revolutionize the industry through partnerships, transparency, and a continuous drive for innovation.
