Fanatics CEO Michael Rubin recently appeared on the Bill Simmons podcast, offering valuable insights into the future of Topps and Fanatics. With the acquisition of Topps and the creation of Fanatics Collectibles, the company has made significant strides in the collectibles market over the past two years. Rubin’s enthusiasm for this new venture was palpable, while acknowledging the need for continued improvement and refinement.
One of the notable initiatives discussed by Rubin was 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 emphasized the importance of his personal relationships with key figures in the sports industry, which have enabled swift and effective changes at Fanatics and Topps.
Another exciting program highlighted by Rubin was the MLB Debut patch program. This idea was conceptualized by Mike Mahan of Fanatics Collectibles and became a reality through quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred. The program offers game-used patches from rookies’ first MLB uniforms, adding a unique and collectible element to the trading card industry.
However, Rubin acknowledged that there was a learning curve for Fanatics when entering the trading card industry, particularly regarding redemption cards. He took feedback from collectors and hobbyists seriously, recognizing their dissatisfaction with these cards. As a result, Topps has successfully reduced the presence of redemption cards in packs by 75-80%, focusing on obtaining player signatures more efficiently.
Addressing concerns about card distribution fairness, especially regarding suspicions of breakers receiving preferentially “loaded” boxes, Rubin emphasized the importance of transparency. To ensure fairness, an independent auditor has been brought in to monitor how Fanatics’ cards are packaged and distributed, providing collectors and consumers with peace of mind.
Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition, showcasing a commitment to growth and development within the company. This increase in staff is part of a broader strategy to enhance and evolve the Topps brand, injecting fresh ideas and perspectives into the industry.
Rubin stressed the importance of innovation in the collectibles market, drawing parallels to iconic brands like Nike, who continually reinvent their offerings. This philosophy is evident in Topps’ approach to launching their popular products, transforming them into significant events that generate buzz and excitement.
An upcoming example of this innovative spirit is the highly anticipated 2023 Bowman Draft, scheduled for release on December 12. This release stands out for incorporating autographs from top prospects and leveraging Fanatics’ endorsement deal with sports legend 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 exclusive Brady cards in this year’s Bowman Draft, adding a special touch to the release.
In conclusion, Michael Rubin’s conversation 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 a focus on improving customer satisfaction, Fanatics is poised to shape the future of collectibles with fresh ideas and exciting initiatives.
