Fanatics CEO Michael Rubin recently joined Bill Simmons on his podcast to discuss the future of Topps and Fanatics, and shed light on the company’s innovative approach to the collectibles industry. With their acquisition of Topps and the creation of Fanatics Collectibles, it is clear that Rubin is enthusiastic about the potential for growth and success in this new venture.
One of the notable initiatives discussed by Rubin is the Topps MVP Buyback program. This program aims to support hobby shops by offering collectors store credit in exchange for Topps Chrome cards featuring current MVPs. This innovative scheme not only boosts business for hobby shops but also adds value to collectors’ cards. Rubin’s strong relationships with key figures in the sports world have played a vital role in enabling rapid and effective changes at Fanatics/Topps.
Rubin also highlighted the MLB Debut patch program, which was 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. This adds a unique and personal touch to the collectibles, making them a special item for fans and collectors alike.
Addressing the learning curve that comes with entering the trading card industry, Rubin acknowledged the challenges surrounding redemption cards. He took the feedback from collectors and hobbyists seriously and successfully reduced the presence of redemption cards in packs by 75-80%. This was achieved by streamlining the process of obtaining player signatures to ensure a more efficient system that reduces the need for redemption cards.
In an effort to enhance fairness and transparency in card distribution, Rubin has brought in an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This move aims to address concerns about breakers receiving preferentially “loaded” boxes, reassuring collectors that the distribution process is fair and unbiased.
Since the acquisition of Topps, Rubin has shown a commitment to growth and development within the company. The workforce at Topps has doubled under his leadership, reflecting the dedication to expanding and evolving the brand. This increase in staff is part of a larger strategy to position Topps as a leader in the trading card industry.
Rubin emphasized the importance of innovation in the industry, drawing a parallel to brands like Nike that continually reinvent their offerings. Topps has embraced this philosophy by transforming their product launches into significant and publicized events. This approach creates anticipation and excitement among collectors, making the release of new products a noteworthy event.
Looking ahead, the 2023 Bowman Draft set for release on December 12 exemplifies Topps’ commitment to innovation. This highly anticipated release will feature autographs from top prospects and leverage Fanatics’ endorsement deal with Tom Brady. Rubin’s personal connection with Brady adds an exclusive and unique element to this year’s Bowman Draft, creating additional excitement among collectors.
In conclusion, Rubin’s discussion with Bill Simmons highlighted a combination of passion, strategic thinking, and a commitment to innovation in Fanatics’ approach to the trading card industry and the collectibles market. With initiatives such as the Topps MVP Buyback program, the MLB Debut patch program, and a focus on reducing redemption cards, Rubin is positioning Topps and Fanatics for continued growth and success.
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