Fanatics CEO Michael Rubin recently joined Bill Simmons on his podcast to talk about the future of Topps, the trading card industry, and the company’s commitment to innovation. Rubin emphasized the enthusiasm he has for Fanatics’ venture into collectibles, with the acquisition of Topps and the creation of Fanatics Collectibles. While acknowledging that there are areas that require improvement and refinement, he showcased his passion for driving forward the industry.
One key initiative led by Rubin is the Topps MVP Buyback program, which has been well received by collectors and hobby shops. This innovative scheme offers collectors store credit in exchange for Topps Chrome cards featuring the current Most Valuable Players (MVPs). Rubin’s personal relationships with key figures in the sports world have been instrumental in enabling rapid and effective changes at Fanatics/Topps.
Another exciting program discussed by Rubin is the MLB Debut patch program, which was conceptualized by Mike Mahan 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 sought-after element to the trading card experience.
Rubin admitted that entering the trading card industry came with a learning curve, particularly concerning redemption cards. Understanding the dissatisfaction expressed by collectors and hobbyists, Topps has made significant efforts to reduce the presence of redemption cards in packs by 75-80%. This has been achieved through streamlining the process of obtaining player signatures more efficiently.
Addressing concerns about the fairness of card distribution, particularly the suspicion of preferentially “loaded” boxes going to breakers, Rubin has brought in an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This measure ensures transparency and builds trust within the community.
Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition, demonstrating a commitment to growth and development within the company. This increase in staff is part of a larger strategy to enhance and evolve the Topps brand, bringing new ideas and perspectives into the trading card industry.
Rubin emphasized the importance of innovation and evolution in the industry, drawing inspiration from brands like Nike. He highlighted Topps’ approach to launching their popular products as significant and publicized events, similar to the way Nike continuously reinvents its offerings. This focus on innovation is evident in the upcoming 2023 Bowman Draft, set for release on December 12. The release is expected to feature autographs from top prospects and leverage Fanatics’ endorsement deal with sports icon Tom Brady. With Rubin’s personal connection to Brady, fans can anticipate exclusive Brady cards in this release, adding an exciting and exclusive element to the 2023 Bowman Draft.
In conclusion, Rubin’s conversation with Bill Simmons showcased his passion, strategic thinking, and commitment to innovation in Fanatics’ approach to the trading card industry and collectibles market. With initiatives like the Topps MVP Buyback program, the MLB Debut patch program, and efforts to address concerns, Fanatics is solidifying its position as a leader in the industry, constantly evolving and creating new opportunities for collectors and fans alike.
