In a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin provided exciting insights into the company’s journey into the world of collectibles. Following their acquisition of Topps and the creation of Fanatics Collectibles almost two years ago, Rubin expressed great enthusiasm for this new venture. However, he also acknowledged the need for improvement and refinement in certain areas.
One of the notable initiatives led by Rubin is 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’s personal relationships with key figures in the sports world have played a vital role in enabling rapid and effective changes at Fanatics/Topps.
Rubin also discussed the MLB Debut patch program, which was a brainchild of Mike Mahan from Fanatics Collectibles. Thanks to quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, this program has become a reality. It features game-used patches from rookies’ first MLB uniforms, adding a unique and special element to collectibles.
While entering the trading card industry, Rubin admitted to facing a learning curve, particularly with regards to redemption cards. Taking feedback from collectors and hobbyists seriously, he recognized their dissatisfaction with these cards and took action. As a result, Topps has successfully reduced the presence of redemption cards in packs by 75-80% by finding more efficient ways to obtain player signatures.
Addressing concerns about the fairness of card distribution, especially suspicions of breakers receiving preferentially “loaded” boxes, Rubin has brought in an independent auditor. This auditor will monitor how Fanatics’ cards are packaged and distributed, ensuring transparency and fairness in the process.
Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition, demonstrating a strong 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. Emphasizing the importance of innovation, Rubin believes in continually reinventing offerings, similar to brands like Nike.
This philosophy is evident in Topps’ approach to product launches, transforming them into significant and publicized events. One such example is the upcoming 2023 Bowman Draft, set for release on December 12. This release stands out for incorporating autographs from top prospects and leveraging Fanatics’ endorsement deal with 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 special Brady cards in this release, adding an exclusive element to this year’s Bowman Draft.
In conclusion, Rubin’s discussion with Bill Simmons showcased his passion, strategic thinking, and commitment to innovation in Fanatics’ approach to the trading card industry and the collectibles market. With initiatives like the Topps MVP Buyback program and the MLB Debut patch program, Fanatics continues to push boundaries and create exciting experiences for collectors. The company’s dedication to growth, transparency, and delivering unique offerings sets them apart in the ever-evolving world of collectibles.
