Fanatics CEO Michael Rubin recently appeared on the Bill Simmons podcast, where he shared his insights into the company’s expansion into the collectibles market after acquiring Topps and launching Fanatics Collectibles. Rubin expressed excitement about this new venture while acknowledging the need for continuous improvement and refinement.
One innovative initiative led by Rubin is the Topps MVP Buyback program. This program aims to boost business for hobby shops by offering collectors store credit in exchange for Topps Chrome cards featuring current Most Valuable Players (MVPs). Rubin’s personal relationships with key figures in the sports world have played a crucial role in facilitating swift and effective changes within Fanatics and Topps.
During the podcast, Rubin also highlighted the MLB Debut patch program. This program, conceptualized by Mike Mahan of Fanatics Collectibles, features game-used patches from rookies’ first MLB uniforms. Thanks to quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, this program became a reality and has been well-received by collectors.
Although Rubin admitted to a learning curve in the trading card industry, particularly around redemption cards, he emphasized that he took collectors’ and hobbyists’ feedback seriously. Topps has successfully reduced the presence of redemption cards in packs by about 75-80% by streamlining the process of obtaining player signatures more efficiently.
Addressing concerns about the fairness of card distribution, especially regarding suspicions of certain breakers receiving preferentially “loaded” boxes, Rubin has brought in an independent auditor to closely monitor how Fanatics’ cards are packaged and distributed. This move demonstrates Fanatics’ commitment to transparency and ensuring that all collectors have an equal chance of obtaining valuable cards.
Under Rubin’s leadership, the workforce at Topps has doubled since the acquisition by Fanatics, highlighting the company’s dedication to growth and development within the brand. This increase in staff aligns with Fanatics’ broader strategy of enhancing and evolving the Topps brand.
Rubin emphasized the importance of innovation in the industry, drawing parallels to brands like Nike that continuously reinvent their offerings. This commitment to innovation is evident in Topps’ approach to launching their popular products, turning them into significant and highly publicized events that capture the attention of collectors and enthusiasts.
An upcoming release that exemplifies this innovative spirit is the 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 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 special Brady cards in this release, adding an exclusive element to this year’s Bowman Draft.
In conclusion, Michael Rubin’s conversation with Bill Simmons revealed a fusion of passion, strategic thinking, and a dedication to innovation in Fanatics’ approach to the trading card industry and collectibles market. Through initiatives like the Topps MVP Buyback program and the MLB Debut patch program, as well as a commitment to transparency and growth, Fanatics and Topps are poised to make significant strides in revolutionizing the collectibles industry.
