On the Bill Simmons podcast, Fanatics CEO Michael Rubin revealed his excitement for the company’s venture into collectibles, following their acquisition of Topps and the establishment of Fanatics Collectibles. Despite acknowledging room for improvement, Rubin’s passion and strategic thinking were evident as he discussed various initiatives and his commitment to innovation in the trading card industry.
One of the notable initiatives spearheaded 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. Rubin’s strong relationships with key figures in the sports world have been crucial in enabling rapid and effective changes within Fanatics and Topps.
Rubin also highlighted the MLB Debut patch program, an idea conceptualized by Mike Mahan of Fanatics Collectibles. Thanks to swift discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, this program became a reality. The program features game-used patches from rookies’ first MLB uniforms, adding additional value and excitement for collectors.
Admitting to a learning curve upon entering the trading card industry, Rubin specifically addressed the issue of redemption cards. Topps has taken the feedback of collectors and hobbyists seriously, resulting in a significant reduction of redemption cards in packs by 75-80%. This improvement ensures that player signatures are obtained more efficiently, enhancing the overall experience for collectors.
Another concern addressed by Rubin was the fairness of card distribution, particularly the suspicion of breakers receiving preferentially “loaded” boxes. To alleviate these concerns, Fanatics has brought in an independent auditor to monitor the packaging and distribution of their cards, providing transparency and maintaining trust within the community.
Since the acquisition of Topps, Rubin has demonstrated a commitment to growth and development within the company. As a testament to this commitment, the workforce at Topps has doubled under Rubin’s leadership, aiding in the enhancement and evolution of the brand.
Rubin emphasized the importance of innovation in the industry, drawing inspiration from brands like Nike that constantly reinvent themselves. Topps has embraced this philosophy by transforming the launch of their popular products into significant, publicized events. This approach creates excitement and anticipation among collectors, elevating the overall experience.
An excellent example of this innovative spirit is the upcoming 2023 Bowman Draft set for release on December 12. This release stands out for its incorporation of autographs from top prospects and for 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, suggests the inclusion of special Brady cards in this release, adding an exclusive element to this year’s Bowman Draft.
In conclusion, Michael Rubin’s discussion 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 a focus on reducing redemption cards, Rubin is paving the way for a dynamic and exciting future for Fanatics and Topps.
