Michael Rubin, the CEO of Fanatics, recently appeared on the Bill Simmons podcast and provided fascinating insights into the future of Topps and the company’s foray into collectibles. With their acquisition of Topps and the introduction of Fanatics Collectibles two years ago, Rubin discussed the exciting potential of this new venture while acknowledging the need for continual improvement and refinement.
One significant initiative led by Rubin is the Topps MVP Buyback program, which has proven to be an innovative scheme. This program not only boosts business for hobby shops but also offers collectors store credit in exchange for Topps Chrome cards featuring current MVPs. Rubin’s personal relationships with influential figures in the sports world have played a crucial role in enabling rapid and effective changes at Fanatics/Topps.
During the discussion, Rubin also highlighted the MLB Debut patch program, which originated from Fanatics Collectibles’ Mike Mahan. Thanks to quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, this program became a reality. It features game-used patches from rookies’ first MLB uniforms, providing collectors with a unique and exciting item to add to their collections.
While reflecting on his entry into the trading card industry, Rubin admitted to a learning curve, particularly regarding redemption cards. He took the feedback from collectors and hobbyists seriously, recognizing their dissatisfaction with these cards. As a result, Topps has successfully reduced the presence of redemption cards in packs by 75-80%, ensuring that player signatures are obtained more efficiently.
To address concerns regarding the fairness of card distribution, particularly suspicions of favoritism towards breakers receiving “loaded” boxes, Rubin has engaged an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This step demonstrates his commitment to transparency and maintaining integrity within the industry.
Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition, showcasing a dedication to growth and development within the company. This increase in staff is part of a comprehensive strategy to enhance and evolve the Topps brand, ensuring it remains at the forefront of the trading card industry.
Rubin emphasized the importance of innovation in the industry, drawing parallels to legendary brands like Nike that continually reinvent their offerings. Topps has embraced this philosophy by transforming product launches into significant, highly-publicized events. This approach creates excitement and anticipation among collectors, driving increased engagement and sales.
One such innovative product release on the horizon is the highly-anticipated 2023 Bowman Draft, set to launch on December 12. This release stands out for its inclusion of autographs from top prospects and capitalizes on 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 possibility of special Brady cards in this release, adding an exclusive element to this year’s Bowman Draft and further enticing collectors.
In conclusion, Rubin’s conversation with Bill Simmons showcased his passion, strategic thinking, and unwavering commitment to innovation in Fanatics’ approach to the trading card industry and the collectibles market as a whole. With Topps under their wing, Fanatics is poised to revolutionize the industry while continually evolving and meeting the evolving demands of collectors and fans alike. These exciting developments are sure to fuel anticipation and excitement in the trading card community in the coming years.
