Fanatics CEO Michael Rubin recently sat down for an insightful conversation with Bill Simmons on the future of Topps and Fanatics, shedding light on the company’s exciting foray into the world of collectibles and their dedication to innovation in the trading card industry.
During the discussion, Rubin expressed his enthusiasm for the new venture, which began with Fanatics’ acquisition of Topps and the subsequent creation of Fanatics Collectibles nearly two years ago. He acknowledged that while there are areas that still need improvement and refinement, he is confident in the direction the company is heading.
One notable initiative led by Rubin is the Topps MVP Buyback program, a creative scheme designed to boost business for hobby shops. The program incentivizes collectors by offering store credit in exchange for Topps Chrome cards featuring current MVPs. Rubin’s strong personal relationships with influential figures in the sports world have played a crucial role in facilitating swift and effective changes within Fanatics/Topps.
Another exciting development discussed by Rubin was the MLB Debut patch program, an idea conceived by Mike Mahan of Fanatics Collectibles. This program, made possible thanks to quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, showcases game-used patches from rookies’ first MLB uniforms, delighting fans and collectors alike.
While entering the trading card industry, Rubin acknowledged a learning curve, specifically in regard to 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%, improving the overall customer experience and ensuring player signatures are obtained more efficiently.
To address concerns regarding card distribution fairness, particularly suspicions of breakers receiving preferential “loaded” boxes, Rubin has brought in an independent auditor to closely monitor how Fanatics’ cards are packaged and distributed. This commitment to transparency ensures an equitable experience for collectors and supports the integrity of the industry.
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 broader strategy to enhance and evolve the Topps brand.
Rubin stressed the importance of innovation in the industry, drawing comparisons to renowned brands like Nike, which continually reinvent their offerings. This forward-thinking philosophy is evident in Topps’ approach to launching their popular products, transforming them into significant, highly publicized events that capture the attention of collectors and fans alike.
One such event that exemplifies this innovative spirit is the upcoming 2023 Bowman Draft, set to be released on December 12. This release is particularly noteworthy for incorporating autographs from top prospects and leveraging Fanatics’ endorsement deal with the legendary Tom Brady. Rubin’s personal connection with Brady, a seven-time Super Bowl champion and former Montreal Expos draft pick, hints at special edition Brady cards in this release, adding an exclusive and highly sought-after element to this year’s Bowman Draft.
In conclusion, Rubin’s conversation with Bill Simmons showcased his passion, strategic thinking, and unwavering dedication to innovation in Fanatics’ approach to the trading card industry and the broader collectibles market. With a focus on enhancing customer experience, fostering transparent practices, and continually pushing the boundaries of what’s possible, Fanatics is poised to revolutionize the industry and set new standards for years to come.