On a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin provided fascinating insights into the company’s venture into collectibles, following their acquisition of Topps and the creation of Fanatics Collectibles nearly two years ago. Rubin’s interview showcased his enthusiasm for this new venture, while also acknowledging the areas that require improvement and refinement.
One of Rubin’s notable initiatives is the Topps MVP Buyback program, a unique scheme that boosts business for hobby shops by offering collectors store credit in exchange for Topps Chrome cards featuring current MVPs. Rubin’s personal relationships with key figures in the sports world have played a crucial role in enabling rapid and effective changes at Fanatics/Topps.
Another exciting program discussed by Rubin is the MLB Debut patch program, which originated from the ideas of Mike Mahan at Fanatics Collectibles. This program, made possible through quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, introduces game-used patches from rookies’ first MLB uniforms, adding significant value to the collectibles.
As Rubin entered the trading card industry, he admitted to facing a learning curve, particularly in relation to redemption cards. Taking collectors’ feedback seriously, he successfully addressed their dissatisfaction by reducing the presence of redemption cards in packs by 75-80%, ensuring player signatures are obtained more efficiently.
To address concerns regarding the fairness of card distribution, especially the suspicion of preferential treatment towards breakers receiving “loaded” boxes, Rubin has brought in an independent auditor to monitor how Fanatics’ cards are packaged and distributed, ensuring transparency and fairness.
Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition, showcasing 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.
Rubin emphasized the importance of innovation in the industry, drawing inspiration from brands like Nike, who constantly reinvent their offerings. This philosophy is evident in Topps’ approach to launching their popular products, transforming them into significant events that capture public attention.
The upcoming 2023 Bowman Draft, set for release on December 12, perfectly exemplifies this innovative spirit. This release is particularly exciting due to the inclusion of 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 exclusive Brady cards in this release, adding an element of exclusivity to this year’s Bowman Draft.
In conclusion, Rubin’s discussion with Bill Simmons revealed his passion, strategic thinking, and commitment to innovation in Fanatics’ approach to the trading card industry and collectibles market. With a focus on growth, transparency, and engaging products, Fanatics and Topps are poised to shape the future of collectibles in exciting and innovative ways.