Fanatics CEO Michael Rubin recently appeared on the Bill Simmons podcast, where he shared exciting insights into the company’s expansion into the world of collectibles. With the acquisition of Topps and the establishment of Fanatics Collectibles, Rubin showcased his enthusiasm for this new venture while highlighting the ongoing need for improvement and evolution in the industry.
One notable program led by Rubin is the Topps MVP Buyback. This groundbreaking initiative boosts business for 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 played a crucial role in enabling quick and effective changes within Fanatics/Topps.
Another exciting addition to the collectibles market is the MLB Debut patch program, brought to life through collaboration with Mike Mahan of Fanatics Collectibles. Thanks to prompt discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, this program now features game-used patches from rookies’ first MLB uniforms, delighting collectors with unique memorabilia items.
While entering the trading card industry, Rubin acknowledged a learning curve, specifically regarding redemption cards. Taking collectors’ feedback to heart, Topps successfully reduced the presence of redemption cards in packs by an impressive 75-80%, streamlining the process of obtaining players’ signatures and enhancing customer satisfaction.
In response to concerns about fairness in card distribution, especially suspicions of preferentially “loaded” boxes for breakers, Rubin has implemented an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This transparency ensures that collectors can trust the integrity of the products they purchase.
Under Rubin’s leadership, the workforce at Topps has doubled since the acquisition, exemplifying his commitment to growth and development within the company. This focus on expanding the team aligns with Rubin’s broader strategy to elevate and transform the Topps brand in the ever-evolving collectibles market.
Innovation also stands as a cornerstone of Fanatics’ approach, drawing inspiration from renowned brands like Nike, known for their continual reinvention. Topps exemplifies this philosophy by turning product launches into significant, publicized events, garnering excitement among collectors and fans alike.
One such highly anticipated release is the upcoming 2023 Bowman Draft, scheduled for December 12. This innovative release includes autographs from top prospects and capitalizes on Fanatics’ endorsement partnership with legendary quarterback Tom Brady. Rubin’s personal connection with Brady, coupled with the fact that he was once drafted by the Montreal Expos, suggests the possibility of special Brady cards in the 2023 Bowman Draft, adding an exclusive and unique element to this year’s collection.
In conclusion, Rubin’s conversation with Bill Simmons offered a glimpse into the passion, strategic thinking, and relentless commitment to innovation that drives Fanatics’ vision for the trading card industry and collectibles market. With groundbreaking programs, collaborative partnerships, and a dedication to customer satisfaction, Fanatics is positioned to revitalize and reshape the world of collectibles for years to come.
