Fanatics CEO Michael Rubin recently appeared on the Bill Simmons podcast to discuss the future of Topps, innovation in the trading card industry, and his commitment to growth and development within Fanatics.
Rubin expressed great enthusiasm for Fanatics’ foray into collectibles, following their acquisition of Topps and the creation of Fanatics Collectibles nearly two years ago. He acknowledged that while there are still areas that require improvement and refinement, the company is poised to make significant strides in the industry.
One notable initiative led by Rubin is the Topps MVP Buyback program. This innovative scheme boosts business for hobby shops by offering collectors store credit in exchange for Topps Chrome cards of current MVPs. Rubin’s personal relationships with key figures in the sports world have been pivotal in enabling rapid and effective changes at Fanatics/Topps.
Rubin also discussed the MLB Debut patch program, an idea conceptualized by Mike Mahan of Fanatics Collectibles. Through quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, the program became a reality. It features game-used patches from rookies’ first MLB uniforms, further adding value and excitement for collectors.
Rubin acknowledged a learning curve when entering the trading card industry, particularly around redemption cards. Taking feedback from collectors and hobbyists seriously, Topps has successfully reduced the presence of redemption cards in packs by 75-80%. This has been achieved by ensuring player signatures are obtained more efficiently, satisfying collectors’ desires for a smoother experience.
Another concern Rubin addressed was the fairness of card distribution, specifically the suspicion of breakers receiving preferentially “loaded” boxes. To alleviate these concerns, Rubin has brought in an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This move demonstrates Fanatics’ commitment to transparency and ensuring a level playing field for collectors.
Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition, showcasing a 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, further solidifying its position in the trading card industry.
Rubin emphasized the importance of innovation, drawing parallels to brands like Nike that constantly reinvent their offerings. Topps has adopted a similar approach, transforming product launches into significant, publicized events. This focus on innovation is evident in the upcoming 2023 Bowman Draft release, set for December 12. This release will feature autographs from top prospects and leverage 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 special Brady cards in this release, adding an exclusive and exciting element to this year’s Bowman Draft.
In conclusion, Rubin’s conversation with Bill Simmons showcased a blend of passion, strategic thinking, and a commitment to innovation in Fanatics’ approach to the trading card industry and collectibles market. With Topps at the forefront and continuous improvements being made, the future looks promising for both Topps and Fanatics.
