In a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin provided insights into the company’s future plans for Topps and their commitment to innovation in the trading card industry. With their acquisition of Topps and the creation of Fanatics Collectibles, Rubin expressed great enthusiasm for the company’s foray into collectibles while acknowledging the need for improvement and refinement.
One notable initiative led by Rubin is the Topps MVP Buyback program. Built to boost business for hobby shops, this innovative program offers 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 instrumental in implementing effective changes at Fanatics/Topps.
Another exciting program discussed by Rubin was the MLB Debut patch program. Conceptualized by Mike Mahan of Fanatics Collectibles, this program features game-used patches from rookies’ first MLB uniforms. Thanks to quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, this idea became a reality.
When it comes to the trading card industry, Rubin admitted to a learning curve, particularly with regards to redemption cards. He took collectors’ and hobbyists’ feedback seriously, addressing their dissatisfaction with these cards. As a result, Topps has successfully reduced the presence of redemption cards in packs by 75-80%, ensuring player signatures are obtained more efficiently.
Addressing concerns regarding the fairness of card distribution, specifically suspicions of breakers receiving preferentially “loaded” boxes, Rubin has brought in an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This move aims to maintain transparency and trust within the industry.
Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition. This expansion demonstrates both a commitment to growth and development within the company. It forms part of a larger strategy to enhance and evolve the Topps brand.
Rubin emphasized the importance of innovation in the trading card industry, drawing parallels to brands like Nike that continually reinvent their offerings. This philosophy is evident in Topps’ approach to product launches, transforming them into significant, highly publicized events.
An example of this innovative spirit is the upcoming 2023 Bowman Draft, set to be released on December 12. This release is particularly notable for featuring 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, suggests the inclusion of exclusive Brady cards in this release, adding a special and exciting element to this year’s Bowman Draft.
In conclusion, Michael Rubin’s discussion with Bill Simmons showcased his passion, strategic thinking, and commitment to innovation in Fanatics’ approach to the trading card industry and the collectibles market. With the acquisition of Topps and the implementation of various innovative programs, Fanatics aims to revolutionize the industry and provide collectors with new and exciting experiences.
