Fanatics CEO Michael Rubin recently appeared on the Bill Simmons podcast, shedding light on the company’s venture into collectibles and discussing the future of Topps after its acquisition by Fanatics. Rubin’s enthusiasm for this new endeavor was evident, but he also acknowledged the need for improvement and refinement in certain areas.
One of Rubin’s notable initiatives is the Topps MVP Buyback program, which seeks to boost business for hobby shops. This innovative scheme offers 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 swift and effective changes at Fanatics/Topps.
Another program discussed by Rubin was the MLB Debut patch program, an idea conceived by Mike Mahan of Fanatics Collectibles. This program, made possible through discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, offers game-used patches from rookies’ first MLB uniforms. This unique offering serves as a testament to Fanatics’ commitment to providing collectors with exclusive and memorable collectibles.
As Rubin delved into the world of trading cards, he revealed a learning curve, particularly with regards to redemption cards. By taking collector and hobbyist feedback to heart, Topps has successfully reduced the presence of redemption cards in packs by 75-80%. This improvement ensures that player signatures are obtained more efficiently, addressing the dissatisfaction expressed by collectors.
In an effort to address concerns regarding the fairness of card distribution, especially the suspicion of breakers receiving preferentially “loaded” boxes, Rubin has brought in an independent auditor. The auditor’s role is to monitor how Fanatics’ cards are packaged and distributed, ensuring transparency and integrity in the collector’s experience.
Under Rubin’s leadership, the workforce at Topps has doubled since the acquisition by Fanatics, demonstrating the company’s commitment to growth and development. This increase in staff is part of a larger strategy to enhance and evolve the Topps brand, aiming to provide collectors with an unparalleled experience in the trading card industry.
Rubin emphasized the importance of innovation in the industry, drawing parallels to brands like Nike that constantly reinvent their offerings. Topps embraces this philosophy through their approach to launching popular products, turning them into significant and highly publicized events. This emphasis on innovation ensures that collectors and enthusiasts remain engaged and excited about the Topps brand.
An example of this innovative spirit is the upcoming 2023 Bowman Draft, set for release on December 12. This release is 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, hints at the inclusion of special Brady cards in this release, adding an exclusive element to this year’s Bowman Draft.
In conclusion, Michael Rubin’s discussion with Bill Simmons showcased his passion, strategic thinking, and dedication to innovation in Fanatics’ approach to the trading card industry and collectibles market. With innovative programs, a commitment to improvement, and a focus on growth, Fanatics and Topps are poised to reshape the industry and deliver exciting experiences for collectors worldwide.
