Fanatics CEO Michael Rubin recently appeared on the Bill Simmons podcast, where he delved into the company’s entry into the collectibles market and shared his vision for the future of Topps and Fanatics. With the acquisition of Topps and the creation of Fanatics Collectibles almost two years ago, Rubin expressed great enthusiasm for this new venture, while acknowledging the need for continuous improvement and refinement.
One notable initiative led by Rubin is the Topps MVP Buyback program, a groundbreaking scheme that benefits 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 driving rapid and effective changes at Fanatics/Topps.
During the podcast, Rubin also discussed the MLB Debut patch program, an idea conceived by Mike Mahan of Fanatics Collectibles. Thanks to quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, this program became a reality, featuring game-used patches from rookies’ first MLB uniforms.
As a newcomer to the trading card industry, Rubin acknowledged the learning curve involved, particularly regarding redemption cards. Taking collector feedback seriously, he has successfully reduced the presence of redemption cards in packs by 75-80%, ensuring player signatures are obtained more efficiently.
Addressing concerns about card distribution fairness, specifically the suspicion of breakers receiving preferentially “loaded” boxes, Rubin has brought in an independent auditor to monitor how Fanatics’ cards are packaged and distributed, ensuring transparency and equal opportunities for collectors.
Under Rubin’s leadership, the workforce at Topps has doubled since the acquisition, demonstrating 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, as well as meet the demands of an evolving market.
Rubin emphasized the importance of innovation in the industry, using brands like Nike as inspiration for continual reinvention. This philosophy is reflected in Topps’ approach to product launches, transforming them into significant and highly anticipated events.
One such event on the horizon is the upcoming release of the 2023 Bowman Draft on December 12. This release stands out for incorporating autographs from top prospects and leveraging Fanatics’ endorsement deal with sports icon Tom Brady. Rubin’s personal connection with Brady, as a former Montreal Expos draft pick and a seven-time Super Bowl champion, suggests that special Brady cards may make an exclusive appearance in this year’s Bowman Draft, adding an extra element of excitement for collectors.
In conclusion, Michael Rubin’s discussion with Bill Simmons offered a glimpse into the passion, strategic thinking, and commitment to innovation that drive Fanatics’ approach to the trading card industry and collectibles market. With a focus on growth, transparency, and creating unique experiences for collectors, Fanatics and Topps are poised to make significant waves in the world of collectibles.
