Michael Rubin, CEO of Fanatics, recently appeared on the Bill Simmons podcast to share his insights into the future of Topps and Fanatics Collectibles. Rubin discussed the company’s foray into the collectibles market, including the acquisition of Topps and the creation of Fanatics Collectibles. While enthusiastic about their progress so far, Rubin also acknowledged the areas that require improvement and refinement.
One innovative program discussed by Rubin is the Topps MVP Buyback program. This program boosts business for hobby shops by offering collectors store credit in exchange for Topps Chrome cards featuring current MVPs. Rubin’s personal relationships with key figures in the sports world have been instrumental in implementing rapid and effective changes at Fanatics/Topps.
Rubin also mentioned the MLB Debut patch program, which was 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, adding a unique element to the collectibles market.
Acknowledging a learning curve in the trading card industry, Rubin specifically mentioned the issue of redemption cards. Collectors and hobbyists expressed dissatisfaction with these cards, and Rubin took their feedback seriously. As a result, Topps has successfully reduced the presence of redemption cards in packs by 75-80% by streamlining the process of obtaining player signatures.
To address concerns regarding card distribution fairness, particularly the suspicion of preferentially “loaded” boxes for breakers, Rubin has hired an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This move demonstrates a commitment to transparency and ensuring fairness within the industry.
Under Rubin’s leadership, the workforce at Topps has doubled since the acquisition, showcasing a commitment to growth and development within the company. This expansion is part of a larger strategy to enhance and evolve the Topps brand.
Rubin emphasized the importance of innovation in the industry, citing brands like Nike that continually reinvent their offerings. Topps has adopted a similar philosophy and approaches the launch of their popular products as significant, publicized events. This commitment to innovation can be seen in the upcoming release of the 2023 Bowman Draft, scheduled for December 12. The release will feature autographs from top prospects and will 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 the inclusion of special Brady cards, adding an exclusive element to this year’s Bowman Draft.
In conclusion, Michael Rubin’s conversation with Bill Simmons showcased his passion for the trading card industry, strategic thinking, and commitment to innovation. With Topps and Fanatics Collectibles, Rubin aims to revolutionize the industry and create exciting experiences for collectors and enthusiasts alike.
