On a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin provided a glimpse into the future of the trading card industry and collectibles market. With the acquisition of Topps and the creation of Fanatics Collectibles, Rubin expressed excitement and eagerness towards this new venture while acknowledging the need for continuous refinement and improvement.
One of the notable initiatives led by Rubin is the Topps MVP Buyback program. This innovative scheme aims to support hobby shops by offering collectors store credit in exchange for Topps Chrome cards featuring current MVPs. Rubin’s strong personal relationships with key figures in the sports world have been instrumental in implementing rapid and effective changes at Fanatics/Topps.
During the podcast, Rubin also discussed the MLB Debut patch program. This idea, conceptualized by Mike Mahan of Fanatics Collectibles, quickly became a reality through discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred. The program features game-used patches from rookies’ first MLB uniforms, providing collectors with a unique and coveted item.
As Rubin entered the trading card industry, he openly acknowledged a learning curve, specifically regarding redemption cards. Taking collectors’ feedback seriously, Topps successfully reduced the prevalence of redemption cards in packs by 75-80% by streamlining the process of obtaining player signatures.
Addressing concerns about the fairness of card distribution, particularly the suspicion of preferentially “loaded” boxes for breakers, Rubin has brought in an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This move demonstrates Rubin’s commitment to transparency and ensuring a level playing field for all collectors.
Under Rubin’s leadership, Topps has experienced significant growth, with the workforce doubling since its acquisition. This increase in staff reflects Rubin’s commitment to the development and enhancement of the Topps brand.
Rubin emphasizes the importance of innovation within the industry, drawing inspiration from brands like Nike, who continuously reinvent their offerings. Topps has adopted a similar approach, transforming their product launches into significant and highly publicized events.
An exciting example of this innovative spirit is the upcoming 2023 Bowman Draft, slated for release on December 12th. This release stands out for including 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 possibility of exclusive Brady cards in this year’s Bowman Draft, offering collectors a truly distinctive and sought-after item.
In conclusion, Michael Rubin’s conversation with Bill Simmons revealed his passion, strategic thinking, and commitment to innovation in the trading card industry and collectibles market. With the acquisition of Topps, Fanatics has positioned itself as a major player, and Rubin’s vision promises to reshape and elevate the trading card experience for collectors worldwide.
