Michael Rubin, the CEO of Fanatics, recently appeared on the Bill Simmons podcast to discuss the future of the collectibles market, following Fanatics’ acquisition of Topps and the creation of Fanatics Collectibles. Rubin’s enthusiasm for this new venture was palpable, as he outlined his vision for the future while acknowledging the need for improvement and refinement.
One of the notable initiatives discussed by Rubin was the Topps MVP Buyback program. This innovative scheme aims to boost 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 played a crucial role in enabling rapid and effective changes at Fanatics/Topps.
Rubin also shed light on the MLB Debut patch program, an idea brought to life by Mike Mahan of Fanatics Collectibles. Through quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, this program now features game-used patches from rookies’ first MLB uniforms. The collaboration between Fanatics and MLB has resulted in unique and highly sought-after collectibles for fans.
Acknowledging a learning curve in the trading card industry, Rubin admitted to the challenges around redemption cards. Taking feedback from collectors and hobbyists to heart, Rubin and the Topps team have successfully reduced the presence of redemption cards in packs by 75-80%. They have streamlined the process of obtaining player signatures, ensuring a more efficient and satisfying experience for collectors.
Addressing concerns about card distribution fairness, particularly the suspicion of preferentially “loaded” boxes for breakers, Rubin has implemented an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This move aims to create transparency and trust within the collector community.
Under Rubin’s leadership, the workforce at Topps has doubled since its 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, ensuring it remains at the forefront of the industry.
Rubin emphasized the importance of innovation, drawing inspiration from brands like Nike that constantly reinvent their offerings. This philosophy is evident in Topps’ approach to product launches, turning them into significant and highly-publicized events. The upcoming 2023 Bowman Draft, set to be released on December 12, is a prime example of this innovative spirit. The release will feature autographs from top prospects and 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 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 for the trading card industry and the collectibles market, while highlighting his strategic thinking and commitment to innovation. With Rubin at the helm, Topps and Fanatics are poised to shape the future of the industry by continually pushing boundaries and creating unique experiences for collectors and sports fans alike.
