Fanatics CEO Michael Rubin recently sat down with Bill Simmons on the Bill Simmons podcast to discuss the future of Topps and the company’s entry into the collectibles market. Rubin’s energy and enthusiasm for this new venture were palpable as he discussed the innovation and improvements being made under his leadership.
One of the exciting initiatives Rubin discussed was the Topps MVP Buyback program. This unique scheme aims to boost business for hobby shops by offering collectors store credit in exchange for Topps Chrome cards of current MVPs. This program not only benefits collectors but also strengthens the relationship between Topps and hobby shops. Rubin’s personal connections within the sports world have been instrumental in facilitating quick and effective changes at Fanatics/Topps.
Rubin also talked about the MLB Debut patch program, a concept brought to life by Mike Mahan of Fanatics Collectibles. This program, made possible through discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, features game-used patches from rookies’ first MLB uniforms. By incorporating these patches into trading cards, Fanatics has created a unique and exciting collectible for fans.
Entering the trading card industry, Rubin acknowledged that there was a learning curve, particularly when it came to redemption cards. He took the feedback from collectors and hobbyists seriously, who expressed their dissatisfaction with these cards. 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.
Addressing concerns surrounding card distribution fairness, Rubin has brought in an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This initiative aims to ensure that breakers do not receive preferentially “loaded” boxes, providing a level playing field for collectors.
Since acquiring Topps, Rubin has prioritized growth and development within the company. Under his leadership, the workforce at Topps has doubled, showcasing a commitment to expanding and evolving the brand. This increase in staff is part of a larger strategy to enhance the overall experience for collectors and fans.
During the podcast, Rubin emphasized the importance of innovation in the trading card industry. Drawing a parallel with brands like Nike, he believes that continually reinventing offerings is crucial. Topps has embraced this philosophy by transforming their product launches into significant, highly-publicized events. These launches aim to create excitement and anticipation among collectors and fans alike.
An upcoming release that exemplifies this innovative spirit is the 2023 Bowman Draft, set to hit the shelves on December 12th. This release is notable for incorporating 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 possibility of special Brady-themed cards, adding an exclusive element to this year’s Bowman Draft.
In conclusion, Michael Rubin’s conversation with Bill Simmons showcased his passion, strategic thinking, and commitment to innovation in the trading card industry. As Fanatics continues to make strides in the collectibles market and reshape the future of Topps, collectors and fans can look forward to more exciting products and experiences in the world of trading cards.