Michael Rubin, the CEO of Fanatics, recently appeared on the Bill Simmons podcast to discuss the future of Topps and Fanatics Collectibles. Rubin expressed excitement about their foray into the collectibles market, following the acquisition of Topps and the creation of Fanatics Collectibles almost two years ago. While acknowledging the need for improvement and refinement, Rubin shared insights into the innovative initiatives and strategies driving their success.
One notable initiative led by Rubin is 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 featuring the current MVPs. Rubin’s strong personal relationships with key figures in the sports world have played a pivotal role in enabling rapid and effective changes at Fanatics/Topps.
During the podcast, Rubin also discussed the MLB Debut patch program, which was conceptualized by Mike Mahan from Fanatics Collectibles. With quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, this program became a reality. It features game-used patches from rookies’ first MLB uniforms and has garnered significant attention among collectors.
When entering the trading card industry, Rubin admitted to facing a learning curve, particularly regarding redemption cards. Recognizing the dissatisfaction of collectors and hobbyists with these cards, Rubin took their feedback seriously. As a result, Topps has successfully reduced the presence of redemption cards in packs by 75-80% by ensuring player signatures are obtained more efficiently.
To address concerns about the fairness of card distribution, including suspicions about breakers receiving preferentially “loaded” boxes, Rubin has brought in an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This transparent approach aims to alleviate any doubts and maintain trust among 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, ensuring that it remains at the forefront of the industry.
Rubin emphasized the importance of innovation in the trading card industry, drawing parallels with brands like Nike that continually reinvent their offerings. This philosophy is reflected in Topps’ approach to launching their popular products, transforming them into significant, highly-publicized events.
One such example of their innovative spirit is the upcoming 2023 Bowman Draft, set to be released on December 12. This release stands out 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 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, strategic thinking, and commitment to innovation in Fanatics’ approach to the trading card industry and collectibles market. With initiatives like the Topps MVP Buyback program and the MLB Debut patch program, along with a focus on reducing redemption cards and ensuring fair distribution, Rubin is paving the way for a continued success for Topps and Fanatics Collectibles.
