During a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin provided interesting insights into the company’s exciting venture into the world of collectibles, particularly following their acquisition of Topps and the creation of Fanatics Collectibles nearly two years ago. Rubin’s enthusiasm and commitment to innovation were evident throughout the conversation, as he discussed various initiatives and highlighted the potential for growth and development within the industry.

One notable initiative discussed by Rubin was the Topps MVP Buyback program, a unique scheme aimed at boosting business for hobby shops. This program offers collectors store credit in exchange for Topps Chrome cards featuring the most valuable players (MVPs) of the current season. By leveraging his personal relationships with key figures in the sports world, Rubin has been able to quickly implement this innovative program and provide collectors with a new and exciting way to engage with their favorite sports stars.

Rubin also shared details about the MLB Debut patch program, an idea generated by Mike Mahan of Fanatics Collectibles. Through 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, giving collectors an opportunity to own a unique piece of baseball history.

As Fanatics entered the trading card industry, Rubin acknowledged the learning curve involved, particularly with regards to redemption cards. He took collector and hobbyist feedback seriously and made significant changes to address their dissatisfaction. Consequently, 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 the fairness of card distribution, Rubin has also brought in an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This move aims to ensure transparency and maintain the integrity of the trading card market, alleviating potential suspicions of preferential treatment towards certain breakers.

Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition, signaling a clear commitment to growth and development within the company. This expansion of 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 stressed the importance of innovation in the industry, drawing parallels with brands like Nike, who continuously reinvent their offerings. Topps has embraced this philosophy by transforming their product launches into significant, high-profile events. This approach allows collectors and enthusiasts to anticipate and engage with new releases, generating excitement and boosting the overall appeal of trading cards.

One upcoming release that exemplifies this innovative spirit is the 2023 Bowman Draft, scheduled for release on December 12. This highly anticipated 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, suggests the possibility of special Brady cards in this release, adding an exclusive and highly sought-after element to the 2023 Bowman Draft.

In conclusion, Michael Rubin’s conversation with Bill Simmons highlighted his passion, strategic thinking, and commitment to innovation in Fanatics’ approach to the trading card industry and collectibles market. By implementing new programs, addressing collector concerns, and fostering growth within Topps, Rubin aims to position Fanatics as a leading force in the industry, continually pushing the boundaries of what is possible in the world of collectibles.

Source