In a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin provided exciting details about the future of Topps and the company’s dedication to innovation in the trading card industry. Rubin’s enthusiasm for their new venture was evident, as he discussed various initiatives and partnerships aimed at enhancing the fan experience and driving growth.
One standout program highlighted by Rubin was the Topps MVP Buyback program. This unique scheme allows collectors to trade in their Topps Chrome cards featuring current MVPs in exchange for store credit at hobby shops. This innovative approach not only boosts business for local stores but also creates a sense of excitement for collectors, knowing they can turn their valuable cards into new additions to their collections. Rubin’s personal relationships with key figures in the sports world have played a crucial role in bringing about rapid and effective changes at Fanatics/Topps.
Another exciting development mentioned by Rubin was the MLB Debut patch program, an idea that originated from Mike Mahan of Fanatics Collectibles. Through quick discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred, this program came to life. It features game-used patches from rookies’ first MLB uniforms, providing collectors with a unique and tangible piece of memorabilia to treasure.
Acknowledging the learning curve of entering the trading card industry, Rubin addressed the issue of redemption cards. Understanding collectors’ dissatisfaction with these cards, he took their feedback seriously and implemented measures to reduce their presence in packs by 75-80%. By improving the efficiency of obtaining player signatures, Topps has been able to offer a more satisfying experience to collectors.
Rubin also spoke about the importance of fairness in card distribution and addressed concerns about breakers receiving preferentially “loaded” boxes. To ensure transparency, Rubin has enlisted the help of an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This move demonstrates Rubin’s commitment to maintaining a level playing field and ensuring collectors have trust in the integrity of the product.
Since the acquisition of Topps, Rubin has focused on fostering growth and development within the company. The workforce at Topps has doubled under his leadership, highlighting the dedication to expanding the brand’s reach and influence in the industry. This increase in staff is part of a broader strategy to enhance the overall Topps experience and continue delivering quality products to collectors.
Emphasizing the importance of innovation, Rubin draws parallels to brands like Nike, which consistently reinvent their offerings. Topps follows a similar philosophy, turning product launches into significant events that generate buzz and excitement. One such example is the highly anticipated 2023 Bowman Draft, scheduled for release on December 12. This release promises autographs from top prospects and leverages Fanatics’ endorsement deal with Tom Brady. Rubin’s personal connection to the legendary quarterback hints at special Brady cards in this release, creating an exclusive and highly sought-after element for collectors.
In conclusion, Rubin’s conversation with Bill Simmons showcased his passion for the trading card industry and his commitment to pushing boundaries through innovation. His plans for Topps and the emphasis on delivering exceptional experiences to collectors demonstrate Fanatics’ dedication to elevating the industry to new heights. As fans and collectors eagerly await the future of Topps under Fanatics’ ownership, it’s clear that exciting times lie ahead for the trading card community.
