Topps to be replaced as the BB Card Manuracturer

[polakoff]

Lots of sentiment around the Internet about Fanatics buying Topps. Remember that Topps makes most of its money on things that are not baseball cards. They are one of the top (if not the top) non-chocolate checkout candy manufacturers in the country. They have the soccer license as well as maybe the most important non-sports property in Star Wars, plus proprietary things like Garbage Pail Kids. I don’t think Fanatics wants to be in the candy and non-sports card market.

I find it more likely that Fanatics finds a way to license the Topps name. Some kind of deal in 2024-2025 that would allow them to utilize Topps’s MLB contract for logos and team names, and then use Topps’s IP thereafter. Think of it as “Topps x Fanatics” the way Topps does other collaborations. Topps Allen and Ginter by Fanatics, or what have you.

If there’s an acquisition I find it more likely they try to acquire Panini. Fanatics is huge in China, Panini is huge in Europe. They’ve got the globe covered (apologies to Australia and Africa) with that acquisition. Plus Panini has redefined two major sports in the last decade and those brand names like Prizm would be arguably more important to Fanatics than Chrome ever could be.

If they wanted to be really smart about it though they’d acquire Upper Deck which would come at a fraction of the price. That gives them the Michael Jordan exclusive, plus gives them the hockey license, thereby giving them all 4 sports. And in addition to all the Upper Deck brands you also get all the Fleer brands. Nostalgia central. That’s the play Fanatics should be making. They don’t need Topps.