Topps is featuring Tom Brady on a Montreal Expos trading card for fanatics.

• Fanatics, which acquired Topps trading card company in January 2022 for $500 million, has attempted various selling strategies to attract more than just hardcore sports collectibles enthusiasts.
• The livestreamed MLB trading card shopping events and rookie jersey patches are included.
• A Topps 2023 Bowman Draft set featuring 162 half-autographed Tom Brady Montreal Expos cards will be released on Tuesday, along with a No. 12 Brady Expos jersey from Mitchell & Ness.

In January 2022, Fanatics acquired Topps for approximately $500 million, with the goal of expanding its product offerings not only for existing collectors but also for the broader group of sports fans who were unfamiliar with trading cards and collectibles.

The trading cards market has recently introduced new sales strategies, such as jersey patches for top rookies and livestream shopping, with notable collectors showcasing their purchases during the Major League Baseball All-Star Game.

The Topps Bowman Draft set, featuring MLB draftees for the first time on a card, is one of the most eagerly awaited annual releases for baseball card collectors. Despite the low historical probability of a prospect making the majors, the opportunity for collectors to own the first card of a potential Hall of Famer makes it a highly sought-after trading card set under the Topps brand.

One MLB draftee was a lock for the Hall of Fame, but in another sport: Tom Brady.

Brady, renowned for his NFL career, was picked in the 18th round of the 1995 MLB Draft by the Montreal Expos. When Mike Mahan, CEO of Fanatics Collectibles, learned that Brady never had a baseball card, it aligned with the company's strategy for trading cards.

Mahan, who was previously the CEO of Dick Clark Productions, stated that when they consider their products and brands, they primarily focus on product segmentation. However, their ultimate goal is to make collecting enjoyable and authentic while fitting within the narrative and storytelling they create.

The Topps 2023 Bowman Draft set, which will be released on Tuesday, will contain 162 Brady cards randomly distributed across packs, with 81 of those featuring autographs. Additionally, Fanatics Collectibles is creating Brady-related content that imagines what his career would have looked like if he had chosen baseball instead of football.

Mitchell & Ness, acquired by Fanatics last year, will also be selling No. 12 Brady Expos jerseys as part of their broader Fanatics ecosystem. By gaining the trust of athletes, leagues, and partners, Fanatics aims to create unique and differentiated products that galvanize the collecting community and the sports community at large.

Mahan stated that Fanatics Collectibles is experiencing significant growth and is on track for a record year, despite the challenges in the economy. He also mentioned that the card collecting industry is thriving. Mahan did not provide further details on Topps' financials, but the company had previously reported record sales of $567 million in 2020, followed by a 23% year-over-year increase.

Mahan stated that although the industry may not seem to be growing as rapidly as the Covid pandemic, it is still beneficial for their business, as the strategies they are implementing are showing success across their portfolio.