Fanatics Collectibles

What Fanatics Collectibles does

Fanatics Collectibles is a division of Fanatics Inc. (founded 2021) that operates as a licensor, producer, designer and seller of physical and digital trading cards, sports memorabilia and other digital collectibles. The division was built around the 2022 acquisition of Topps for approximately $500 million and now holds exclusive multi-year trading card licensing rights with the NFL, NBA, MLB and NHL (plus Players Associations), as well as global rights for Disney, Pixar and Marvel starting in 2025. It distributes through Fanatics.com and Topps.com direct-to-consumer e-commerce, 2,000+ physical retail locations (including the Lids chain), dedicated ChromeVault card vault storefronts, and emerging Web3 channels. Its core technology stack combines a vertically integrated v-Commerce operating model with Adobe Firefly Services enabling AI-accelerated digital card production — Topps Now can release cards within 24 hours of major sports moments, processing content 6x faster than prior capability. A separate Phygitals integration on Solana extends tokenized (phygital) cards into a Web3 storefront inside Fanatics Collect.

Revenue is generated through multi-stream monetization: physical card packs and hobby boxes ($2-$200+ price points, plus premium autograph/rookie cards worth thousands to hundreds of thousands of dollars), digital card and NFT transactions, sports memorabilia (autographs, game-used items, commemorative merchandise) and licensing royalties on the Topps brand. End customers are sports collectors and hobbyists (primary), general sports fans, alternative-asset-seeking investors (the card grading services market reached $4.1B in 2025), and digitally-native younger fans onboarding into the hobby — collectively reaching 100M+ fans globally across 180+ countries. GTM combines enterprise licensing negotiations with leagues and athletes, event-driven physical activations (Fanatics Fest, ChromeVault drops, stadium retail) and product-led digital drop campaigns on Topps Now. Notable CEO is Mike Mahan; the business is currently engaged in an antitrust dispute with Panini (lawsuit and countersuit) over exclusive league licensing practices, which constitutes a material regulatory overhang on the growth strategy.

Name

Fanatics Collectibles

Legal name

Fanatics Holdings, Inc.

Website

https://fanaticsinc.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Fanatics Collectibles is the trading card and memorabilia division of Fanatics Inc. that holds exclusive licenses with the NFL, NBA, MLB, NHL and Disney/Pixar/Marvel to design, produce and sell physical and digital trading cards through Topps-branded retail, D2C and Web3 channels to a global collector base.

Ownership category

akta.pro rank

Product category

Sports Trading Cards and Collectibles

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Sports Trading Cards Retail (CRAMAOAA)

akta.pro secondary industries

Digital Sports Collectibles Retail (NFTs) (CRAMAOAK), Sports Collectibles Marketplace & Auction Platforms (CRAMAOAI), Sports NFTs & Collectibles Marketplaces (FSADANAH)

Keywords

• Sports trading cards
• Digital collectibles
• Sports memorabilia
• Licensed merchandise
• NFT trading cards

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Physical Trading Cards: Sale of physical trading cards through Topps brand including NFL, NBA, MLB, NHL, and other sports properties. Revenue generated from pack/box sales, hobby box sales, and individual card transactions.
2. Digital Trading Cards and NFTs: Digital collectibles including Topps Now instant release cards and blockchain-based tokenized assets. Revenue from digital asset sales and trading.
3. Sports Memorabilia: Licensed sports memorabilia including autographs, game-used items, and commemorative merchandise.
4. Licensing Royalties: Revenue from licensing Topps brand and trading card rights to other manufacturers and partners.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Fanatics Collectibles is a global licensor, producer, designer, and seller of physical and digital trading cards, sports memorabilia, and digital assets for sports and entertainment properties. Operating under the Topps brand and other sub-brands (Topps Now, ChromeVault), the company produces officially licensed trading cards for the NFL, NBA, MLB, NHL, and Disney/Pixar/Marvel, and releases AI-accelerated digital collectibles within 24 hours of major sports moments via Adobe Firefly Services, with blockchain-based phygital cards distributed through the Solana-integrated Phygitals marketplace.

Product overview

Fanatics Collectibles is a division of Fanatics Inc. that operates as a leading licensor, producer, designer, and seller of physical and digital trading cards, sports memorabilia, and digital assets. The portfolio is anchored by Topps (acquired in 2022 for approximately $500 million), which produces physical and digital trading cards across NFL, NBA, MLB, and entertainment properties (Disney, Pixar, Marvel). Key products include Topps Now (AI-accelerated digital trading cards released within 24 hours of sports moments), ChromeVault (physical card vault services with nationwide access), and integration with blockchain-based phygital collectibles. Fanatics Collectibles serves as part of the broader Fanatics ecosystem alongside Fanatics Commerce, Fanatics Betting & Gaming, and other divisions.

Differentiator

Problem solved

Functional benefit

Brands

• Topps: Leading brand for physical and digital trading cards, acquired by Fanatics Collectibles in 2022. Topps produces trading cards for NFL, NBA, MLB, and entertainment properties including Disney, Pixar, and Marvel.
• Topps Now

Products and services

• Topps Branded Trading Cards (NFL, NBA, MLB, NHL) Officially licensed physical and digital trading cards under the Topps brand covering the NFL, NBA, MLB, NHL and other sports, sold to collectors and fans globally.
• Topps Now Digital Trading Cards Digital trading card product line that creates and releases cards within 24 hours of major sports moments such as Shohei Ohtani strikeouts or Luka Dončić triple-doubles, using Adobe Firefly AI services for accelerated production (6x faster processing).
• ChromeVault (formerly CardVault by Tom Brady) Physical card vault service with 14 nationwide locations where collectors can access exclusive card drops and athlete engagement experiences such as FaceTime opportunities with Tom Brady.
• Topps Disney, Pixar and Marvel Trading Cards Licensed character-based trading cards covering Disney, Pixar and Marvel properties, expanding the Topps portfolio beyond traditional sports into entertainment franchises.
• Phygitals Tokenized Collectibles (Solana) Blockchain-based tokenized phygital (physical-digital) trading cards distributed via the Solana network, integrating Web3 and Web2 collector markets through the Fanatics Collect marketplace.
• Sports Memorabilia Licensed sports memorabilia including autographs, game-used items, and commemorative merchandise sold via the Fanatics ecosystem.

Quantifiable outcome

• Digital trading card production time reduced from weeks to hours, enabling 6x faster content processing
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Tom Brady (ChromeVault)minorStrategic or Co-development Partner · 14 April 2026CardVault by Tom Brady transforms into ChromeVault across 14 nationwide locations from April 15-19 to celebrate 2025 Topps Chrome Football release. Customers pulling Tom Brady autograph cards get FaceTime opportunity with him, emphasizing community and athlete engagement.
• Adobe (Firefly Services)coreTechnology or Integration · 26 January 2026Adobe Firefly Services implementation accelerated digital trading card production from weeks to hours, enabling creation of cards within 24 hours of major sports moments. Topps Now digital card product now processes content six times faster.
• NBA and NBA Players AssociationcoreStrategic or Co-development Partner · 15 October 2025Topps returning to NBA trading cards with officially licensed product launching October 23, 2025, first NBA license since 2009-10 season. New product features Rookie Debut Patch program and Gold NBA Logoman Patch for MVP, Rookie of the Year, and Defensive Player of the Year winners.
• NFL and NFL Players AssociationcoreStrategic or Co-development Partner · 2 April 2025Multi-year exclusive trading card partnership making Topps the official NFL trading card partner with global distribution rights. First NFL release was 2025 Topps Chrome Football on April 15, 2025. This marks Topps' return to NFL cards since 2016 after Panini's exclusive rights expired.
• Disney Consumer ProductscoreStrategic or Co-development Partner · 12 September 2024Topps acquired global trading card rights for Disney, Pixar, and Marvel starting in 2025. This allows Topps to produce and distribute physical Marvel trading cards in the U.S. for the first time, expanding character-based trading cards portfolio.
• ToppscoreStrategic or Co-development Partner · 5 February 2024Fanatics acquired Topps' trading cards and collectibles businesses including both physical and digital products in a deal valued around $500 million. Topps becomes a core brand within Fanatics Collectibles portfolio.
• Saudi Arabian Football FederationminorStrategic or Co-development PartnerTopps added SAFF as latest soccer partnership, continuing expansion of soccer portfolio under Fanatics-owned collectibles brand.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Funko: Funko is a broader licensed collectibles incumbent producing Pop! vinyls, figurines, and related products across sports and entertainment IP. While not a trading card competitor, it competes for the same collector wallet and licensed-IP categories that Fanatics Collectibles targets.

Direct peers

• Upper Deck: Upper Deck is a leading sports and entertainment trading card manufacturer competing directly with Topps and Panini across NHL, NBA, and other properties. It is one of the few scaled alternatives to the Fanatics/Panini duopoly in officially licensed sports cards.
• The Pokémon Company: The Pokémon Company operates the world's largest collectible card game (Pokémon TCG) and competes with Topps for hobby shelf space, collector mindshare, and youth-collector acquisition. Its Disney-level IP scale makes it a comparable peer in entertainment-driven trading cards.
• Panini: Panini is the principal direct competitor to Fanatics Collectibles in sports and entertainment trading cards. Panini held the exclusive NFL, NBA, and FIFA trading card licenses until Fanatics reclaimed NFL (2025) and NBA (2025); it remains the exclusive FIFA World Cup card licensee and the plaintiff in active antitrust litigation against Fanatics.
• Konami (Yu-Gi-Oh!): Konami produces the Yu-Gi-Oh! TCG, a major collectible card game competing directly with Topps Now and Topps Marvel for hobby-channel shelf space and collector engagement. Comparable in physical card manufacturing and licensing-driven content model.

Others

• PWCC Marketplace: PWCC is one of the largest online trading card marketplaces and auction platforms. As a secondary-market infrastructure provider, it competes with Fanatics Collect' marketplace and influences liquidity and price discovery for Topps cards.
• Professional Sports Authenticator (PSA): PSA is the dominant third-party sports card grading and authentication service. It is not a competitor to Fanatics Collectibles but is a critical adjacent participant whose grading standards and turnaround times directly affect secondary-market pricing and collector demand for Topps products.
• Certified Guaranty Company (CGC): CGC is a major card grading and authentication competitor to PSA. As an ecosystem participant in the collectibles aftermarket, its grading standards and market share influence secondary-market liquidity for cards produced by Fanatics Collectibles.
• Goldin Auctions: Goldin is a leading auction house for high-end sports and trading card collectibles. It is an ecosystem participant rather than a competitor, but the secondary-market prices it sets directly drive demand and pricing power for premium Topps products.

Emerging players

• Dapper Labs (NBA Top Shot): Dapper Labs operates NBA Top Shot, the flagship blockchain-based sports collectibles platform, and is a direct comparable in the digital sports collectibles niche. It is an emerging player relative to Fanatics Collectibles' scale but competes for the same digital sports IP licensing pool (NBA).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fanatics-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fanatics Collectibles