Julio Rodríguez of the Seattle Mariners was the American League Rookie of the Year in 2022. MLB trading card partner Fanatics has plans for new rookie card features this season as part of a bigger plan to increase the value of Topps baseball cards for collectors.
Diamond Images | Diamond Images | Getty Images
Fanatics made waves in the sports and collectibles industries when it pried the rights to make trading cards for Major League Baseball from incumbent Topps in August 2021, ending a partnership that dated back to 1952. The sports platform company made another huge splash last January when it acquired Topps outright for roughly $500 million.
Now, after releasing its first major Topps set alongside the start of the 2023 MLB season, Fanatics is starting to show how it plans to elevate the trading cards and collectibles space.
“Fanatics is focused on the best experience for the fan, and collectibles is focused on the best collector experience,” said Fanatics Collectibles CEO Mike Mahan. “That means having the most innovative, thoughtful, authentic products possible.”
Mahan, who joined Fanatics in June to lead the company’s trading cards and digital collectibles business after serving as CEO of Dick Clark Productions, said the “the collector experience in 2023 will be the best collector experience ever, and 2024 will be even better.”
That belief is driven from Fanatics Collectibles’ main focus areas so far, Mahan said: educating new collectors and better onboarding them into the hobby, building out the marketing around collectibles, enhancing the existing collector ecosystem and experience, and innovation.
Rookies play a big role in increasing baseball card value
Innovation drove one of the new initiatives Fanatics is adding this year around typically one of the biggest points of excitement, and value, for card collectors: the debut cards of highly touted rookies.
“One of the central questions that we’ve been trying to answer is how do we get cards to really capture the big moments,” Mahan said. “Baseball cards have been about the rookies for so long, so if rookie cards are the biggest things in sports, how do we make the best possible card? How do we bring people closer to that moment?”
That led to the creation of MLB Debut Patches, which Fanatics is touting as the first-ever memorabilia made in partnership with a pro sports league specifically for the inclusion on trading cards. Working with MLB and the MLB Players Association, every player who makes their debut this season will have a patch on their jersey. After the game, the patch will be authenticated and placed directly onto their rookie card in a future Topps set.
MLB chief revenue officer Noah Garden said that is the sort of the thing that will continue the momentum among collectibles and trading cards.
“It’s that emotional connection that drives the hobby, and brings fans closer to the game,” said Garden, who described himself as an avid baseball card collector. “They want to feel like a part of the game, and what is a better way to do that than to have something that was actually a part of it?”
While the sports trading card industry had seen growth in recent years, the pandemic put the hobby into overdrive. Cards across sports have been selling for record prices, including a $12.6 million sale for a 1952 Topps Mickey Mantle rookie card, the highest price ever paid for a trading card.
U.S. Google searches for “best sports cards to buy right now” increased by 680% between January 2020 and February 2023, according to data provided to CNBC by online visibility management SaaS platform Semrush. During the same period, average U.S. monthly visits to Topps.com grew by 218.5% to nearly 1.2 million, Semrush data showed.
But even as other collectibles that boomed during the pandemic have fallen out of favor like NFTs and Funko Pops, trading cards have looked to maintain their momentum.
Jeff Owens, editor of Sports Collectors Digest, the largest trade publication covering sports trading cards, said that the resurgence of the hobby was “primarily due to a resurgence in buying and selling during the pandemic and a large group of wealthy investors looking for alternative assets.”
The softening of the economy led a decline in the market of modern cards last year, but values and demand are still “well above” what they were before the pandemic, Owens said, adding that the market for vintage cards like the Mantle rookie card is “very, very strong.”
Owens also pointed to the growth and support of card shows across the U.S. – nearly 1,000 planned for 2023, which is a significant increase compared to previous years.
Mahan said that from Fanatics’ perspective, “it’s a very strong time for the hobby right now.”
The global sports trading card market is valued at $44 billion and is expected to approach $100 billion in 2027, according to data from Verified Market Research.
“We think very firmly that the best days are in front of it; we can’t control the broader economy and like any consumer good there’s some correlation with broader spending but go to any card show or shop right now, this is a very vibrant and healthy marketplace,” Mahan said.
When Topps was considering going public in a SPAC deal that would have valued it at $1.3 billion in April 2021, the company reported that it had record sales of $567 million in 2020, a 23% year-over-year increase. That SPAC deal was later canceled after Fanatics acquired the MLB rights, which ultimately led to Fanatics’ acquisition of the company.
Mahan declined to comment on Topps sales today, but he said that “the business and the industry continues to be in a great, great place.”
What MLB gets from the Topps deal
For MLB, the return of trading cards has also served as a boon, which Garden said has parallels to video games or other ways that the league looks to bring in new fans and turn casual fans into diehards.
Garden noted fans like his son, who is an avid baseball fan but may not know every player on a West Coast team besides their stars. “When these players start to break through nationally, you already know who to look for” based on the rookie cards and other cards in the set, he said.
“The importance of cards in the evolution of fandom I’ve always thought was important,” said Garden, noting that’s how he got into baseball. “But the business hadn’t seen innovation in forever and in many ways, it had gotten harder to collect. … What Fanatics has done so far to innovate the product and support the ecosystem has been nothing short of fantastic.”
While MLB cards remain the crown jewel for Topps, Mahan said that Fanatics is excited for what the future holds not only for baseball cards, but also for the other rights the company holds, which includes the ability to produce NBA and NFL cards in the coming years.
“The good news is trading cards and sports cards have been vibrant for a long time, they’ve mattered for a long time, they’ve been meaningful for a long time,” Mahan said. “It’s a business that has traditionally been cyclical and had its ups and downs. … We’re focused on education, innovation, marketing, and community, and bringing all of those together – given where we sit today with all of these good things yet to come, we feel our best is firmly in front of us.”
Earlier this year, Fanatics hired former Snap global head of content and partnerships Nick Bell to head its new Fanatics Live business, which will focus on building a digital customer shopping experience where you can buy trading cards and other collectibles via curated and personality-driven content and entertainment.
Bell told CNBC that one of the first focuses of this new business division will be around “breaking,” a form of social trading card buying. Similar to a blind raffle, a set number of individuals purchase an entry from a seller — called a “spot” — and the seller then opens an entire case of trading cards live online and allocates each of them. Fanatics would receive a cut of each card sale.
Fanatics raised $700 million in December to bring its valuation to $31 billion, capital that it planned to use on potential merger and acquisition opportunities across its collectibles, betting and gaming businesses, according to CNBC.
The company estimates its revenue for Fanatics, including its Lids segment, will be approximately $8 billion in 2023.
Tesla CEO Elon Musk wears a ‘Trump Was Right About Everything!’ hat while attending a cabinet meeting at the White House, in Washington, D.C., U.S., March 24, 2025.
Carlos Barria | Reuters
Tesla shares slumped on Thursday, reversing course a day after the electric vehicle maker had its biggest gain on the market since 2013.
The stock dropped 7.3% to close at $252.40 and is now down 38% for the year, by far the biggest decline among tech’s megacap companies. That’s true even after the shares soared 23% on Wednesday, their second-sharpest rally on record.
President Donald Trump sent stocks up on Wednesday after announcing he would pause steep tariffs for many U.S. trading partners for 90 days to allow for negotiations. He set a minimum tariff rate of 10% while negotiations take place, but increased the tariff on China.
The whole market has whipsawed on President Trump’s changing plans, but Tesla has been particularly volatile, rising or falling by at least 5% on 19 different occasions this year.
The slump on Thursday came after the White House clarified that China’s tariff rate now stood at 145%. Beijing announced a reciprocal 84% tariff rate on U.S. goods, effective April 10. And the EU said it approved reciprocal tariffs on U.S. imports.
As questions swirled about the type of deals the U.S. might strike, analysts at UBS, Goldman Sachs and Mizuho cut their price targets on Tesla, with all three citing margin impacts of Trump’s auto tariffs.
“We expect Tesla shares to be volatile but downward sloping considering the rich valuation (especially compared to the other Mag7 stocks) in a skittish market,” UBS wrote. The firm, which has a sell rating and price target of $190, said it also sees “demand concerns.”
Tesla has experienced brand deterioration, declining deliveries and has been hit with protests along with some criminal acts targeting its facilities and vehicles. CEO Elon Musk, one of President Trump’s top advisers, has drawn heat to Tesla for his work in the White House, where he has slashed government spending and the federal workforce. In Europe, he has faced opposition after endorsing Germany’s far-right AfD party.
Tesla sales declined across Europe in the first quarter, according to data from European Automobile Manufacturers’ Association (ACEA) and others.
The uncertainty and threat of new tariffs has been troubling for Tesla’s margin outlook. The company sources many parts and materials from suppliers in China, Mexico and elsewhere.
Sales growth for Tesla previously hinged on the company’s ability to manufacture and sell a high volume of its cars and battery energy storage systems throughout Europe and Asia. EV competition has ramped up on both continents recently, and now the company has to contend with highest costs imposed by levies.
Musk has taken his anger out on Trump’s top trade adviser Peter Navarro, calling him a “moron” and “dumber than a sack of bricks” in social media posts earlier this week. However, Musk has shown his approval of the administration’s hard line against China, sharing a clip on X of U.S. Treasury Secretary Scott Bessent discussing the matter.
“China’s business model is predicated on this incredible imbalanced economy, and exporting low-cost goods – and subsidized goods – to the rest of the world,” Bessent said in the clip.
Thursday’s selloff provided some relief to Tesla short sellers, who got hammered in the prior day’s rally. According to S3 Partners, Tesla short interest stood around 80.5 million shares, with a 2.8% float as of Thursday. It’s one of the top four equity shorts in terms of notional value, at $17.9 billion. Short sellers bet on the decline in a stock and lose money when it goes up.
Many sellers on Amazon count on China for manufacturing and assembly due to lower costs and established infrastructure – up to 70% of goods on Amazon come from China, according to Wedbush Securities. With nearly all imports from China being taxed a staggering 145% under the latest tariffs, Amazon sellers are having to decide whether to raise prices or absorb the vastly increased cost of importing their goods.
Amazon CEO Andy Jassy on Thursday told CNBC that its vast network of third-party sellers will likely “pass the cost on” to consumers. He added that Amazon has done some “strategic forward inventory buys” and looked to renegotiate terms on some purchase orders to keep prices low.
Although Trump temporarily lowered tariffs on most countries to 10% on Wednesday, he doubled down on the huge tariffs on goods from China. Before the pause, average tariff rates under Trump were at the highest level since the Great Depression. The “reciprocal tariffs” were far steeper in regions like Southeast Asia. Tariffs also hit U.S. allies at unusual rates, including 20% on the European Union and previously announced 25% tariffs on Mexico and Canada.
Josianne Boisvert of Canadian-based Portable Winch Co. said she “was in a state of shock” when the tariffs were announced. For 20 years, the company has driven its products an hour to the U.S. border for duty-free shipping to American customers.
“We are questioning ourselves if we just move our focus to Europe,” Boisvert said.
CNBC talked to several Amazon sellers to find out how the new tariffs are having an impact on their decisions about prices and where to manufacture.
Price hikes
In a small warehouse in San Rafael, California, Dusty Kenney showed CNBC hundreds of boxes filled with her PrimaStella brand baby spoons, bento boxes and other kids products. Most of them arrived by sea from China before tariffs went into effect. Paying the added tariffs could put her out of business if they continue, she said.
“I will hold my prices for as long as I can and just absorb those tariffs because I’m already competing against those Chinese sellers that are undercutting me,” Kenney said. Although tariffs will also impact her Chinese-based competitors, the cost of doing business in the U.S. is far higher than in China.
“The administration would like people to think that this is a China problem, and that this is only hurting Chinese-based businesses and helping U.S.-based businesses. But I am a U.S.-based business, let’s be clear,” Kenney said. “Everything’s warehoused here, designed here, photographed here. All the income that comes from that stays here.”
Several sellers said they are considering raising prices if Trump’s tariffs stick around.
The vast majority of products on Amazon are sold by third-parties, but tariffs will also impact the company’s first-party brands.
That includes Amazon Basics-branded batteries, which compete against the likes of Duracell and Energizer by retailing at lower prices, said Jason Goldberg of the Publicis Groupe.
If Amazon has to raise the price of its own batteries, he said, “consumers are likely to have a preference for that well-known, familiar brand.”
The Seattle-based tech company is likely to wait at least six months before passing the tariff costs on to consumers, said Dan Ives of Wedbush Securities.
“The last thing they want to do is right away just pass it to the consumer, because you don’t know how transitory this is,” said Ives, adding that Amazon likely got “well ahead of this” by diversifying its supply chain outside of China.
That’s a strategy many Amazon sellers are also trying.
Amazon did not immediately respond to a request for comment.
Reviving U.S. manufacturing?
Some categories, like toys, have a long history of being manufactured in China and have thus far been exempt from tariffs. Jay Foreman started his career at a toy factory in Brooklyn, New York, about 40 years ago.
Manufacturing migrated to China more than 30 years ago because of, “not only a tremendous workforce, but they’ve invested in the infrastructure to create a toy manufacturing supply chain,” said Foreman, CEO of Basic Fun, which makes popular toys like Tonka Trucks, Care Bears, Lincoln Logs, Tinker Toys, and Lite-Brite.
“Whether you’re making a Tonka Truck in China or an Apple iPhone, they figured it out. They’re making quality product there and it’s tough to replicate elsewhere,” Foreman said.
Workers making Care Bears at a factory in Ankang, China.
CNBC
A lot of toy manufacturing moved to Vietnam, Mexico and India in the last five years because of China tariffs during Trump’s first term, Foreman said. But many of the toy factories there are also owned by Chinese companies, he said.
“So you’re sort of not escaping doing business with the Chinese,” Foreman said.
Other product categories, like teas, can’t easily be grown in the U.S. because of the climate.
“You need high humidity. Usually you need to be at a very high altitude. And those things only come together in certain parts of the world, ” said James Fayal, who runs high-energy tea brand Zest. With its green tea grown in coastal China and black tea in India, Fayal said he’ll have to pass the cost on to consumers because he doesn’t have a U.S. option.
For the brands that do manufacture in the U.S., the tariffs are creating a competitive advantage, those companies said.
“Put our products side by side to a competitor’s that is getting it overseas and it’s a night and day difference,” said Dayne Rusch of Vyper Industrial.
Vyper’s American-made stools and other shop equipment range in price from $350 to $650 while foreign-made alternatives can sell for less than $40, Rusch said.
At the National Hardware Show in March, Rusch said he was approached by many vendors asking if Vyper would consider manufacturing their products.
“There’s a huge opportunity for OEM manufacturers to start taking on more work from these people that were purchasing overseas and start making it here in the United States,” Rusch said.
The other sells that spoke to CNBC said it’s not financially feasible to relocate manufacturing to the U.S., even though it would allow them to avoid tariffs.
Some, like William Su, are moving manufacturing completely out of China, but staying overseas. Su set up a factory for his Teamson brand in Vietnam in reaction to China tariffs during Trump’s first term. He’s now in talks to manufacture in India. Trump hit both countries with significant tariffs last week, although they’re temporarily on hold.
Surrounded by her colorful baby products in California, Kenney told CNBC she considered opening her own manufacturing site.
“But that’s way over my head and out of my budget,” she said. “I would love to be able to manufacture in the U.S., but the truth is that the infrastructure is not there.”
With fewer factories in the U.S. than in China, Kenney said the cost to make her products domestically would be double or triple what she pays now.
“The people in China are hungry for the work,” she said. “They’ll get back to you right away. They make sure you get your shipments right away. They’re on it.”
Ending ‘de minimis’
There is one tariff announcement Trump made that’s a boon for U.S-based sellers like Kenney: closing the loophole known as “de minimis.”
This exemption allowed orders under $800 to avoid paying duties and taxes, and it’s what made absurdly low prices possible on direct-from-China sites like Temu, Alibaba and Shein. U.S. Customs and Border Protection said it processed more than 1.3 billion de minimis shipments in 2024, up from over 1 billion shipments in 2023.
Chinese sellers send small orders directly to U.S. customers to keep shipments under the $800 limit. U.S. sellers like Kenney don’t often qualify for de minimis because they ship in large quantities by the pallet, bringing products to their warehouses for quality checks instead of shipping straight to customers from Chinese factories.
Kenney used to sell her most popular product, a set of six silicone baby spoons, for $9.99 on Amazon. She’s reduced the price to $7.99 to compete with knockoffs that sell for as low as $3 on Temu.
“I’ve even had them rip off all of my photos and content that I’ve created and use it to sell their knockoff products,” Kenney said.
Dusty Kenney showed CNBC some of her PrimaStella brand kids feeding products she sells on Amazon, at her warehouse in San Rafael, California, on March 25, 2025.
Katie tarasov
Trump briefly put de minimis on hold in February. Days later, he temporarily reinstated the loophole because huge numbers of Chinese packages started piling up at U.S. post offices and customs offices ill-equipped to collect duties at such a fast pace.
The president on April 2 again announced that he was ending de minimis, effective May 2.
The White House said “adequate systems” are now in place to collect tariffs. It added that the loophole is being closed to target “deceptive” Chinese-based shippers who “hide illicit substances, including synthetic opioids, in low-value packages to exploit the de minimis exemption.”
Foreman of Basic Fun said his Tonka Truck goes through many layers of inspection before landing on Amazon.
“Anything that comes in on de minimis is not going through that safety scrutiny at all,” Foreman said. “Small packets that might have included a dress or some kind of tchotchke might have been stuffed with illegal drugs or things like that, might be counterfeit, might be bootlegs or knockoffs.”
Some Amazon sellers were benefiting from de minimis, particularly on its separate direct-from-China site Amazon Haul, which launched in November to compete with Temu. But killing de minimis will be a net positive for Amazon because it will hurt competitors like Temu, said Ives at Wedbush Securities.
De minimis is a “loophole that’s been tugging at Amazon really for the last 18 months,” Ives said.
What remains to be seen is how Trump’s tariffs will shift in coming weeks and what tariffs other countries will impose on U.S. goods. Those pose a risk for Amazon and its U.S. merchants that sell to foreign customers.
“It just has a cascading impact across the entire economy,” Goldberg of Publicis Groupe said. “Uncertainty is really bad for business, regardless of who wins or loses on any specific tariff.”
The technology giant, down 13% so far this month and down 23% since the start of 2025, surged more than 15% Wednesday after President Donald Trump announced a 90-day pause on some tariffs and dropped the tariff on most countries to 10% to allow negotiations.
Semiconductor stocks reliant on production and manufacturing outside the U.S. also slumped, with the VanEck Semiconductor ETF shedding nearly 5% after a 17% gain and its best session ever. While the sector has been excluded from the recent tariffs, chipmakers have sold off on fears that tariffs will eat away at demand and hurt the economy. Targeted tariffs also remain on the horizon.