Fanatics store is a ‘game changer’ as $10.8billion hobby hits London’s Regent Street ...Middle East

Fanatics Collectibles has a new home on London’s Regent Street and it’s set to change the game for fandom and the Hobby.

The new store is an immaculate and immersive experience whether you’re a seasoned trading card collector or just a passer-by.

From football and Formula 1 to WWE and UFC, the great and the good are set to bring fans flocking to Fanatics Collectibles.

Signed Lionel Messi boots, a Tom Brady jersey, and even a Diego Maradona sticker can be found around the store.

And more than being a one-stop shop for trading card consumers, it’s set to bring sports fans closer than ever to their heroes.

Head of Retail for Fanatics Collectibles Simon Rosenberg told talkSPORT.com: “We’ve made a statement that we’re here for the long term with a purpose, and it’s the purpose is to grow the hobby, to grow the community, to show off the best in class experience and to create an environment that we’re all proud of.”

And Rosenberg believes the potential for the store, and the industry – valued at $10.8billion in 2023 – is exciting for everyone involved.

He added: “Every collector of collectible trading cards right now is a fan of something, whether it’s a football fan or a US sports fan or a Star Wars or Pokemon fan. But not every fan is a collector.

“So when the Premier League license comes on board after the summer, and we start getting out to all the Premier League clubs distributing packs, bringing on players, taking over this store, suddenly you’ll feel the potential of the hobby and allow fans to get closer to their idols.

“It’s literally an energy of utter compulsion – I can’t wait to do it.

“We’re just touching the surface of what we could do and when you see Fanatics Fest in America and you see how fans engage with their NFL, NBA, and wrestling heroes, when we replicate that for Europe, with football and Premier League, I think this store is going to turn into an absolute home for the fan rather than just about collectibles.”

At their previous pop-up store in west London’s Westfield shopping centre, Rosenberg and his team of experts crafted a stunning ability to engage and inform.

He said: “It basically was like a Topps University for our staff. We learned an awful lot about the ecosystem of how to buy, sell, trade, and price cards.

“Then what we learnt is that actually people love coming in store just to chat, just to show off their collections, just to engage with the community.

“When we launched UCC flagship, we had Dominic Solanke and Tosin Adarabioyo coming to store and you saw that energy, that excitement, where real fans could get closer to their heroes.

“It just filled you with such pride that you thought, ‘Okay, we’re doing this in a small store in Westfield. Imagine we’re doing this in what we’ve created here at Regent Street’.”

And the excitement about what’s ahead is clear.

“There’s two things that I’d like to see,” Rosenberg added. “So when the NFL comes to town, when they play at the Tottenham Hotspur Stadium or at Wembley, when we bring in our partners with Mitchell and Ness and they supply all the kits with Fanatics for the NFL, I see no reason why pre- those games that we couldn’t do the big launch event in this store with a takeover for those teams and totally transform the store with their cards, with their merch, and with their players.

“And then I see the same happening with European football when it’s a Champions League night or whether it’s FA Cup final weekend, I see no reason why we won’t be transforming the store.

“And then it crosses sports too with, tennis at Wimbledon, the British Grand Prix at Silverstone, and the latest Disney releases.”

The impressive store comes primed with a state-of-the-art broadcasting studio for content creators to open up the latest trading card releases for their subscribers on Fanatics Live, whether it’s Match Attax, UFC Midnight, or a high-end box of F1 Dynasty.

Meanwhile, there are also stations for budding creators to open their boxes which are fit with phone charging stations to ensure you don’t run out of juice before you pull the latest Lionel Messi card, and a bin for all those opened packs.

You don’t need to be a trading card expert either with interactive displays guiding you through the perfect product to buy.

So if you need to know what a relic is, or a parallel you can get up to date rapidly thank to interactive screens inside the store.

Collector Dev Bajwa applauded the transparency as Fanatics look to bring more collectors into the Hobby and educate them.

He told talkSPORT.com: “I think it’s a game changer. It can be daunting, but for a kid or for a fan just to go over there and actually learn, and they encourage you to learn before buying, and they’re very open about that. That’s probably the most impressive thing.”

Memorabilia and exclusive merchandise also deck the walls and stands, including some nifty Mitchell and Ness clothing.

There’s even a big screen in the store so fans can take in the biggest games while they sample the huge array of Topps products available.

Innovation has been a clear factor throughout the store and two posts in particular are enrapturing.

First, the central ring display, which hosts the rarest and most valuable cards you can imagine.

From signed Steph Curry, Caitlin Clark and Lamine Yamal rookie cards to Jalen Hurts and Sergio Perez relics, the choice is yours if you have the cash.

Rosenberg added: “I love the impact that it has. It really draws your eye in from both entrances of the store.”

Meanwhile, the immersive hollow box will allow kids (and adults) to interact with their favourite sports stars.

Rosenberg continued: “It’s shot in 4k and all the animation is especially shot, which looks like it’s floating in the store with [athletes] able to interact with fans, tap on the glass, sign their autographs, or hold up a card for a selfie.

“So all of this type of stuff is is really exciting.”

And rather than locking out their competitors in the market, you can also buy graded Panini and Pokemon cards, for if you want some Pikachu with your Premier League.

If that wasn’t enough, you can even create your own personal card in the creation suite because, after all, you’re the real one of one.

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