The Marketing Infrastructure Shift: Why Fanatics Built a Content and Media Platform
Kevin Kosanovich of Fanatics Collect and Sam Slaughter of Lighthouse Creative explained how building an owned content platform helped transform Topps from a collectibles brand with limited cultural relevance into a growth engine that attracts new audiences, deepens engagement, and drives commerce.
When Fanatics acquired Topps, the goal was not incremental growth but category expansion. Kevin Kosanovich and Sam Slaughter shared how Fanatics and Lighthouse Creative launched Topps RIPPED, an owned content and media platform designed to attract new collectors, educate consumers, and create commerce opportunities.
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