Collector Nation - STOP Buying 'Mystery' Boxes: The Industry OG Exposes Your Losing Bet

Episode Date: October 28, 2025

SUMMARY In this episode of the "Trading Cards and Collectibles" podcast, host Ryan Alford welcomes memorabilia legend Brandon Steiner to discuss the evolving sports collectibles industry. Brandon shares insights from his decades-long career, highlighting the hobby’s growth, challenges with industry monopolies, and the importance of integrity and education. The conversation covers trends like increased diversity among collectors, the risks of overproduction, and the need to support local card shops. Brandon emphasizes collecting for passion and memories, not just profit, and encourages community, collaboration, and authenticity within the hobby. The episode closes with personal stories and a call for unity. TAKEAWAYS Current state and future of the sports trading card and collectibles hobby Growth and challenges in the collectibles market Importance of education and collaboration within the industry Trends in collector demographics, including younger and female participants Concerns about leadership and distribution practices affecting small collectors and local shops The impact of overproduction and hype on the value of collectibles Advice for collectors on purchasing quality items and avoiding pitfalls The emotional and experiential value of collecting beyond monetary gain Critique of the licensing landscape and monopolistic practices in the industry Encouragement for community engagement and collaboration among collectors and businesses

Part of me loves when I see these kids hustling and figuring it out. But then part of me is like, collect what you love. Like respect that some of this stuff is not really just about take it, flip it, but it's like, hey, this is really cool. I think what it treats people about collecting is remembering the moment. Memorability is moments that matter. And why not collect around them? Welcome to the Trading Cards and Collectibles podcast on the Radcast Network. From Chasing Grails to Colin Bluffs, going inside the hobby.

Are you ready to collect? Let's get at it. Here is your host, Ryan Alford. Hello and welcome to trading cards and collectibles here on the Radcast Network. We've got an OG today. Brandon, Steiner, what's up, Brandon? Well, what's up? Thanks for having me.

I love these conversations. Love what you're doing. And I think they're important. We've got to talk about this stuff. This hobby thing is a real business. now and a lot of people are in the middle of it in a good way and a lot of people are in the middle of it in a bad way. Some people are in the middle of it and they don't know what they're doing. So it's always worth. Anytime I feel like we can educate people a little more or share

views, visions, it helps the business grow. I'm all for it. A hundred percent. Well, I appreciate you being willing to share your knowledge. You're a man of many talents. You clearly have your hands in multiple things. Let's at least set the table for anyone that's listening that might not know who Brandon Steiner is. And, you know, why is Brandon Steinem are famous in collectibles? I mean, I've secured over 40 million autographs, sold about $50 million of dirt, taking down many stadiums, including Yankee Stadium, Giant Stadium, Massacre Garden. I've represented hundreds of players for licensing and collectibles. You know, I was in this game. before it really became a game.

So, you know, when things were talked about, things were thought about, then I like the thing I was able to execute and lay a lot of the foundation in a lot of ways some of the stuff that we're now living and really enjoying and expanding on, which is glorious. It's amazing. I mean, what I'm seeing happening in the hobby, the interest, particularly the youth, younger kids, hustling, grinding,

more women in the business, which is always a help. More creativity. I like what I see. There's a few things. There's some behaviors that I don't like, that I wish that, you know, we have better leadership in the business. I think if I had one main complaint,

you know, listen, I started Steiner's Sports with $4,000. I hope it's a good example for people to know that you don't need a lot to have a big dream and to get started. But I'm worried a little bit about the leadership as this business gets bigger. And also the ability to be,

the ability or the lack of ability to collaborate with some of the bigger companies. And also making sure that the small collector has a big voice. You know, the guy who has a table at some cart show or some small little cart shop in a small town, they need to be respected and be taken care of. That's the heart and soul of the business. And then all of a sudden, like, we have companies that are not including them in on distribution, including them in on being able to get product. That's very worrisome to me.

Yeah. I'm in my new studio. Literally, it may look okay on camera, but it's going to be both a studio and a trading card store. We've got cameras everywhere. It's going to be sort of like trading cards live, you know, leaning into some of the things that are happening. And it's definitely going to be more of a boutique experience.

Even though I've got friends in high places, I'm about to experience that same thing firsthand with distribution. you know, new store flipping open. And, you know, I do some breaking, but because I don't break, you know, five thousand boxes a month, you know, I don't know what that distribution will look like. I mean, we've gotten deep into it really quick, Brandon, but that is, that is the challenge, right? I think it's the challenge. And also, this is always a challenge when you grow is making a lot of money is easy.

Staying who you are is hard. Being who you are, staying who you are. And that's what I'm urging some of the larger companies to do in that. you know, don't overproduce, don't say things are worth more than they are, let the small guy make some money, let everybody make some money. And, you know, when I see the way grading prices are, it's very troublesome to me because the market's up, and I see a lot of greed. I see some confusion about on these breaks where people aren't being straight up about what you can win.

I see a lot of overproduction with some of the card combination, I see tops way, way overproducing, and confusing the market of, like, you know, this is a one-of-one, but meanwhile, there's 21 of ones, and now the real true rookie card becomes more confusing. Those are things that we need to remove. And on the collectible end, I want, you know, if anybody's listening, I know I'm ranting a little bit, I'm an old guy, but I still love this business, and I want it to do well. I want people that are investing in it to do well. And when you do these breaks, collectible breaks, you know, I have an interest in what you're breaking and what you're going to win.

That you may not win the grand prize. I see the gambling and the interest while you're lured into that. But also, I see some of the crap that's being put into these breaks. So if you don't win the grand prize, you're really stuck with what you think is a pretty good thing, but it's not. And I want people to be more diligent about what the second, third, and fifth place prizes are. Because every product that goes out there is important. And I want as much good quality product to go out there as possible, not a company's mistakes.

So you're buying a mystery ball project. And if you don't get the Babe Ruth ball, you're getting something that's worth nothing. As long as you know that. But, you know, my new company, collectible exchange, we take people's collections on. And it's so heartbreaking when people come in with 200 balls. And I'm like, most of these balls are worth nothing.

You know, you bought a bunch of garbage because you got caught up in the hype. So, you know, buyer beware, but buy or be educated. Like, no, some of the stuff that you're getting, be aware of it. Deal with quality people that are really passing on quality opportunities for you to buy stuff that's good quality. Maybe it goes up a value, but you don't want to buy something that you've overpaid for or think it's worth a lot more than it is. That's what's heartbreaking. Yeah. I want to get a little, I don't know, sentimental, but why is it having its day or another day today?

and what is it about collecting that brings people together and keeps them so interested? It's a great question. Just one great thing. Steiner is not with Steiner anymore. I'm with collectible exchange. You know, unfortunately, I lost my company six years ago,

but my new company probably has more product on it than Steiner did. So I'm really grateful for all the stuff. You founded Steiner Sports. It made it one of the largest sports companies in the world. That was the intent of the statement if it wasn't clear. Yeah. No, no, that's something people are confused because, I mean, I'd like to think my name is what stood the test of time. I'm not to say, yeah, it's got your name on.

Maybe you know, about 33 years of, you know, banging out at it, not only putting out product, but educating people about how all this shit works. Yeah. But I think that, you know, I think what intrigues people about collecting is remembering the moment. I think like why, you know, you get married, you have kids, but why not remember that great sports moment? Why not remember that player that you idolize and look up to? And why not enjoy that? And that's what it's all about is, you know, mentorship, looking up to your experiences that you've had with your kids or your parents. And why not relive those moments every day because those are your favorite moments.

And hopefully, I always tell me when was the last time you did something for the first time? It's like you do something for the first time. Like you want to remember that moment, that first game, that first World Series, the first Super Bowl. And I think that really, people really enjoy that. Remember the moment. Remembering the moments that matter is kind of memorabilia is moments that matter. And why not collect around them and around somebody's, great, great talents. Not only in sports, but you know, you're great

artist, you're great rock and roll, music, talent, theater. I mean, my wife is a big theater going. She collects all the playbills. You know, collecting goes high and wide and far than just cards and some autograph balls. And if you're doing it diligently and smartly, especially around the stuff you love, players, teams, artists you love, you're in the right direction. Yep. And I think that's what's a little lost today. You know, like that's my fear with the younger generation.

Like even my boys, I have four boys, Brandon, and that's what brought me back into the hobby. I collected growing up. I loved it. I was a huge Michael Jordan fan and Cubs fan, you know, and a Bears fan. I'm from South Carolina, but WGN played locally here. So I was a Chicago fan. We had like three stations on our television.

Yeah, yeah. So, you know, I had all this stuff, and it was all about, I didn't, I definitely wanted stuff that had value and you definitely had chase cards back then like frank thomas when he came out king griffy junior that was my kind of time but i was still into collecting you know for those moments for the within the games and the players that i loved and i don't know that's my one fear with this generation that it's become so transactional it's true i mean you know listen i i like the entrepreneurial aspect. These kids are so great to take a teenager and get them to think about a dollar turning into two looking at it's a business that they can kind of grab onto, which is not easy to find

businesses that teenagers can understand, relate to, be knowledgeable about and then transact. So part of me is split on that answer. It's like part of me loves when I see these kids hustling and you know, figuring it out. Or then part of me is like, collect what you love. Like respect that some of this stuff is not really just about take it, flip it, but it's like, hey, this is really cool. And, you know, differentiate a little bit. But so you're quoting both of them, and that's big part of the growth of the business is this mystique of, can I make a lot of money? So I get that. But on the other hand, like, the best way to make a lot, a lot of money is starting with love and passion and purpose about what it is you're doing, not how can I make a quick buck?

and if you play the long game and you buy quality things and don't don't you know you you want to end up in up with the music stop without a chair i'm afraid that a lot of these kids are going to be stuck without a chair when the music stops because they've borne into a lot of hype and a lot of overproduced cards you know i said you know this you have a people how many people come into your shop with like boatloads of carts from the late 80s and 90s it's heartbreaking and that's what's going to happen again people are going to come in for the carts in the last few years and oh, I got this, I got that. I'm like, it's crap. There's 10,000 of these cards. It's worth $5. I paid $5.00. It's worth $5. And this is what I'm afraid of because you have a 20-year-old or 18-year-old kid right now

loving the business. That's a 50-year customer. Yeah. You know how hard you work to get somebody into your hobby, your business, and become a lifelong customer with the value that is? And I'm hoping that the people that are creating these products start respecting that. and looking at the long game and not overproduce, not over a hype, not have Tom Brady signed 10,000 helmets and say these are going to be worth a ton

and realize that you're never getting your money back on those helmets. And that's what bothers something to me. Like, I don't have a problem with somebody buying something and they get most of their money back or make a little lose a little. And then every now and then you find something to make a lot of money. But I think there's a lot of stuff being bought right now that you're not going to be making any money and you're going to be losing a substantial amount of money on your stuff. And that really breaks my heart.

Then let's flip that coin. Obviously, I'm hearing you and I think the modern stuff is what you're talking about. And I say ultramar, maybe like the last three to four years, three to five years. What would you be buying then? It's a good question. I'm still a fan of buying rookie stuff and minor league stuff. And in this case, now you see college cards coming out, maybe some of that. But with lower expectations, again, you're not going to be paying as much for it.

But lower the expectations a little bit. I'm a big fan of getting autographs in person. I see card shows are booming. Go get your favorite player. Go find a really cool product. This is what I really try to empower people. It's not just the autograph. It's getting a cool thing on the autograph that the autograph is on.

Find an artist. Have somebody make something that's unique, creative. Figure out how to make a bat. Figure out how to get something that's really different unique. So you have a one-of-one that you've created yourself. Or, you know, like on my side, I see so many things. I mean, what old is new, but if you can go buy stuff that's been done with some of these, the golden era, like it's kind of slipped away, the mantles, the damages, but that stuff is gold.

It shouldn't be forgotten. And it's limited and there's not any more coming. It's a great time right now to go pick up mantle. It's a great time to pick up the yogis, risutoes, stamusuals. The stuff is very inexpensive, and I think they'll have a resurgence down the road. I have nothing wrong with buying the hot player of the day. But I think some of the old vintage cards are worth investing in. If you can find the joy in what some of those players have done,

when you look at the card sets in the 50s, some of the bowmen's, the top and the color on those cards, it's just unbelievable. And some of them are expensive, but you can pick up somebody inexpensive, but just enjoy the whole greatness of those players and how those cards were produced. I'm a big fan of that as well. So, you know, just you got to be careful not to get in the hype and, you know, stop buying Otani stuff right now, which is through the roof. because the chance of that stuff maintaining that kind of value are really, really difficult.

Yeah. I'd be buying and flipping in the short term. Make that part of your, if that's your side hustle, you know, flip that stuff. Don't, I wouldn't, maybe, you know, maybe sit on a couple, but I wouldn't be banking on thousands of anything. Be careful on these mysteries. You know, these mysteries are great. I'm about to launch one, like, but make sure that the other 998 items other than the too great items you can win. Those other

998 items should be really good items too. Shouldn't be just bullshit. Yeah, no kidding. There's a lot of bullshit out there. A lot of bullshit. Right. I got to get your opinion, Brandon, because you sort of said it without saying it earlier. This whole

Topp's Panini thing. They needed to make a deal, it feels like. To have unlicensed and licensed stuff just seems crazy to me. And I'm only, you know, a year and a half back into the hobby after a hiatus of you know, real work. You know, and my kids grow up.

I blame the league. I think it's terrible. What the league is the league, how it's managed it. And the league should not have ever announced that Topps was going to lose their license in five years. It's outrageous. And then knocking out companies, I just, it's like no loyalty. Like, where is the loyalty? Do you know how hard it was to have a license with some of these teams and sell product in the 90s and early 2000s?

And now when things are popping, leagues are dropping licensors, like, in a heartbeat. I think there should be easily two or three trading card companies for every league to make it fair, not have a monopoly. I think it's very unfair. I'm surprised there's not a lawsuit just that monopolizing that only one card has the rights to do baseball cards. There should be at least two or three. I'm sorry, it's ridiculous. It's unfair to the players. You know, the players are getting ripped off.

I can represent players. They're not getting any money to sign. Either sign them are too bad. There should be options. Pinini is a very high-quality company. They're obviously an easy choice, but there's so many other card companies. that should be allowed to produce and do license cards. Why should it just be one?

That was a solution maybe 20 years ago or 15 years ago when they consolidated, but that is not the solution that's fair now. It's not fair to the public. It's not fair to the players. It's just stupid. It gives them such leverage, and you're hoping that one company who's got the control over it has got it figured out. And they don't because they have such huge royalties they hit.

And they have a distribution that's limited to how they see it. But when you have competition, you can expand on the distribution. You can expand on the production. You have different products, different ways of looking at products. That's what this country's about. I just think it's pathetic. I just don't know how the league fell asleep at the wheel on this. And it's the most important thing is the fan and giving them ultimately what they need and want.

And they're not getting it. If anything, they're getting ripped off. Am I wrong? Am I crazy? No, you're right. I've been talking about it. and don't know that it's good for my business to talk about it, but I think it's real. I urge people to speak up about it and start pulling back.

Ask for more diversity. And especially when you know, I had a little company like Panini, I mean, they've done everything and anything that you can ask a company to do. Like, there's not a problem with them. Yeah. Does that make sense? That's why I selfishly, I don't think it's the right thing because I agree with the monopoly side of it.

But that's why I almost just selfishly wanted them to make a deal so that Panini's stutter, stuck around. You'd have all those with like, if, if they would have made the deal with an axe and tops, I know that's like unheard of maybe, but yeah, I think it'd have been better if they had. It's not going to happen. No, I know it's not. That's sold. Yeah, that ship's sailed, but I wish they could have made a deal. If, again, if there's going to be one, let's have all of the best companies and all the brands under one umbrella versus them just going away or you want to talk about a monopoly. You have a company that wants a control the production.

They want to control who sells it. They want to control who gets it. They want to control where you sell it. They want everything on their site, on Fanatics Live or whatever. And then it's insane. Like, how is that possible?

Then you have Tom Brady running around the country, opening up card stores. So it's like, nobody's stupid here. So now you're even going to control the distribution even more. It's like, no, we'll sell the product to ourselves. How's that fair? So now you've had this card. shot for 30 years, busting your ass, and then Tom Brady pops up around the corner, and he's

getting all the product, and you're getting shit. How is that there? How is anybody supporting that bottle? Like, at some point, you got to wake up and go, wait a minute, that's not right. And you're taking people that have had their heart and soul in the business for years, and you just push them aside. It's sad. It just makes no sense. And it gives one person, one company, way too much control. I'll say it. I don't give a shit. It's bullshit. It's outright bullshit. And for the people that are out there that have card stores, you know what I'm talking about when Brady off a sudden pops up and his stores

filled with every print of product? Like, why? How's that fair? And you've got to believe it's a conflict and you've got to believe it's a monopoly. Yeah. Well, you Dave and Adams sitting in Manhattan paying whatever they're paying, had a store and then supposedly I guess had, you know, exclusivity or, you know, certain geography

and then Tom Brady opens five and six blocks down the road. Yeah, I mean, and so I mean, exactly. These are good companies. These are good. These card stores are hardworking. They're the ones that have built this business all these years.

That's my point. They're not just jumping in right now. They've been there for years. And they're like, I'm sorry. We need to get you and Michael Rubin on. Let's have a little talk about it. It wouldn't be a good conversation.

Hey, I don't think Rubin's coming on with me. I know Michael very well. And after what happened at Steiner, at the end of Steiner, not that I love collectible exchange. I love my new, I mean,

I have five million cards on my. platform. I mean, I'm killing it, loving it, but there's never going to be good blood between us. I mean, after what he did at Steiner, and also just how he's gone about a bunch of things, it's not going to be a great conversation. He wouldn't be able to handle the confrontation or the truth because I don't give a shit. I would tell him. He knows it. He knows I know where all the bones are buried. He knows I know everything that's going on and he doesn't want to hear it. Trust me. But listen, he's pouring a lot of money into the business. Keep pouring the money in. Keep throwing the money away. It is expanding the business on a positive side. You know, spend 20 millions on

FNAX Fest, lose 15 million. If that expands, the business gets more people collecting. I'm benefiting every day. Great. But just do the right thing. Brandon, I know you got to go, but give me one more minute. What's your favorite collectible? What's your favorite thing in your collection? And what do you want our audience to remember or know as we close out? First of all, you use the collectibles for joy and happiness. The money is good, but you know, collectibles is supposed to be about joy, happiness, fun, remembering the moments, sharing moments, experiences with family and friends, and make sure that's a big part of your portfolio, that part, what I just said. You know, my favorite collectible is very simple. I have a Bobby Mercer

Game Meuse Bat, my favorite Yankee. I've still got my first contract I did with Derek Jeter in 99, which I was up for many nights trying to figure out if I was ever going to fulfill it for $5 million. I've got like little things like that. I'm really enjoying other people's collections. I'm realizing that as much of a great collector I think that I was, there's some amazing collectors out there. And that's been my best gift over the last five years is that there's a lot of people that are as deep into this business as I've ever been and doing some amazing things. And I get to enjoy that with my new platform. So my message out to people is, yeah, let's keep it going. And also it's okay to collaborate. It's okay to talk to the

cart store next door or, you know, you know, we're all. all need to get along a little bit better. I hope that if anybody's listening that's in a leadership role, it's okay to compete, but the collaborations will take this industry to another level. You know, the upper decks, pininis, the tops, getting along, you know, some of the collectible companies getting along, the card show is getting along. I think there's an underlying current like between a lot of the major car show

promoters that don't overlap, talk to each other. That kind of respect makes it fair and better for the fans. Because remember, the number one thing is a fan. I mean, how lucky we to have people that are crazy Google Gaga about what we're creating and selling? And you can never take that. You can't take that for granted. And I don't. Brandon, we didn't mention it, but he's also the author if you've got to have balls.

So I couldn't not mention that. I mean, if you, if nothing else, I just wanted to say balls, you know, on my show. If anybody on the show list and he wants a copy of the. book, go to Brandon Steiner, 1981 at Gmail, and I'll send you one for free. I have four books, by the way, so they're all good, and a lot of them talk about collectibles, sales, entrepreneurship. Happy to send you one of the books for free. Just go to my website or if you could post it in the comments and just mention that you watch the show because this is a show worth watching. And I appreciate what you're doing, keeping people on top of what's going on in the industry.

We need all the communication and kind of objective communication as we can get. Brandon, I hope you'll be a regular man. I want more time with you. You've got a wealth of knowledge, and I love how you tell it straight. Thank you. I appreciate you, my brother. Good luck. I'm glad on the first of your new studio.

I hope it won't be the last. I love the conversation and I love this business. So look forward to talking you again. Hey, guys, you know, to find us trading cards and collectibles on all the platforms. If you're not watching, check it out on YouTube. If you're listening, go over and check out Spotify. YouTube, any of the visual. Of course, on Instagram, you can find me. Collectibles. Shows the website, Brandon Steiner, Collectible Exchange. We'll have all the links to Brandon's

info and, hey, go get a free book. He's got multiple. The business playbook. Living on purpose. Author, if you've got to have balls, all that and more. We appreciate Brandon. We appreciate you. We'll see you next time on trading cards and collectibles. Collectibles. Show is where you'll find all of the channels and learn more about what we're doing. and ultimately, hey, we want to hear from you. You do case hits at collectibles. I want you to send in your favorite pulls of the week. And here's the difference.

This isn't about just value. Hey, we want to see some $10,000 hits. Had a couple of those myself a few months back. But it's not just about the value. It's about what you're collecting. What means something to you? Share a story, share a video of you holding up the card that you hit last week. That was your favorite player and you nailed it.

So case hits at collectibles. dot show send in those videos i want to know the stories we're going to bring into life here on the show we're going to do a segment each week once we get rolling and get some videos in where we share that on the show with us we'll feature you on collectibles show thanks for tuning into the show don't forget to follow us on your favorite podcast platform and don't miss the full video version on youtube you can find us at wwww.comlectables dot show or follow ryan on instagram at ryan olford Now get out there and collect yours.