Fanatics Sets Plan for Trading-Card Business, Starts New Brand

Fanatics Inc. will start a new trading-card brand as it puts into motion a plan to realign the collectibles industry.

Zerocool is set to debut Tuesday in a push for Fanatics to extend beyond sports and into pop-culture, art and entertainment-focused products. It will look to sign licensing deals with production studios, musicians, fashion houses and more for all sorts of intellectual property that has an active fanbase.