Tom Brady & CardVault Aim to Deal Winning Hand with MOA Expansion

Bloomington, MN – November 11, 2025 – Football icon Tom Brady is expanding his business portfolio into the rapidly growing world of collectible trading cards with a new CardVault location set to open at the Mall of America (MOA) on November 16th. The venture, co-owned by Brady alongside Ed Kane, Randy Greenstein, Chris Costa, Tim Bonito, and Scott Heigelmann, aims to be more than just a retail space, positioning itself as a community hub for collectors through a unique blend of traditional retail, live “card break” events, and authenticated memorabilia.

CardVault’s entry into the market arrives at a pivotal moment for the hobby. The trading card industry has experienced a surge in popularity in recent years, fueled by nostalgia, investment potential, and the rise of online communities. Recent reports indicate a multi-billion dollar market, with increased interest across sports, entertainment, and gaming cards. However, the market also shows signs of stabilization after a pandemic-era boom, making a strategic approach crucial for success.

“The goal isn’t just to sell cards,” explained a source close to the company. “It’s about creating an experience, a place where collectors can connect, share their passion, and feel like they’re part of something bigger.”

Beyond the Box: CardVault’s Unique Approach

CardVault differentiates itself from traditional hobby shops through its innovative business model. The 1,700 sq ft MOA location will feature a curated selection of trading cards, supplies, and authenticated memorabilia. However, the store's core attraction lies in its “CardVault Breaks” – live-streamed events where collectors purchase a chance to win cards from sealed boxes. These events create a sense of excitement and community, mirroring the thrill of opening packs in person.

“The live break concept is really resonating with collectors,” noted an industry analyst. “It brings the unboxing experience to a wider audience and adds a social element that’s missing from many online marketplaces.”

The company’s emphasis on authenticated memorabilia also addresses a growing concern within the hobby – the prevalence of counterfeit cards. By verifying the authenticity of its products, CardVault aims to build trust and provide collectors with peace of mind.

MOA: A Strategic Location for Collector Culture

The Mall of America was a deliberate choice for CardVault's expansion. As one of the largest shopping and entertainment complexes in North America, the MOA draws tens of millions of visitors annually, providing a massive potential customer base. The mall’s family-oriented atmosphere and diverse attractions also align with the broad appeal of trading cards.

“The MOA provides unparalleled visibility and foot traffic,” said a retail consultant familiar with the mall. “It’s a prime location for a business that’s targeting both serious collectors and casual fans.”

CardVault’s location in the Huntington Bank Rotunda on Level 1, East, is strategically positioned to maximize exposure to shoppers. The company is hoping to capitalize on the mall’s high traffic and attract a steady stream of customers.

Navigating a Competitive Landscape

CardVault enters a competitive market that includes established hobby shops, online marketplaces, and major manufacturers like Fanatics and Topps. Fanatics, in particular, has become a dominant force in the industry, holding exclusive licenses for major sports leagues. To compete effectively, CardVault is relying on its unique business model, celebrity endorsement, and community-focused approach.

“The market is getting crowded, but there’s still room for innovation,” commented an industry insider. “CardVault’s emphasis on experience and community could set it apart from the competition.”

The company also faces the challenge of maintaining momentum in a market that experienced a surge in popularity during the pandemic. While interest remains high, growth has slowed in recent months. To stay ahead of the curve, CardVault will need to continually adapt to changing consumer preferences and offer new and exciting products and experiences.

“America’s Best Card Shop”? A Bold Claim

CardVault’s press release boldly proclaims the new store as “America’s Best Card Shop.” While the claim is a strong marketing tactic, independent verification is currently lacking. There are no publicly available rankings or awards that definitively support this assertion. However, the company's commitment to creating a unique and engaging experience, coupled with its focus on authenticity and community, could position it as a leader in the industry.

“It’s a bold statement, but not entirely unreasonable,” said an anonymous collector. “If they can deliver on their promise of creating a true community hub, they could become a go-to destination for collectors.”

Brady’s Influence and Future Growth

Tom Brady’s involvement is undoubtedly a major asset for CardVault. His celebrity status generates significant media attention and brand recognition, attracting both collectors and casual fans. His entrepreneurial ventures extend beyond CardVault, demonstrating a broader commitment to building a diverse business portfolio.

“Brady’s name adds instant credibility and excitement,” said a marketing expert. “It’s a smart move for the company.”

The MOA location is just the beginning for CardVault. The company plans to expand to other markets in the future, building a national network of community hubs for collectors. With its unique business model, celebrity endorsement, and commitment to innovation, CardVault appears well-positioned to succeed in the rapidly evolving world of collectible trading cards. The grand opening on November 16th will be a key test to see if this strategy truly deals a winning hand.