The 1947 baseball season marked a transition period for the sport following World War II. As Major League Baseball looked to reinvigorate fan interest, the league and card companies worked together to produce a special series of exhibit cards to help promote the upcoming season. These unique 1947 exhibit baseball cards showcased the players and provided a reminder of the national pastime as Americans readjusted to life after wartime.
Top card producer Leaf issued the first sets of 1947 exhibit cards in the fall of 1946. Rather than including statistics or player bios, the cards focused solely on presenting color portraits of stars from across MLB. Boston Red Sox slugger Ted Williams received top billing as the first card in the set. Other icons like DiMaggio, Medwick, Reiser and Feller also received early card numbers to maximize visibility. The bold colors and enlarged headshots aimed to draw attention on sports pages and in shop windows.
While most sets only contained 20-30 cards, Leaf produced over 100 portraits to ensure comprehensive league representation. Even lesser known players received an exhibit card to help boost their profile. The cards came bundled in protective plastic sheets designed for easy mounting in store displays. Additionally, Leaf provided suggested window and counter setups to retailers to maximize promotional exposure for the upcoming season.
As spring training began in 1947, Bowman Gum also entered the exhibit card market with their own high quality portrait series. Like Leaf, Bowman’s set led off with Ted Williams but also included up-and-coming stars in the early numbers. Young Dodgers like Robinson, Reese and Roe provided optimism for Brooklyn fans tired of the Yankees dynasty. Pitchers dominated the latter portion of the Bowman set as the ascendance of the mound continued post-war.
With two major manufacturers now producing promotional cards, retailers received ample supply for window advertising. Drug stores, tobacco shops, department stores and sporting goods outlets all helped spread the baseball message. The exhibit cards attracted passerby who could learn about the players before the first games of 1947 began. Their oversized size made them easy to view from the sidewalk and grab attention.
As the 1947 MLB season got underway, the exhibit card promotions proved successful. Both Bowman and Leaf saw strong initial sales of their more traditional early season card sets as fans flocked to stores in anticipation. Return of professional baseball served as a welcome distraction and sign of national recovery after years of wartime shortages and rationing. Crowds at ballparks swelled as fans old and new took in America’s pastime.
Through their exhibit card promotions, manufacturers also took the first steps toward more focused marketing of MLB’s biggest stars. Ted Williams’ card led both major sets, reflecting his new superstar status. Likewise, iconic veterans like DiMaggio and young sluggers like Musial began to emerge from the team concept of past issues. The single-player focus of exhibit cards helped change the hobby’s dynamic toward individual collector interests.
While short-lived as a promotional concept, the 1947 exhibit baseball cards played an important historical role. Their colorful portraits brought national attention back to the upcoming season and rekindled public enthusiasm. The success of these early season advertising campaigns also accelerated post-war growth within the fledgling sports card industry. Today, the distinctive 1947 exhibit cards remain highly collectible reminders of baseball’s return to prominence in the homeland after challenging wartime years. Their significance goes well beyond simple cardboard as symbols of national renewal and optimism for the future.
