The 1970 Topps baseball card set is a significant release for several reasons, but chiefly due to their oversized format. At 3 3/4 inches by 2 1/2 inches, the 1970 Topps cards were noticeably larger than the standard 3 1/8 inches by 2 1/8 inches size that had been the norm since the early 1950s. The larger cards allowed for more vivid color photos and additional descriptive stats and text on each player’s card.
When designing the 1970 set, Topps hoped the larger card size would draw more attention on store shelves and reignite interest in the hobby during a time when many viewed baseball cards as more of a childhood novelty than a serious collecting endeavor. The wider, taller format gave each card a premium feel unlike any previous issue. While the size change proved quite polarizing among collectors at the time, the 1970s are now widely recognized as starting a “golden age” when creative, photographic-driven designs became the norm.
One reason Topps felt compelled to shake things up was due to growing competition from rival Bowman, who had scored a coup by landing the exclusive MLBPA license in 1967. This prevented Topps from using active players’ names or stats on cards beginning that year. To counteract this challenge, Topps went all-out with its patented photo-centric approach and flashy new card dimensions. The 1970 set contained 660 player and manager cards, plus various checklist, record, and team summary inserts.
Beyond the upgraded presentation, several other notable inclusions made the 1970 Topps issue unique. For the first time, manager cards were introduced, with one card dedicated to every MLB skipper that year. Rookies like Jim Palmer and Thurman Munson had their top rookie seasons immortalized. Stars like Willie Mays, Hank Aaron, and Johnny Bench continued their illustrious careers on the larger canvas. Iconic action shots like Reggie Jackson leaping or Luis Aparicio stealing a base showed the players at their best.
Not all collectors were initially pleased with the significantly larger card size, which didn’t fit as conveniently into standard storage pages and albums. However, Topps had accurately predicted this would be a short-term complaint that didn’t seriously hamper sales. Younger collectors coming of age in the 1970s viewed the big cards as extremely cool in an era when flashy stylistic changes were embraced. Soon after, upperdeck would take card size expansion to an even further extreme with oversized football issues.
In the ensuing decades, as interest in vintage cards rose dramatically, the 1970 Topps set began to be recognized as one of the most aesthetically pleasing issues ever made. The saturated colors, sharp focus photography, and roomy layouts made each card a true work of miniature art. Top rookie and star cards steadily increased in value as the 1970s collector base aged into adulthood with disposable income. In pristine graded gem mint condition, an iconic card like a Reggie Jackson or Johnny Bench rookie can now sell for tens of thousands of dollars.
As one of the most famous “oddball” sets due to breaking tradition by radically inflating dimensions, 1970 Topps remains a unique and captivating chapter in baseball card history. It showed initiative by Topps to try bolstering interest through unconventional product presentation. While unorthodox at the time of issue, the oversized format is now hailed as a turning point that raised design standards and helped cement the 1970s as a golden age which modern issues still look to emulate. For these reasons, the 1970 Topps baseball card set endures as one of the set’s most storied and visually striking releases of all time.
