1987 Fleer Baseball Cards – The Rise and Fall of an Iconic Release
The 1987 Fleer baseball card set stands out as one of the most iconic and recognizable issues in the modern era of the hobby. Featuring a familiar design template, rookie cards of future Hall of Famers, and an association with one of the seminal brands in the industry’s history, the ‘87 Fleer cards remain beloved by collectors to this day. The release also marked the beginning of a turbulent period for Fleer and ushered in dramatic changes across the sports card landscape.
Fleer had broken into the baseball card market in 1981 by securing the licensing rights from Topps, long the dominant force in the space. The initial Fleer releases sold well and introduced innovative traits like the “Fleer Sticker” element. By 1987, Fleer was a major player and saw an opportunity to one-up Topps with special subsets and star talent. The ‘87 production would prove problematic and expensive, leaving Fleer in a precarious position.
Unopened wax boxes of the 1987 Fleer issue remain some of the holy grails for sealed collectors today. In pristine condition with the factory wrap intact, a full 36-pack box can sell for tens of thousands of dollars depending on surrounding circumstances. This is due to several factors which contributed to the 1987 Fleer cards’ mystique and status as some of the most coveted unopened product from the modern era.
Chief among these is the star power and rookie presence within the base set. Future Hall of Famers like Barry Larkin, Mark McGwire, and Ozzie Smith had their first Major League cards in the ‘87 Fleer release. But perhaps most iconic was the inclusion of Ken Griffey Jr’s rookie, which is widely considered one of the most aesthetically pleasing and instantly recognizable in the hobby’s history. The market demand for these highly-regarded rookie cards, still in their original sealed packaging, is what drives the incredible premiums unopened ‘87 Fleer boxes continue to fetch.
On top of the star power, scarcity plays a huge role in the collectibility of unopened 1987 Fleer boxes. There were production issues which plagued the release and hindered Fleer’s ability to fully meet demand. Quality control problems led to design flaws, centering issues, and non-uniformity across the print runs. This forced Fleer to destroy and halt production of certain card numbers, dramatically reducing available supplies, especially in sealed form. Combined with the popularity of the included rookies, it’s estimated less than 10% of the original production run remains sealed in boxes today.
The troubles didn’t end after production either. Fleer’s aggressive attempt to one-up Topps’ base set with extra subsets backfired. The ’87 issue ended up ballooning to a whopping 363 total cards when including subsets, variations, and special parallel issues. The massive size caused distribution and logistical problems that Fleer was not fully prepared to handle. Cards ended up in places they weren’t supposed to, while other areas faced shortages. This disrupted the natural circulation pattern and led to further decreases in sealed product availability on the secondary market in the decades since.
While problems mounted, collectors at the time were enthralled by the ‘87 Fleer release. The flashy design with team logo borders, player pose photos, and statistical backs were all well-received innovations. Subsets like “Glossy Sendbacks” and “Fleer Futures” were also a hit with the target demographic. The distribution issues didn’t stop eager young fans from ripping open what wax boxes and packs did make it to retail. This means the overwhelming majority of the ‘87 Fleer print run was opened and circulated throughout the late 80s/early 90s hobby boom.
For sealed collectors today, the combination of iconic rookie talent, design recognition, production scarcity, and the set’s resonance in the hobby’s nostalgic past make unopened 1987 Fleer boxes the ultimate treasure. Getting your hands on one requires deep pockets, patience, and more than a little luck. Examples mostly surface when estates are settled or a longtime collector decides to part with their prized sealed vintage. Condition is critical, as the brittle plastic wrap can showwear from decades of storage. With Gempack authentication, “A+Mint” or better boxes are largely investment-grade at this stage.
While the ‘87 Fleer release was renowned among collectors, it marked the end of an era for the brand itself. Production shortcomings and ballooning costs resulted in steep financial losses. Fleer was forced to sell its sports division to SkyBox International in 1991. The company would transition to focusing more on non-sport products and licenses. It was an inauspicious send-off for one of the pioneering alternative forces in the baseball card industry’s history. Though faults led to its demise as a sports provider, Fleer’s 1987 baseball issue still endures as one of the pantheon sets for the generation of collectors and fans who grew up with its stars. Over 30 years later, the mystique of finding a pristine unopened box from that fabled production run lives on.
The 1987 Fleer baseball card set is rightfully considered among the true holy grails for sealed collectors due to the brand name prestige, iconic rookie content, desirable design elements, and exceedingly low surviving population after decades of circulation and demand. Production shortcomings, distribution mix-ups, the nostalgia tied to childhood memories, and the inclusion of some future generations’ favorite players all contribute to the legendary status and escalating values that unopened 1987 Fleer boxes continue to achieve in today’s vintage market. Scarcity, star power, condition, and provenance make each unique example that surfaces a true prized find for the discerning vintage sports card investor.
