Fanatics is one of the leading manufacturers and licensors of sports cards and collectibles. While they have expanded into other sports in recent decades, Fanatics got their start producing baseball cards during the heyday of the hobby in the late 1980s and 1990s.
The company was founded in 1987 under the name Pacific Trading Cards by brothers Doug and Mark Galen in San Diego, California. Coming from a sports memorabilia background, the Galen brothers saw an opportunity to enter the booming baseball card market that was dominated by Topps at the time. Their goal was to produce high quality cards at affordable prices to attract collectors.
For their inaugural 1988 set, Fanatics/Pacific secured licenses from Major League Baseball and the Major League Baseball Players Association. This allowed them to use team logos, uniforms, and player likenesses on their cards. The 1988 Fanatics set was a success and helped the upstart company gain a foothold in the industry.
In the late 1980s and early 1990s, the baseball card boom was in full swing as speculation and demand reached a fever pitch. Fanatics capitalized on this by releasing innovative sets that captured the attention of the collector base. Some notable Fanatics releases from this era included the 1990 Diamond Kings subset, which featured refractors and embedded diamond chips. They also produced the popular 1991 Stadium Club set with innovative photography and a premium feel.
It was the 1992 Fanatics set that is largely considered their most iconic early release. The design featured bold colors, team logos, and action shots that really popped on the cards. Fanatics also gained notoriety for including premium parallels and serially numbered “hits” at a much higher rate than other manufacturers. This made their sets very popular for chasing rare and valuable cards. Rookie cards of future stars like Chipper Jones also added to the 1992 Fanatics set’s popularity and longevity.
Throughout the 1990s, Fanatics continued to push the boundaries of baseball card design and production technology. Some notable innovations included experimenting with different card stock, premium materials like leather and wood for high-end sets, and embracing the insert card trend with popular subsets. They also obtained licenses for NASCAR and NFL properties to diversify beyond baseball cards.
The overproduction of cards during the early 1990s bubble combined with a national recession led to a crash in the collectibles market. This devastated the sports card industry and caused Fanatics and competitors to retrench. In the late 1990s, Fanatics was acquired by the sports merchandising giant Fanatics.
Under Fanatics ownership, the company has evolved into a leading global digital commerce company for licensed sports, entertainment and lifestyle products. While they still produce an annual baseball card set each year under the Fanatics brand, they have expanded into other areas like online sports merchandise, collectibles e-commerce platforms, and fan gear for every major pro sports league.
Today, Fanatics remains one of the dominant manufacturers and licensors in the baseball card industry. Through deals with MLB, MLBPA, and individual player rights, they continue to release innovative new sets that attract collectors both young and old. Their history of pushing the boundaries of design and technology remains influential on the modern baseball card landscape. And as the parent company expands its digital presence, Fanatics ensures their brand will remain synonymous with sports fandom and collecting for generations to come.
In summary, Fanatics has come a long way from its roots as a small startup challenging Topps in the late 1980s. Through risk-taking, creativity, and business evolution, they have grown into a global sports commerce powerhouse. But their place in the history and culture of baseball cards remains an important part of their legacy.
