The Fleer Corporation has a long history of producing sports and entertainment trading cards dating back to the early 1900s. While they produced various cards throughout the decades, Fleer is most notable for its involvement in the modern baseball card boom that started in the 1980s.
Fleer was founded in Philadelphia, Pennsylvania in 1885 by brothers Frank and Arthur Fleer. Originally known as the Fleer Chewing Gum Company, they started by producing different flavors of chewing gum. In the early 1900s, Fleer began inserting premiums and promotions into its gum packs as a marketing strategy. One such promotion involved inserting pieces of memorabilia or trading cards featuring topics such as actresses, baseball players, and more.
However, Fleer did not become a major baseball card producer until the 1980s. In the late 1970s, Topps Chewing Gum Inc. had secured exclusive licensing deals with Major League Baseball, leaving no room for competition. Seeing an opportunity, Fleer’s new president Donruss approached MLB to discuss options. In 1981, Fleer was given approval to produce baseball cards again for the first time since 1955.
This marked the beginning of the modern sports card boom, as Fleer was now the second brand available on the market alongside the long-time leader Topps. In 1982, Fleer released its first major set of baseball cards since the 1950s, featuring 572 total cards as part of its “1982 Fleer Baseball” collection. Players were eager to appear on non-Topps cards for the first time in decades, increasing demand.
Part of what made the 1982 Fleer set so iconic was its pioneering photographic technology. Rather than simple pen-and-ink illustrations, Fleer cards utilized vibrant color action photos on the fronts. This new photographic style set the standard that Topps was soon forced to follow. The release of these updated Fleer cards reenergized the baseball card market and kicked off a more competitive era.
Throughout the 1980s, Fleer continued expanding its baseball offerings with more innovative sets each year. In 1983, they followed up with the popular “1983 Fleer Update” collection focusing on rookie cards. Their 1984 set featured holograms on all cards for added visual appeal. By the late 1980s, Fleer was producing popular subsets highlighting All-Stars, playoff performers, and award winners to give dedicated collectors more chase cards to find.
The competition between Fleer and Topps cards represented the golden age of the modern baseball card boom. As two major brands vied for licensing and sales, both companies invested heavily in experimental new designs and premium parallels. Fleer introduced their “Glossy Sendbacks” technology in 1985, allowing collectors to mail back certain cards for autographs and memorabilia inserts. This era produced some of the most iconic and valuable modern rookie cards in the hobby as well.
The overproduction of baseball cards in the late 1980s and early 1990s soon led to a massive crash in the collectibles industry. As the market became saturated and demand fell, Fleer struggled financially. In 1992, Topps regained the exclusive MLB license, once more leaving Fleer without a baseball product. They continued producing non-sports cards and even acquired entertainment licensing deals.
Through various acquisitions and mergers over the next two decades, Fleer’s sports division underwent numerous ownership changes. In 2007, Fleer baseball and non-sports cards were purchased by The Upper Deck Company. While Fleer no longer produces cards itself, its impact on pioneering the modern baseball card boom of the 1980s remains undeniable. Stars like Cal Ripken Jr., Frank Thomas, and Ken Griffey Jr. made their debut in the world of collectibles thanks to those iconic early Fleer sets. Today, vintage 1980s Fleer cards remain highly sought after by enthusiasts and represent a landmark period in the hobby’s history.
