The 1970 Topps large baseball card set was a departure from the standard size cards Topps had produced annually since 1951. Instead of the usual 2-1/2 by 3-1/2 inch size, the 1970 cards measured a substantially larger 3-1/2 by 5 inches. The increased size allowed Topps to utilize full bleed color photography on the front of each card for the very first time. Produced during the peak of the counterculture era in the United States, the artistic and graphic design innovations of the 1970 Topps cards helped usher in the modern age of baseball cards.
Prior to 1970, Topps baseball cards featured colorful but basic block color artwork on the fronts. Photos were primarily reserved for the smaller player image box in the upper left corner. For this experimental large format release, Topps contracted renowned sports photographer Charles M. “Chick” Champlin to capture high quality action shots of every major league player. The bleed edge photos gave each card a unique vividness and captured the dynamism of America’s pastime in a way previous illustrations could not.
While the unorthodox 3 1/2 x 5 inch size did not stick around long term, Topps took a risk with their largest cards ever that paid off both critically and financially. People were drawn to the pop art styling and lifelike photography unconstrained by borders. Despite initial concerns over whether the oversized cards would fit neatly into albums, collectors eagerly snapped up the 1970 set which today remains one of the most coveted issues from the1960s-70s “Golden Age” of baseball cards.
In addition to the groundbreaking full bleed photos, the design elements on the 1970 Topps cards were also bold for their time. The team logo was prominently featured in large type above the player’s picture. Information such as batting stats was minimized to brief text blocks freeing up more visual space. The back of each card showcased action shots from that season with minimal distractions. Names and numbers were rendered in a modern sans serif font adding to the clean contemporary look.
While photography technology was advancing, it is important to note that color printing was still developing as an art form in 1970. Some of the early Topps photo shoots encounter issues with focus, lighting, and developing processes that negatively impact the image quality of certain cards randomly inserted in packs that year. The risk-taking spirit and overall production values were a hallmark of the entire large format 1970 Topps set during a period of radical change and social upheaval in America.
Beyond the innovative design and photography, the 1970 Topps cards also hold considerable nostalgic appeal for many mid-century baseball fans due to the players and seasons immortalized. Names like Hank Aaron, Reggie Jackson, Johnny Bench and Nolan Ryan would go on to cement legends but were captured in their athletic primes on these oversized cards. The 1970 season itself saw the Big Red Machine Cincinnati Reds dominate with 99 wins en route to the World Series title. Icons like Roberto Clemente playing for the Pittsburgh Pirates and Willie Mays for the San Francisco Giants also resonate powerfully with collectors to this day.
While the large 1970 Topps cards didn’t portend the permanent shift to the 3 1⁄2 x 5 inch size, they had an outsized influence on the baseball card designs and photography of subsequent decades. Inspired by this one-year experiment, Topps returned to color action photography as a regular feature of its annual offerings. High quality close-up portraits also became an expected highlight. The 1970 Topps cards broke open what was possible with bleeding edge creativity and represented Topps at the forefront of blending the pastime with pop culture right as both were evolving rapidly. Over 50 years later, the creative risks and iconic imagery still make this Topps set one of the hobby’s true landmark releases.
In the present day, complete 1970 Topps large baseball card sets in top condition can sell for thousands of dollars due to their influential design, nostalgic content, and limited surviving population after half a century of handling. Serious collectors covet finding stars like Aaron, Clemente and Bench in pristine near-mint state. While pricing has increased substantially alongside growing nostalgia, the 1970 Topps cards continue attracting new generations of fans to the visual appeal and historical significance of capturing a season and players in a unique artistic time capsule. The innovative large size photography shook up the staid traditions of yearly issues and truly heralded baseball cards into the modern multimedia promotional phenomenon they remain today.
