The 1960 baseball card season marked the beginning of a new decade and brought some significant changes to the hobby. Several new card manufacturers entered the market while others either merged or went out of business. Topps continued their dominance but had new competition from newer companies like Fleer and Carlton.
Topps remained the prominent card maker and released their standard yellow bordered design they had used since 1957. Their 340 card set featured all 16 major league teams. Notable rookies included future hall of famers Dick Allen, Roberto Clemente, and Luis Tiant. Stars of the era like Willie Mays, Hank Aaron, and Sandy Koufax continued to be fan favorites and highly collected.
A major development in 1960 was the emergence of Fleer as a serious card company. Fleer had produced highly collectible bubblegum cards in the 1950s but this was their first foray into major league baseball cards. Their pioneering parallel production method allowed them to enter the MLB market by circumventing Topps’s exclusive agreement with players. Fleer’s 1960 106 card set spotlighted colorful photography and innovative designs.
The cards had the players names printed horizontally along the bottom edge which was a novel format at the time. It marked Fleer’s arrival as a competitor to Topps who would produce all-star sets in subsequent years. Their 1960 set focused on stars but also featured prospects like Jim Gentile and Don Schwall. Fleer cards from this debut season are considered key vintage pieces for collectors.
Another company, Carlton Cards also emerged as a rival to Topps in 1960. Carlton produced a basic 71 card set that highlighted reigning MVPs and all-stars across baseball. Their cards had a uniform photo size and design but lacked Fleer’s creative flair. Still, they presented collectors with an alternative other than Topps for the first time in years. Carlton lasted for only a couple seasons but helped bolster competition in the growing baseball card marketplace.
Many other regional and independent tobacco brands also issued baseball cards in 1960 but on a smaller scale than the big three. Mercury issued quality 125 card and 75 card sets concentrated in the Midwest. Score produced a 100 card regional offering as well. Berk Factories presented a 48 card album in New England. Baseball cards inserted into candy/gum remained a popular hobby and promotional trend at the time.
Along with new manufacturers, several existing companies merged or left the baseball card business after 1960. After over 20 years producing premium cards inserted in cigarette packages, American Tobacco concluded their famous set that year. Skybox also departed after just one season producing a basic 89 card release in 1960. The once popular Bowman brand that dated back to the late 1940s combined with Topps that same year, ending their long run.
The 1960 baseball card season marked both change and continuity in the industry. Topps continued leading the way but faced unprecedented new competition from Fleer and others that helped diversify the marketplace. Iconic rookies, future hall of famers, and established stars from that era remain highly prized by collectors today. The entrance of new companies ushered in renewed interest and collecting excitement during a pivotal time for the vintage card hobby.
