Baseball cards from the late 1970s represent a transitional period between the old school cardboard of the 1950s and 60s and the modern glossy cards that became popular in the 1980s. As the 1970s progressed, card designs evolved to feature more vibrant colors and photography began to overtake hand-drawn illustrations. Several new companies entered the baseball card market and challenged Topps’ dominance during this era as well.

Topps had produced virtually all major league baseball cards since the 1950s. Their monopoly began to crack in the late 1970s as Fleer and Donruss gained licensing deals that allowed them to produce their own sets. In 1977, Fleer shocked the hobby by releasing the first modern size baseball cards. Previously, Topps cards were heavier cardboard stock and measured approximately 2 1/2 inches by 3 1/2 inches. Fleer debuted cards that were 2 5/8 inches by 3 5/8 inches, the same size that is standard today.

The smaller size allowed for cleaner front designs with larger photographs. It also opened the door for photo variations within sets as multiple action shots could be selected for each player rather than a single pose. This marked the beginning of the modern baseball card era. Topps and Donruss would soon follow Fleer’s lead and switch to the new dimensions.

Another significant change in the late 1970s was the increasing use of color photography on cards rather than hand-drawn artwork. Topps began experimenting with color photo fronts as early as 1968 but they did not become the norm across entire sets until later in the decade. The 1979 Topps set was one of the first where virtually every card featured a color photo rather than an illustration.

Trading card inserts also began gaining popularity during this period. Topps is credited with the first “Traded” cards appearing in 1972, showing players after trades. In 1977, Donruss introduced “Turn Back The Clock” inserts recreating vintage uniforms. Special short print parallel sets also emerged, like the sparse 1979 Topps Super Star Specials cards.

Rookie cards remain an important facet of late 70s sets. Notable rookies include Eddie Murray’s 1979 Topps debut, George Brett’s 1974 Topps rookie, and Rollie Fingers’ 1968 Topps card. Star players of the era like Pete Rose, Nolan Ryan, and Reggie Jackson saw many of their most iconic cards produced in the late 1970s as well.

The increased competition among card companies led to innovative promotions. In 1978, Topps distributed “Winning Combinations” letters that could be rearranged to spell out hit prizes. Donruss sold “Mystery Edition” wax packs that concealed random card variations or inserts behind darker cardboard. Fleer even produced short-lived 3D baseball cards in 1979.

Condition remains key for valuable late 70s baseball cards today. Sets from this period sold in tremendous numbers but have also endured heavy use over four decades. Near mint rookies of storied players can fetch hundreds while well-worn common cards have little value. Complete sets are also attraction for enthusiasts looking to own a preserved time capsule from when the hobby transformed.

The late 1970s was a time of change in the baseball card industry as new companies disrupted Topps’ long-standing dominance. Designs modernized, color photos emerged as the norm, and insert cards gained popularity. While production numbers were high, stars of the era as well as pioneering rookie cards retain interest from collectors. The transition decade represented by late 70s cards paved the way for the glossy cardboard that has enthralled sports fans ever since.