Nabisco has a rich history of including premiums in their snack brands throughout the 20th century. From toys to games, these incentives helped drive sales for the biscuit makers popular products. One of the most coveted premiums ever included were Nabisco-produced baseball cards signed by the sport’s biggest stars.
Starting in the 1970s, Nabisco partnered with Topps trading cards to produce exclusive autographed card sets included inside cracker packages. Sets featured cards signed by notable players from the current season, giving fans a unique memorabilia item. The cards proved extremely popular and helped make Nabisco brands like Oreo and Ritz integral parts of backyard ballgames.
Among the earliest Nabisco/Topps partnerships was a 1974 promotion that saw full-size 3.5×5 inch cards autographed by over 30 all-stars inserted in Oreo cookie packages. Signatures came from a who’s who of 1970s talent like Hank Aaron, Willie Mays, and Reggie Jackson. The beautiful hand-signed cards had corresponding “Nabisco Presents” parallel cardboard inserts also signed by the players.
In 1976, a similar promotion delivered signed hometown hero cards of stars paired with their local teams. Future Hall of Famers like George Brett signing as a Kansas City Royal or Mike Schmidt representing the Philadelphia Phillies. Signatures were authenticated by Topps on the back with serial numbers. These localized tributes added desirability for collectors.
The 1977, 1978 and 1979 sets continued the trend with Topps-designed 3.5×5 inch Oreo signed inserts. Highlights included Robin Yount and George Foster rookie cards amongst lineups featuring Dave Winfield, Tom Seaver and other superstars. The handwriting traits and signatures were unmistakable on these true pieces of authenticated memorabilia.
Arguably the most storied Nabisco/Topps release was 1980. Beyond signed 3.5×5 cards of Nolan Ryan, Mike Schmidt and others, special oversized “Traded” and “Record Breaker” insert cards celebrated milestones. A Ted Williams “Farewell to Baseball” signed card was another unique piece. Topps even included on-card photographs on some, boosting their desirability.
Nabisco continued to partner with Topps through the early 1980s with smaller but no less popular autographed insert sets. Notable inclusions were a 1981 Don Baylor AL MVP card and another Ted Williams tribute in 1982 upon his passing. These later issues lacked on-card photos but continued authenticating player signatures within Oreo, Ritz and Wheat Thins packages.
By the late 1980s, the golden era of Nabisco/Topps baseball card inserts began to wind down. Economic factors and loss of adhesive gum sales impacted trading card insertion programs overall. The final known Nabisco/Topps partnership was likely 1986. Their 1970s and early 80s collaborations produced some of the most iconic signed sets in the hobby.
Collectors continue to seek out these authenticated hand-signed pieces of memorabilia today. Their provenance of coming directly from Nabisco cracker and biscuit packs adds to their allure. Finding a full 1974 or 1980 set in original packaging could fetch thousands to the right collector. Even singles of stars like Aaron, Ryan or Schmidt continue rising in value.
The Nabisco/Topps baseball card partnerships succeeded in driving cracker sales while delivering true memorabilia pieces to fans young and old. Their signed cardboard inserts represented the pinnacle of premium promotions. Collectors remember fondly searching packs hoping for an autographed redemption of their favorite player. Nabisco’s multi-year dalliance with Topps secured a special place in the history of sports collectibles.
