Topps has been the dominant manufacturer and licensor of baseball cards in the United States for many decades. The Brooklyn-based company introduced the modern design of baseball cards in 1950 with its first full color and photo centric set. Since then, Topps has released annual baseball card sets each year covering both the current season as well as retro and specialty sets. Topps also holds the exclusive license to produce MLB branded cards in partnership with the league and players association. Some of Topps’ most iconic sets over the years include their 1952, 1954, 1988, 2019, and 2021 issues. While primarily known for standard size trading cards, Topps has also experimented with larger format cards, premium cardboard products, and digital collectibles.
Panini acquired the exclusive North American trading card license for Major League Baseball in 2020, replacing Topps after its 70 year run. Panini is the largest collector card manufacturer worldwide, holding licenses for the NFL, NBA, soccer, and other sports. For their first MLB season in 2021, Panini released a retro designed Prizm set that was very well received by collectors. They followed that up in 2022 with the Diamond Kings set, which spotlighted key players on specific teams. Panini’s MLB offerings have utilized popular technologies like prizm refractors, diamond parallels, and auto/memorabilia cards. They’ve also struck licensing deals with individual MLB teams and retired players to produce special parallel sets. Going forward, Panini will look to take market share from Topps and bring more innovation to the baseball card hobby.
Fleer was the number two baseball card producer behind Topps for many decades prior to losing their MLB license in 1981. Some iconic Fleer baseball sets included their 1960, 1963, and 1971 issues. Notable for having the first cards featuring MLB player photos, Fleer pushed Topps to improve their designs. After losing MLB, Fleer shifted to NFL and NBA properties and was eventually acquired by Skybox in 1992. The Fleer brand was later picked up by Upper Deck after Skybox’s bankruptcy and they released retro MLB sets without active player likenesses.
Donruss has had an on-again, off-again involvement in the baseball card business since releasing their inaugural self-produced set in 1981. Their early designs featured action photographs and a glossy stock that was distinct from Topps at the time. Donruss produced MLB cards continuously through the late 80s until losing the license. They would regain it a couple times after only to let it lapse again. More recently, Donruss signed a partnership with Panini to produce retro and insert style sets alongside their main soccer and basketball licenses.
Leaf was another 1980s/90s competitor to Topps that is still producing specialty baseball sets today. Focused more on chase inserts than base cards, Leaf featured signed memorabilia pieces, serial numbered parallels, and inserts featuring Hall of Famers. Their Metal Universe and Premium sets from the 90s are especially coveted by collectors. Leaf has maintained an MLBPA license allowing them to use retired player names and images without full league approval.
While the above companies have produced the majority of modern baseball cards over the last 50+ years, there have been many other smaller or short-lived manufacturers as well. Brands like Score, Stadium Club, Playoff, Pinnacle, and Bowman have all dabbled in the baseball card market at various points. Player collections and premium inserts remain an area ripe for newcomers to try and break into the already competitive baseball card industry. With the rising popularity of collecting, both established companies like Topps/Panini as well as prospective companies look for opportunities to capture collectors’ interest.
In summary, Topps dominated the mass-produced baseball card market for decades with Fleer and Donruss being their largest competitors historically. Panini now holds the exclusive MLB license going forward. While Topps set the standard, all companies have looked to innovate on card design, materials, and insert sets to entice collectors. Franchise and player licensing also allow firms like Leaf and Donruss to continue having a presence. As one of the oldest American hobbies, baseball cards remain a widely collected sport memorabilia category thanks to the enduring legacy of companies introducing new products and the nostalgia fans have for classic sets.
