Topps Company, Inc.
By far the largest and most prominent company in the baseball card industry is The Topps Company, Inc. They have been producing baseball cards since the early 1950s and still dominate the market today. Some key details about Topps:
Founded in 1938 and started producing boxing cards. Entered the baseball card market in 1951 and has had the exclusive license from Major League Baseball ever since (except for a few years in the 1980s and 1990s when Fleer and Score also had licenses).
In addition to baseball cards, Topps also produces cards featuring other sports like football, soccer, hockey, basketball, WWE wrestling and entertainment subjects like Star Wars and Disney characters.
Topps is credited with many innovations in the baseball card industry like the modern size/shape of cards, inclusion of team logos/colors, player statistics on the back, and use of color photos.
Some of their most popular baseball card sets over the decades include Topps, Traded, Updates/High Numbers, Chrome, Heritage, Allen & Ginter, Gallery, and Bowman.
In addition to traditional wax/plastic pack cards, Topps also produces high-end products like autographed cards, memorabilia cards, boxes of cards featuring one player, and annual ‘premium’ sets.
As the market leader, Topps generally sets the standard that other card companies follow as far as number of cards per set, use of photos vs. illustrations, inclusion of prospects and veterans, parallels and inserts.
In recent years they have embraced the internet and social media more than competitors, with popular online initiatives like Topps Bunt, Huddle, Kick, WWE Slam and Star Wars card traider apps and games.
Topps’ MLB license runs through 2030 and they show no signs of decreasing their production or market dominance anytime soon. The company was bought by former Disney CEO Michael Eisner in 2007.
Panini America
Italian sports card giant Panini took over the remaining assets of Fleer and Score in 2007, becoming the main competitor to Topps in America. Here are some Panini details:
Founded in 1961 in Italy, they are still privately held there and are the leading soccer card producer worldwide under brand names like Match Attax and Calcio.
Entered the US market in 2008 after acquiring Fleer and Score’s inventory and trademarks. Now produce cards under the Donruss, Contenders, Immaculate and Playoff brands among others.
Have licensed relationships with the NFL, NBA, NHL, Soccer and multiple colleges in addition to producing some baseball outside of Topps’ MLB license.
Known for producing ‘parallel’ or limited edition inserts like “Red” or ‘Diamond’ versions with particularly low print runs.
First major company to embrace memorabilia cards containing game-used pieces of jerseys, bats, etc.
Produced popular retro-style sets like “Sweet Spot” and “1984” mimicking classic 1980s Fleer and Donruss designs.
Focused more on boxes/packs of higher-end inserts than traditional wax packs for general releases.
Panini’s baseball offerings outside of MLB include licensed Nippon Professional Baseball sets from Japan.
With Topps’ MLB deal ending after 2030, Panini could potentially make a serious run at the license, shaking up the baseball market.
Other Past/Present Baseball Card Producers:
Fleer Corporation: Founded in 1893, they produced some of the most iconic modern baseball card designs of the 1960s-1990s like the ‘classic’ Fleer design before being sold.
Donruss: Founded in 1954, they were known for innovative statistical tracking cards before being acquired by Playoff Corporation and ultimately Panini.
Score: Founded in 1989, they were Topps’ main competitor holding an MLB license in the late 80s/early 90s but folded after losing their deal.
Leaf: Produced high-end sets in the 1990s before going bankrupt in 1999 but made a return with new parent company in 2020 with a focus on memorabilia cards.
Upper Deck: Focused more on other sports but still produces some baseball sets and was known for innovative hologram and substrate card technologies.
In summation, while Topps dominates baseball cards, Panini, Donruss and others still produce sets outside MLB’s exclusive license. Brands like Fleer, Score and Leaf produced classics in the past. With increased digital offerings, consolidation and potential changes to licensing, the industry faces an uncertain future beyond the next decade.
