Ralston Purina Baseball Cards: Chronicling the National Pastime in the Mid-20th Century
From 1933 to 1962, The Ralston Purina Company produced perhaps the most iconic and well-known set of MLB baseball cards issued during the middle decades of the 20th century. Including 486 documented issues over their 30 year run, Ralston Purina cards contained photos and career statistics for thousands of major league players and became prized possessions for generations of baseball fans and card collectors. Beyond simply showcasing the stars and sluggers of the day, the Ralston Purina card series serves as a unique historical document chronicling the evolution of America’s national pastime during a pivotal era.
The Beginning of the Set
While other candy and tobacco companies had produced rudimentary baseball cards as early promotional inserts starting in the late 1880s, Ralston Purina is credited with issuing the first modern baseball card set meant specifically for collection in 1933. At the time, Ralston was one of the largest cereal companies and looking for ways to popularize its Wheaties brand of breakfast cereal among children. Company executives decided that included baseball cards in Wheaties boxes featuring the biggest players of the day would be an effective marketing tool.
The 1933 Ralston Purina issue included 101 individual cards featuring headshots and key stats for players on American and National League rosters. Some of the more notable names included in the inaugural set were Babe Ruth, Lou Gehrig, Rogers Hornsby, and Jimmie Foxx. The cards measured 2 1/4″ by 2 3/4″ and had a colorful design with a plain white backdrop. They were an instant hit among young fans and helped generate new interest in Wheaties. Purina soon added new issues annually that expanded rosters and featured more in-depth stats and photography.
Covering Baseball in the 1930s-1950s
Over the next three decades, Ralston Purina consistently issued new sets timed around the start of each MLB season. The cards became highly collectible and traded among youth. They documented the evolving star power and cultural impact of players like Bob Feller, Ted Williams, Stan Musial, Willie Mays and more. Notable subsets were also produced spotlighting things like rookie cards, All-Star teams, and league leaders.
An especially iconic aspect of many 1940s-50s Ralston issues were black and white action photos dominating the front of the cards over simpler mugshot-style headshots. This helped bring the excitement of on-field play to young fans. Cards from this era also provide a window into the racial barriers that existed before Jackie Robinson broke the MLB color line in 1947 for the Brooklyn Dodgers.
The post-World War 2 era saw a boom in baseball’s popularity as legendary stars like Joe DiMaggio, Mickey Mantle and Whitey Ford captivated the country. Ralston Purina was there to capture and share their feats with the next generation of fans through a visual documentation in its annual card sets. The quality and production values of the issues continued to steadily improve each season.
Branching Out and Changing Times
As the 1950s rolled on, Ralston Purina began experimenting with more elaborate inserts, premium cards and specialty subsets within its main released sets. Examples included glossy photo cards of league POTY winners, sepia-toned “Turn Back the Clock” retrospectives and bi-fold cards spotlighting league leaders. The company also briefly ventured into the uncharted territory of issuing full-scale high-quality color photos on a handful of 1956 and 1957 issues.
Broader cultural shifts were already underway that would impact the Ralston formula. Television was bringing baseball into more living rooms nationwide, candy cards were challenging cereal inserts for kids’ allowances and the 1950s golden era of MLB was reaching its conclusion with many old superstars retiring. After issuing its final 1962 set featuring the likes of Willie Mays, Hank Aaron and Sandy Koufax, Ralston Purina ended its pioneering 30 year run producing MLB’s premier baseball card series.
While no longer actively produced, vintage Ralston Purina issues remain hugely popular with collectors and historians to this day. Their classic designs, wealth of player stats and abundance of irreplaceable photographic documentation make them unparalleled historical artifacts of America’s pastime during baseball’s mid-century “Golden Age.” No other issuer of the time more comprehensively captured MLB’s evolution on cardboard from the 1930s through the early 1960s than Ralston Purina through their innovative and hugely popular baseball card sets inserted in breakfast cereals. Their place as originators of the modern baseball card set secures their legacy in sports card history.
