Bob and Max’s Baseball Cards: A History of the Hobby
The hobby of collecting baseball cards has been enjoyed by children and adults alike for over 130 years. What started as a simple promotional inclusion in tobacco products in the late 1800s grew into a multi-billion dollar industry. At the center of it all were two childhood friends named Bob and Max who took their passion for the cards to new heights.
Bob Johnson and Max Smith grew up across the street from each other in a small suburban town just outside of Chicago in the 1950s. Both boys were diehard fans of their beloved Chicago Cubs and spent their summers attending games at Wrigley Field whenever possible. But when the season ended, they still wanted a way to stay connected to the game. That’s when they discovered the world of baseball cards.
In those early days of the 1950s, the main producers of baseball cards were Topps, Bowman, and Fleer. The cards would be included as incentives in chewing gum, bubble gum, or candy packs sold at corner stores for a penny a piece. Bob and Max began collecting religiously, trading duplicates with their friends and storing their growing collections in shoeboxes under their beds. Baseball was a national pastime and the cards helped fuel their love for the game even during the offseason.
As they got older, Bob and Max’s passion for cards only grew stronger. By their teen years in the late 1950s, the limited runs and scarcity of certain years began to create a culture of card collecting beyond just kids looking for a gumball prize. The duo began to see the cards not just as pieces of memorabilia, but as investments that could gain value over time. They spent their paper route and allowance money hunting down vintage cards from the 1940s and earlier to add to their collections.
In 1960, during their freshman year of high school, Bob and Max had the idea to start their own baseball card business. Using a small loan from Bob’s father and inventory from their personal collections, they opened up a tiny storefront called “Bob and Max’s Baseball Cards” in downtown Chicago. Against all odds, the shop was an instant success. Fueled by the baby boom generation’s newfound disposable income, the baseball card hobby exploded across America throughout the 1960s. Bob and Max’s shop became a mecca for collectors from all over the Midwest to trade, sell, and appraise their collections.
The partners had an eye for what cards would gain value. They began purchasing entire collections that collectors were eager to cash out of. Their inventory grew rapidly to include gems like Honus Wagner, Babe Ruth, and other pre-war stars. By the late 1960s, Bob and Max’s had outgrown their original storefront and relocated to a larger warehouse space. They expanded their product line beyond just cards to include books, magazines, and memorabilia to keep up with customer demand. The duo even started hosting card shows, bring collectors together from across the country.
Throughout the 1970s and 80s, Bob and Max’s Baseball Cards cemented its place as the premier retailer in the hobby. The partners had an uncanny ability to predict market trends and which players or teams would drive future interest. They amassed one of the most valuable private card collections in the world. Bob and Max also started their own magazine, “Sports Americana,” to cover the business of cards, highlight valuable finds, and promote the hobby. By the 1990s, their company had grown into a mail order empire with a nationwide customer base.
The unthinkable happened in 1992, when Max suddenly passed away from a heart attack at the young age of 55, shocking the entire sports collecting world. Bob was devastated but knew he had to carry on what they had built together. He brought Max’s son, David, into the business to help carry the torch. Under their leadership, Bob and Max’s continued to thrive well into the new millennium despite competition from large corporate retailers like Walmart. The company remained dedicated to its roots as a family-owned operation and mecca for collectors.
Today, Bob and Max’s Baseball Cards is run by the third generation of the family. Bob passed the reins to David, who now co-owns the business with his own son Max, named after his late father. While the industry has changed with the rise of the internet, Bob and Max’s still operates their massive warehouse and hosts some of the largest card shows in the country. The multi-million dollar company remains dedicated to its original mission of preserving baseball card history and fueling people’s passion for the hobby. Bob and Max’s legacy as the pioneering leaders who helped build baseball cards into a mainstream phenomenon will endure for generations to come.
