Topps is one of the most iconic brands in the baseball card industry. The company revolutionized the business of sports cards when they began mass-producing and widely distributing affordable baseball cards in the early 1950s. Since that time, Topps has produced what are considered the definitive baseball cards year after year.
Topps got its start in 1938 as a small gum company based in Brooklyn, New York. The founders, brothers Isaac and David Berger, began by producing a brand of bubble gum called Topps Chewing Gum. In the late 1940s, the company started experimenting with including collectible cards inside gum packs as a promotional item. At first, these were non-sports cards featuring various pop culture characters and celebrities.
In 1951, Topps secured the first exclusive license to produce cards featuring active MLB players. Prior to this, baseball cards were often included as advertisements in tobacco products. Topps recognized that many children collected these cards and wanted to produce them separately from tobacco to be more family-friendly. They created the modern cardboard baseball card with team logos and stats on the back. The first set was distributed in 1952 and was an instant success.
This marked the beginning of Topps as the dominant force in the baseball card industry. They were able to strategically lock down yearly licensing deals with both the MLB Players Association and individual teams, essentially owning the market on cards featuring current professional players. Topps cards also have the distinction of being the only cards to feature player photos, while competitors like Bowman relied on more basic illustrations in the early years.
In the decades that followed, Topps continued mass-producing high-quality cards for distribution with chewing gum packs. This single-package format made collecting surprisingly affordable and accessible for children and introduced the hobby to generations. Topps cards from the 1950s through the 1980s are among the most coveted and valuable today due to their vast production numbers and iconic designs.
During baseball’s golden age in the 1950s and 60s, Topps produced some of the most iconic cards in the history of the hobby. Stars like Mickey Mantle, Willie Mays, and Hank Aaron achieved legendary status not just on the field but through their classic Topps cards. Sets from this era like 1967 and 1975 are perennial favorites of collectors. Topps also experimented with television premiums, comic books, and innovative concepts like 3D baseball throughout the era.
As the baseball card boom expanded in the late 1980s, Topps faced new competition from companies like Bowman, Donruss, and Fleer. To maintain dominance, Topps produced bigger and more extravagant sets with premium parallels, autograph cards, rare serial numbers. They also acquired new licenses for NBA, NHL, NFL, and non-sports entertainment.
The over-production of the early 1990s led to a crash in the collectibles market. Many competitors filed for bankruptcy while Topps narrowly survived and adapted. In the 2000s, Topps created innovative brand extensions in digital cards, art prints, and popular licensed entertainment properties. They also implemented stricter print runs that curbed production numbers to regain scarcity value in the modern market.
Today, Topps remains the industry-leader by retaining MLB players rights while expanding offerings to reach new collector demographics. As sports card investments surge in popularity again, Topps cards are consistently the most sought-after due to their established brand prestige and history chronicling many of the most iconic players and moments in sports history. Topps’ dominance since the 1950s has indelibly shaped the business of baseball cards and memorabilia for decades to come, solidifying their place as king of the hobby.
In summary, Topps single-handedly created the modern baseball card industry through affordable mass-production and strategic licensing that made collecting accessible to families nationwide. Their cards from the 1950s-80s boom eras are the most prized by collectors today due to capturing baseball’s Golden Age on small pieces of cardboard. After facing challenges, Topps has successfully adapted to remain the dominant leader through brand innovation and regaining scarcity in the collectibles market. No other company can match Topps’ lasting legacy that spans generations of baseball fans and memorabilia enthusiasts.
