Baseball cards exploded in popularity in the United States during the 1940s as the hobby gained widespread interest during World War II. Several key developments in the baseball card industry occurred during this pivotal decade that helped establish them as a mainstream collectible.
At the start of the 1940s, the main producers of baseball cards were the American Caramel Company and Goudey Gum Company. Both included cards in their gum and candy products as incentives to purchase them. The onset of World War II rationing severely limited the use of tin foil, paper, and other materials needed to package cards. This caused American Caramel and other smaller companies to cease production of cards by 1942.
Goudey was able to continue limited production through 1942 by using thinner card stock and fewer cards per package. Their 1942 set is one of the most coveted in the hobby due to the wartime scarcity. Only about 1.5 million packs were produced containing 81 total cards, compared to over 5 million packs for their 1933 set. The rarity of the 1942 Goudey cards like Joe DiMaggio and Ted Williams have made them highly valuable today.
As the U.S. entered the war in late 1941, the baseball card hobby faced an uncertain future. Production was able to resume in 1944 when Bowman Sales Inc. received paper and gum rationing allowances to include cards with their gum. They launched the highly successful postwar Bowman set featuring players from the American and National Leagues. Over 20 million packs were sold containing 24 cards each.
Bowman’s reintroduction of baseball cards helped fuel renewed interest in collecting during the war years. With many American men overseas, the cards provided an affordable pastime that could be enjoyed by families and children stateside. They served as a welcome distraction and connection to national pastimes like baseball. This helped establish card collecting as a mainstream American hobby, especially among the growing youth demographic.
In 1948, Bowman lost the exclusive rights to produce cards and new competitors entered the market. Topps Chewing Gum, Inc. launched their highly innovative and designed set which featured larger 2 1/2″ x 3 1/2″ cards with color photos on the front. This was a major upgrade from the simple black and white designs of previous decades. Topps’ colorful, high quality cards were an immediate success and they sold over 50 million packs that year, outselling Bowman.
Two other short-lived but notable sets were also released in 1948. The Leaf Candy Company issued a 106 card set featuring both the American and National Leagues. In a pioneering move, Leaf’s cards had extended statistical information and career highlights printed on the back in addition to a picture on the front. The other 1948 entry was Red Man Tobacco’s 72 card set, the only tobacco card issue of the decade.
By the late 1940s, the baseball card market had been completely transformed from just a few years prior during the scarce war years. Production was booming again with multiple companies competing annually. Innovations like color photos, extended stats, and large card sizes helped capture the imaginations of a new generation of young collectors. This set the stage for cards to become one of the most popular sports and entertainment collectibles of the 20th century.
The 1940s decade was truly pivotal in establishing baseball cards as a mainstream hobby. Wartime scarcity gave way to a booming postwar market. Innovations in design drew in new collectors beyond the previous generation. By the end of the 1940s, the baseball card industry had matured into a major part of the burgeoning youth culture and collectibles market in America. The rarity and historical significance of 1940s cards make them highly prized by vintage collectors to this day. The foundation was laid during this transformative decade for cards to become a multi-billion dollar business and beloved pastime for decades to come.
