The 1970s was an iconic decade for baseball cards. Following the surge in popularity that baseball cards experienced in the late 1960s, the 1970s saw the hobby reach new heights. Several notable developments and trends emerged during this decade that shaped the baseball card collecting landscape for generations to come.
At the start of the 1970s, the main producers of baseball cards were Topps, Fleer, and Kellogg’s. Topps had dominated the market since the 1950s and was still the undisputed industry leader. However, Fleer began issuing competitive sets in 1964 and was gaining ground. In 1971, Fleer produced its most acclaimed and valuable set to date. The “Fleer tradition” set showcased players’ faces in color for the first time. These innovative cards are highly sought after by collectors today.
In 1972, Kellogg’s entered the baseball card market with its “3-D” baseball card sets inserted in cereal boxes. These thick cardboard cards featured raised 3D images and were a huge hit with kids. Kellogg’s 3-D sets from 1972-1974 are still popular with collectors for their novel design and player selection. The same year, Topps issued its first design change in over a decade with the introduction of action player photos instead of portraits.
A major development occurred in 1973 when the Major League Baseball Players Association was formed. For the first time, players had collective bargaining rights regarding the use of their names and images on trading cards. This allowed for significantly higher royalties to players and more restrictive licensing deals between card manufacturers and MLB/MLBPA. Card production costs increased as a result.
In 1974, Topps lost its monopoly when the United States Court of Appeals ruled that its exclusive agreement with MLB was invalid. This opened the door for new competitors. In 1975, Donruss debuted as the first competitor to Topps in over a decade. Donruss cards had a more modern and colorful design compared to Topps. Their rookie cards of future Hall of Famers like George Brett are highly valued today.
1976 was a banner year for new baseball card companies. Along with Donruss for their second year, newcomers like Fleer, Kellogg’s, and SSPC joined the annual card race. This marked the first time multiple card manufacturers produced cards in the same year with licenses from MLB. The increased competition led to innovative designs, player bonuses, and more aggressive marketing from all companies.
In 1977, Topps regained some ground by signing an exclusive agreement with the MLBPA, barring other companies from using active major leaguers’ names or stats on cards for that year. Their rivals had to resort to creative workarounds like Ken Griffey Sr. instead of Jr. The era of the modern baseball card industry was now in full swing.
Throughout the late 1970s, the popularity of baseball cards reached a fever pitch. Speculation and investment replaced simple childhood collecting for many as the speculative bubble began to form. The 1979 Topps set is one of the most iconic of all time due to the inclusion of stars like Willie Stargell in their last season.
By the end of the 1970s, the baseball card market was big business. While the overproduction of the early 1980s would lead to a bust, the decade of the 1970s established baseball cards as both a beloved hobby and a speculative investment opportunity. The innovative designs, competitive manufacturers, and emerging star players of the 1970s forged baseball cards into the iconic American pastime they remain today.
