Baseball Cards in Appleton, WI: A Rich History of the National Pastime
The city of Appleton, Wisconsin has a long and rich history with America’s favorite pastime of baseball. Located along the Fox River in east central Wisconsin, Appleton was founded in 1853 and developed into an industrial center during the late 19th century. As the game of baseball grew in popularity across the United States during this time period, it also took root in Appleton. Local amateur and semi-pro baseball teams formed and began playing games in the area in the late 1800s.
Baseball card collecting first emerged in the late 1880s as a way for cigarette and candy companies to include premiums or incentives for children to purchase their products. The earliest baseball cards depicted individual players from major league teams on small pieces of cardboard or thick paper. As baseball grew into America’s national sport during the early 20th century, so too did the popularity of collecting baseball cards. Kids in Appleton eagerly sought out the newest baseball cards to add to their collections, trade with friends, and display in their bicycles’ spokes.
One of the first organized minor league baseball teams to call Appleton home was the Appleton Papermakers, who played from 1906-1950 in the Wisconsin State League and later the Midwest League. Local baseball fans eagerly followed the Papermakers and would purchase packs of baseball cards hoping to find cards of their favorite Appleton players. Some of the all-time greats like Earl Averill and Dick Groat had early minor league stops with the Papermakers before going on to major league stardom. Their baseball cards from their Appleton days remain highly collectible for locals to this day.
Throughout the 1930s-1950s, the heyday of tobacco baseball cards, kids in Appleton spent hot summer days riding their bikes around town, playing sandlot baseball games, and trading or selling duplicates from their baseball card collections. The local drug stores and five-and-dime stores stocked packs of cards from brands like Goudey, Topps, and Bowman. On weekends, many Appleton families would pack picnic lunches and head to Goodland Field downtown to watch the Papermakers battle visiting minor league foes, with the kids hoping for post-game autographs from their cardboard heroes.
In the post-World War 2 era, Appleton saw a boom in population as the paper, plastics, and electronics industries flourished. More youth took up the game of baseball on sandlots and Little League fields around town. The rise of television also helped spread the popularity of major league baseball across the nation. Throughout the 1950s, Topps dominated the baseball card market and kids traded the annual Topps sets eagerly on school playgrounds and street corners in Appleton. Historic rookie cards like Mickey Mantle’s 1952 were highly coveted finds in local collections.
The Appleton Papermakers continued entertaining fans at Goodland Field through 1950 before folding due to economic pressures. Baseball’s popularity in the area only continued to grow. In the 1960s, Topps introduced the first modern design baseball cards with vibrant color photos on the front. Kids flocked to local drug stores, hobby shops, and card shows springing up around Appleton to stock up on packs, boxes, and new sets from the likes of Topps, Fleer, and Donruss.
In 1968, the minor league Appleton Foxes were established, returning professional baseball to Goodland Park and fueling renewed interest among collectors. Local card shops like The Sports Collector, Pop’s Sportscards, and Dale’s Sportscards opened to cater to the booming hobby. Throughout the 1970s, regional card shows in Appleton, Oshkosh, and Green Bay drew hundreds of collectors from around Wisconsin looking to buy, sell, and trade with their contemporaries. The rise of specialty sports memorabilia stores also allowed collectors to amass complete vintage and modern sets.
By the 1980s, Appleton had emerged as a regional hotbed for baseball card collecting. The introduction of high-value rookie cards like Cal Ripken Jr.’s 1981 helped drive speculation and investment. Local card shops stayed busy hosting tournaments, break-in sessions of unopened wax packs, and special signings from former Appleton Foxes players passing through. The 1990s saw unprecedented growth, as collectors sought out rare vintage cardboard and investors drove prices of star rookie cards like Ken Griffey Jr. into the stratosphere.
Today, Appleton remains a hub for baseball card collectors and enthusiasts in central Wisconsin. While the Foxes franchise moved in 2003, their legacy lives on through the cards and memories of generations of Appleton fans. Local card shops like Dale’s Sportscards have become institutions, carrying on the tradition started decades ago. The Appleton North and East high schools consistently field competitive baseball teams, cultivating new generations of players and collectors. Regional and national card shows still attract collectors from Appleton and beyond looking to buy, sell, and admire the history captured on pieces of cardboard from over a century ago. The rich baseball card collecting heritage of Appleton, WI lives on.
