Baseball cards exploded in popularity in the United States during the 1930s as the relatively new hobby of collecting gained widespread interest across the country. During this transformative decade, baseball card production increased dramatically and numerous iconic sets were issued that feature some of the game’s greatest stars from that era.
In the early 1930s, the two dominant producers of baseball cards were the American Caramel and Goudey Gum Companies. Both companies included baseball cards as incentives in their gum and candy products. The most notable issues from this time include the 1931-33 Diamond Stars sets from American Caramel featuring cards of current players in addition to expired veteran stars. Goudey’s 1933 Goudey Baseball Cards are highly sought after today, known for their vibrant color images and memorable photos of legends like Babe Ruth and Lou Gehrig.
As the 1930s progressed, collectibles became enormously popular across all genres as the Great Depression took hold. With baseball remaining hugely successful as a diversion for many struggling Americans, demand grew for cards showcasing the hits, heroes and hits of players around the major leagues. In 1935, Goudey again issued a set called Goudey Baseball that is considered a pinnacle of vintage cardboard. Featuring 359 cards over its two series, it perfectly captured the stars and personalities that made baseball so compelling during this period.
In addition to Goudey and American Caramel continuing to release sets each year, new competitors joined the baseball card production boom. In 1936, Novelty Manufacturing Company distributed the first Dick Tracy baseball cards featuring comic strip characters mixed with photos of big leaguers. The National Chicle Company issued their 1936 Diamond Stars set including many rookie cards of future Hall of Famers like Joe DiMaggio and Ted Williams that are valued exceptionally today.
1937 was a signature year as three major manufacturers all distributed sets. Goudey’s second-year issue had a wider distribution and featured even more brilliantly-colored images. National Chicle came back strong with their 1937 set containing a mind-boggling run of 400 cards highlighting every team. But most notably, the Topps Chewing Gum Company entered the marketplace that year with a 106 card set that would help launch them to become the king of the industry.
From 1938-1940, National Chicle, Goudey, and Topps continued their annual releases with innovative designs and sharp photography. Stars of the era like Bob Feller, Billy Herman and Hank Greenberg had their notorious home run swings preserved for future generations. Rival manufacturers like Play Ball issued sets as interest soared. But production was hampered by 1940 as wartime shortages of materials like paper impacted baseball cards like many other industries just before America’s entry into World War II.
The 1930s truly established baseball cards as a mainstream fad among kids and collectors alike. Immortal players had their early careers documented in vibrant color for the first time. Iconic sets from this pioneering decade in the hobby like 1933 Goudey, 1935 and 1937 Goudey, and the debut issues from Topps are among the most valuable in the collecting world. The competition and innovation displayed by manufacturers during the Great Depression era laid the foundation for baseball cards to become an institution engrained in American popular culture for generations to come.
