The 1970s was a transformative decade for baseball cards. As the 1970 season began, the sport was still recovering popularity lost during the player strike of 1972. Several factors would emerge that helped reinvigorate interest in the hobby of collecting baseball cards from the 1970s.
Topps remained the dominant force in baseball cards through the early 1970s. They held the exclusive license to produce cards featuring active major league players. In 1970, Topps released their standard red, white and blue design featuring 660 total cards in the set. Notable rookies included Hall of Famers Johnny Bench and Joe Morgan. The design was similar to the late 1960s with white borders and team logos at the bottom. The 1970 Topps set would become one of the most iconic of the decade.
The baseball card market was about to undergo major changes. In 1971, Topps lost their monopoly when Fleer was granted a license to produce cards as well. This was a landmark moment as it introduced competition that would drive innovation. Fleer’s 1971 set featured a photo of each player in color on a white background, a radical change from the team designs of Topps. The Fleer set included only 132 cards but captured the attention of collectors.
In response, Topps launched their own photo-centered set in 1972, the first true “modern” design. They also increased production, with 702 total cards. But the competition and increased output were short-lived. That year, major league players went on strike over pension benefits in June. The strike lasted through the rest of the season and canceled the League Championship Series and World Series. With no active season to memorialize, Topps and Fleer only produced short sets that year with around 100 cards each focusing on past stars rather than current players.
The player strike had damaged interest in baseball across the country. But in 1973, the sport began to recover lost ground. Topps led the way with a massive 714 card set that included the first traded players in team uniforms. Fleer also expanded to a full 400 card checklist. The competition between the two companies helped drive new innovations as well. Topps introduced their first “traded” subset showing players in their new uniforms after being dealt. Fleer countered with the first “fielding” subset highlighting defensive plays.
In 1974, the baseball card market truly took off. Both Topps and Fleer issued mammoth sets. Topps produced a record 711 cards while Fleer expanded to a then-unheard of 600 cards. The increased output required new photography and included the first true “action” shots of players. Topps also introduced the first “star cards” paralleling the increase in player salaries. Meanwhile, smaller competitors like Kellogg’s and Red Man attempted to enter the market but failed to gain traction.
The baseball boom continued into 1975. Topps issued their standard 702 card set while Fleer produced another 600 card checklist. But a new competitor emerged that would change the industry forever – Ted Turner’s Goodtimes Production began issuing cards under the Captain Kangaroo label. Their colorful, cartoonish designs attracted younger collectors. Other companies like Bazooka and Donruss also entered the crowded marketplace.
In 1976, the baseball card market was saturated with over a half dozen manufacturers all vying for collectors. Topps maintained their lead with a 704 card flagship set. But Fleer innovated by introducing the first “team” cards showing entire squads. Goodtimes continued their kid-friendly designs. Meanwhile, smaller brands like Kellogg’s, Red Man, Topps Traded and OPC attempted to compete. The sheer volume of sets confused many collectors and likely contributed to an industry crash.
By 1977, the bubble began to burst. Topps cut back to only 528 cards that year while Fleer reduced to just 400. Goodtimes and OPC disappeared, unable to sustain in the crowded market. Only Topps, Fleer and new entrant Donruss survived. They focused on streamlined checklists and new photography. The following years saw further consolidation. By 1979, Topps was the lone producer of a full season set with 596 cards as the decade drew to a close. Fleer and Donruss issued shorter, specialty subsets.
The 1970s was a pivotal decade that transformed baseball cards from a niche hobby into a multimillion-dollar industry. Competition drove innovation in design and photography that advanced the hobby. While an oversaturation led to a market crash by the late 1970s, the foundations were established for today’s sports card business. Iconic 1970s sets like Topps and the rise of stars like Bench and Morgan ensured the decade’s cards remain highly collectible today.
