The Topps Company is one of the most iconic brands in the baseball card industry. Since their inception in 1938, Topps has produced cards featuring players, teams, and memorable moments from Major League Baseball. They helped popularize the modern baseball card and have endured as the dominant force in the market for over 80 years.
Topps got their start in the late 1930s producing “magic photos” – cards with different images on the front and back that would “magically” change when flipped. In 1947, Topps began producing gum-backed cards featuring players from the Brooklyn Dodgers. This new format set the standard that is still used today. Each pack of cards came with a stick of gum, helping Topps dominate the post-WWII bubble gum market.
In the early 1950s, Topps expanded beyond just the Dodgers to feature players from all 16 MLB teams. They also began including statistics and biographical information on the back of each card, helping collectors learn more about their favorite players. Topps cards from this era are some of the most sought after by collectors today due to the stars they featured like Mickey Mantle, Willie Mays, and Jackie Robinson.
The late 1950s saw Topps innovate the design of their cards. In 1957, they introduced the first modern card design that placed a large color photo on the front. This helped make the players come to life more than previous designs. They also began experimenting with different size and shape cards, including their iconic “mini” cards in 1959.
The 1960s were a golden age of Topps baseball cards. They expanded beyond the traditional design to include oddball sets like Bazooka cards, Traded sets, and even non-sport issues like Mars Attacks. Topps also began including rookie cards of future Hall of Famers like Reggie Jackson and Tom Seaver. The late 60s saw the rise of player interviews and hobbies on the back of cards, giving fans a more personal connection to their favorite stars.
In the 1970s, competition arrived as Fleer began producing their own MLB licensed cards in 1981. This led Topps to innovate even further with new photographic techniques, oddball parallel sets, and high-number series. They also began producing annual World Series highlight sets. Topps cards from the 70s capture the colorful uniforms and mustaches of the era. The decade also saw the rise of star cards that would break the $100 barrier like the iconic 1975 Nolan Ryan rookie card.
The 1980s were a boom period for baseball cards as collecting reached new heights of popularity. Topps annual sets grew larger with the inclusion of minor leaguers and managers/coaches. The rise of stars like Ozzie Smith, Wade Boggs, and Roger Clemens brought new collectors to the hobby. Topps introduced ultra-premium sets like Tiffany, Glossy All-Stars, and their high-end Diamond Kings line. The late 80s also saw the introduction of wax packs instead of the traditional gum-backed papers.
In the 1990s, the baseball card market became oversaturated as producers like Upper Deck and Score entered the fray. This led to a speculative bubble that burst in the mid-90s. Topps endured and remained the market leader through this turbulent period. They landed exclusive licenses for the MLB after Pinnacle lost theirs in 1999. Iconic rookie cards were produced for Derek Jeter, Chipper Jones, and Mariano Rivera. Topps Traded and Finest sets became highly coveted by collectors.
The 2000s saw Topps transition to modern production techniques like foil stamps and autographs in nearly every pack. They acquired the exclusive Bowman brand and produced the first cards featuring future stars like Clayton Kershaw, Mike Trout, and Bryce Harper. Parallels and short printed “hits” became more prevalent in their premium sets. In 2007, The Topps Company was sold to former Disney CEO Michael Eisner and private equity firm Tornante for $385 million.
Today, Topps remains the dominant force in the MLB card market under new ownership by Fanatics. They hold licenses for both the MLB and MLBPA. Each year they produce affordable base sets, high-end parallels, and throwback retro designs capturing the nostalgia of their classic 1950s and 1960s designs. Topps also innovates with new technologies, releasing digital and virtual reality baseball cards. Their acquisition of Statcast data has added new statistical elements to their card designs. After over 80 years, Topps baseball cards still hold a special place in the hearts of collectors both young and old.
In summary, Topps helped popularize the modern baseball card beginning in the late 1940s and has endured as the market leader through innovation, licensing, and capturing memorable players and moments from MLB history. Their iconic designs from the 1950s-70s are some of the most coveted by collectors, but Topps continues finding new ways to engage fans today such as digital and VR products. No other brand has had as profound of an impact on the baseball card industry as Topps.
