The tradition of including small prizes and novelties inside Cracker Jack popcorn boxes began in 1912 when the F.W. Rueckheim Company, manufacturer of Cracker Jack, decided to include a small gift to add more excitement for children buying the product. Some of the earliest prizes included temporary tattoos, buttons, and other small toys. It was in 1915 that Cracker Jack took the collectibles world by storm with the introduction of its very first set of baseball trading cards.
For decades prior, baseball cards had been included mainly as promotional inserts in tobacco products like cigarettes and chewing gum. However, F.W. Rueckheim saw an opportunity to use the rising popularity of baseball to help sell more boxes of Cracker Jack. In 1915, they worked with the American Caramel Company to produce a series of 48 cards featuring photos of current major league players on the front with baseball trivia or facts on the back. Each box now had a chance to contain one of these coveted cardboard collectibles hidden amongst the popcorn and peanuts.
Kids went crazy searching every box hoping to find rare cards of their favorite stars. The 1915 Cracker Jack set included legends like Walter Johnson, Ty Cobb, and Grover Cleveland Alexander amongst the first true “rookie cards” of Babe Ruth and Eddie Collins. While the photos and production quality were not of the highest standards compared to later years, these early Cracker Jack cards helped drive more sales of the product while also sparking a new nationwide baseball card craze. Their inclusion of active players made collecting and trading much more exciting for young fans.
The success of that first 48-card 1915 issue convinced F.W. Rueckheim to continue the tradition annually. In the following years of 1916-1918, Cracker Jack released new sets totaling over 150 total unique cards. The content and production improved as well. Photos became larger and sharper while the backs featured longer bios and stats. Sets also expanded beyond 48 cards for the first time. Highlights of these early 1910s issues included rookie cards of future Hall of Famers like Rogers Hornsby and Rabbit Maranville.
As the popularity of Cracker Jack baseball cards grew, so too did competition from other companies trying to capitalize. In 1920, F.W. Rueckheim upped the ante by including two cards per box on average instead of just one. This 100-card set from 1920 is now one of the most iconic issues in the entire hobby. Featuring legendary stars like Ty Cobb, Babe Ruth, and Walter Johnson in their prime, in pristine condition these vintage cards can sell for well over $10,000 each.
The roaring 1920s were the true golden age of Cracker Jack cards as F.W. Rueckheim committed heavily to the baseball tie-in promotion. From 1921-1925 they released enormous sets ranging from 248 cards all the way up to an unheard of 397 cards in 1925! Production quality and card size increased even further. Meanwhile, the inclusion of multiple cards per box ensured that nearly every child with a handful of change could start a collection. Rooke cards from this era include legends like Mel Ott, Lefty Grove, and Pie Traynor.
As the decade ended, so too did F.W. Rueckheim’s run of producing Cracker Jack cards. In 1927 they released one final 110 card set before ceding the promotion to another confectionery company called Karroll’s. Karroll’s took over from 1928-1930, continuing the tradition with smaller sets in the 50-100 card range. The Great Depression took its toll and Cracker Jack cards disappeared after 1930 until they made a brief comeback during World War II.
In 1942-1943, Cracker Jack put baseball cards back in boxes to help boost sales and morale on the home front. Two sets totaling 108 cards were released featuring many players who had served or would soon serve in the military. It was a reminder of America’s pastime even as the nation was at war. After 1943, Cracker Jack cards disappeared once more for nearly 30 years as the company focused on cheaper prizes like puzzles and stickers.
Their long absence only added to the nostalgia when in 1985 Topps signed on to produce a special return set exclusively for Cracker Jack. The 100-card 1985 Cracker Jack set was a massive hit, featuring stars like Wade Boggs, Rickey Henderson, and Dwight Gooden. Since then, Cracker Jack and Topps have collaborated on new retro-style card issues roughly every 5 years to much fanfare. Modern highlights include inserts featuring Ichiro Suzuki and Cal Ripken Jr amongst others.
Those original cardboard collectibles hidden in Cracker Jack boxes from 1915-1930 helped fuel the early growth of baseball card mania. Produced by F.W. Rueckheim and later Karroll’s, the vintage Cracker Jack issues laid the foundation for what we now know as the modern sports card industry. Even after long hiatuses, the brand has found ways to stay connected to fans old and new through occasional retro-inspired releases. Few promotions have proven as synonymous with baseball cards as the surprise treats found inside America’s favorite popcorn.
