Topps was founded in 1938 and began producing gum and candy in Brooklyn, New York. They began making baseball cards in 1951, using the relatively new format of the modern cardboard sticker card. Their iconic baseball card designs from the 1950s and 1960s helped fuel America’s baseball card collecting craze during that era. Some of their most famous early series included 1955 Topps, 1968 Topps, and the iconic 1973 Topps set featuring the design known as the “Amos Otis photo variation”. Topps maintained their leadership position as the maker of the “official” MLB baseball card throughout the mid-late 20th century.
Today, Topps is still headquartered in New York City and remains a family-owned business, now led by fourth-generation Topps executive Michael Eisner. While the gum and candy side of the business was spun off in the 1980s, Topps’ core focus now lies with their sports and entertainment collectibles division. They hold licensing contracts with MLB, NFL, UFC, Star Wars, Disney, Pokemon and many others to produce multi-million unit sets each year. Topps baseball cards specifically account for a significant portion of the company’s ongoing annual revenues.
Topps employs state-of-the-art printing technology at their factory in Dover, Kentucky which handles design, production, quality control and worldwide distribution. For baseball cards, Topps works closely each offseason with every MLB team and player agents to secure photo shoots, stats and biography blurbs to fully stock each new seasonal release. Their extensive MLBPA license allows them to use virtually any active player’s name and likeness across card variations, autographs and memorabilia products. They regularly produce around 700+ card baseball rookies in each year’s opening day set alone.
In addition to traditional trading cards and inserts, Topps offers in-depth subsets highlighting All-Stars, award winners, rookie sensations and milestone performers each year. They also market many parallel and premium versions signed by stars. Perhaps most notably, Topps is responsible for the iconic Topps Project 70 project that in 2021-2022 will feature cards depicting each living Hall of Famer in honor of Cooperstown’s platinum anniversary. Beyond physical cards, Topps has also pioneered digital expansions like Topps BUNT and other apps allowing fans to collect and build teams virtually. Their branded memorabilia division likewise sells signed baseballs, jerseys and more featuring current players.
Despite competition from Upper Deck, Panini and others in collectibles, Topps has remained the steady industry leader through the decades thanks to their exclusive MLB connection, massive distribution platform and tradition of innovative new products. With legions of collectors still seeking out their classic designs and an expected wave of new fans entering the hobby, Topps figures to remain a dominant force as they head toward their centennial producing America’s pastime on cardboard for future generations to enjoy. Their dedication to quality, exclusive licensed content and evolution with trends ensures Topps baseball cards will likely be collected and cherished for many years to come.
