The E120 era of baseball cards spanned from 1933 to 1936 and marked a transition period between the tobacco cards of the early 20th century and the modern gum and candy cards that would emerge in the late 1930s. Produced by the E120 Candy Company, these cardboard collectibles introduced several innovations that helped pave the way for the golden age of baseball cards.
E120 obtained the rights to produce cards featuring current major league players after the American Tobacco Company ceased its famous T206 tobacco card series in 1913. With no other major competitor in the baseball card market at the time, E120 had free reign over the hobby for nearly a decade. They produced cards in small sets inserted randomly into E120 branded candy such as gumdrops, licorice, and hard candies. The small cardboard pieces measured approximately 2.5 inches by 3.5 inches, slightly larger than tobacco cards but smaller than modern cards.
On the front of each E120 card was a black and white photo of a ballplayer in uniform. Turning the card over revealed player statistics and career highlights. A notable addition was the inclusion of the player’s current team, differentiating these cards from older tobacco issues that did not specify affiliations since rosters changed frequently. Gum company competitors in later years would standardize the front image size and statistical format on the reverse that E120 helped establish.
Some of the most notable stars of the day who appeared in E120 sets included Babe Ruth, Lou Gehrig, Jimmie Foxx, and Dizzy Dean. The rarity of these players’ E120 cards makes them highly valuable to collectors today. In contrast to the mass-produced modern issues, E120 print runs were small with only a few hundred or few thousand cards made of any given player. Surviving examples in top condition can sell for thousands of dollars.
In addition to individual player cards, E120 also produced team sets featuring every member of a club. The 1932 New York Yankees team set highlighting the Murderers’ Row lineup is one of the most coveted in the hobby. E120 even issued World Series cards after 1931, 1932, and 1933, a precursor to modern playoff specials. These were produced in much lower numbers than standard player cards and have increased greatly in collector demand.
While the E120 era saw the introduction of many now-standard baseball card conventions, it also had its share of oddball oddities. Some cards did not feature photos at all, instead using illustrated portraits or headshots composite images with multiple players. Error cards also occurred due to name mix-ups or stat misprints. The scarcity of these anomalous issues causes them to stand out among vintage collections.
As baseball cards became more popular in the mid-1930s, E120 faced new competition. Gum giant Topps entered the market in 1938 and quickly came to dominate with its innovative design of photograph-adorned cards enclosed in bubble gum packs. The final E120 baseball issue was believed to be released in 1936 before the company exited the hobby. Card historians have since uncovered evidence of a small late-1930s E120 set overshadowed by Topps’ surge in distribution.
While short-lived compared to tobacco and gum era brands, E120 left an indelible mark on the evolution of baseball cards. Their innovation established key visual and statistical conventions still used today. The rarity and historical significance of E120 issues makes them highly prized by vintage collectors. Even in well-worn condition, an E120 card from Babe Ruth or Lou Gehrig’s early Yankees career can still fetch four figures at auction. Over 80 years later, these early 20th century collectibles continue introducing new generations to the nostalgic hobby and colorful history of America’s pastime.
