The 1987 Fleer baseball card set was one of the most highly anticipated releases of the late 1980s. Coming on the heels of Topps’ popular 1986 set and Donruss’ entrance into the baseball card market in 1985, Fleer was looking to make a splash with its revamped design and photography. The 1987 set would mark Fleer’s return to producing baseball cards after a decade-long hiatus.
Fleer had previously issued baseball cards from 1956 to 1967 but lost the license to produce cards to Topps in 1971. In the intervening years, Topps had solidified its position as the industry leader while Donruss was gaining steam. Seeking to challenge the duopoly, Fleer re-entered the baseball card market in 1987 with a modernized look that featured vivid colors and cropped action shots of players.
The design elements that set the 1987 Fleer cards apart included a blue and yellow color scheme with each player featured on a light blue background. Names and positions were printed in bold yellow text at the bottom while the Fleer logo appeared prominently in the upper right corner. Close-up portraits replaced the more traditional full body shots seen on other brands. The photography aimed to highlight each athlete’s skills and put fans right in the action.
Distribution of the 1987 Fleer set was also wider than previous years. Whereas Topps and Donruss primarily sold through hobby shops, Fleer secured deals with mass retailers like Kmart, Walmart, and Target. This broad availability helped drive awareness and popularity for the brand among casual collectors. The large retail footprint allowed Fleer to print cards in higher numbers than competitors as well.
Rookies and young stars of the day like Mark McGwire, Barry Bonds, and Greg Maddux were some of the most sought after cards in the 1987 Fleer checklist. Future Hall of Famers like Nolan Ryan, Wade Boggs, and Tony Gwynn also appeared prominently. The design accentuated each player’s skills through tight close-ups and dynamic action poses that captured them in the midst of a swing, throw, or other baseball maneuver.
One of the standout rookie cards from the 1987 Fleer set was Ken Griffey Jr. As one of the most hyped prospects in baseball history, Griffey’s card attracted immense interest from the hobby. His smooth left-handed swing and effortless athleticism were on full display in his rookie card photo. While Griffey wouldn’t reach superstardom until later in his career with the Seattle Mariners, his 1987 Fleer RC is among the most iconic and valuable in the entire set today. PSA 10 Gem Mint examples routinely sell for well over $10,000.
Other notable rookies included Mark Grace, Gregg Olson, and Bobby Thigpen. Fleer also included Update and Traded sets to account for players who were traded or called up throughout the season. These supplemental releases added even more to the overall checklist. The Update set was particularly coveted by collectors looking to get cards of players who made their debut later in 1987.
Beyond the photography and design, the 1987 Fleer set also introduced innovations in production quality that set a new standard. Each card was printed on thicker, higher grade stock paper that made them feel premium in the hand. Sharp registration and vivid colors resulted in images that really popped compared to earlier card issues. The attention to these details demonstrated Fleer’s commitment to advancing the visual experience for collectors.
When all was said and done, the 1987 Fleer baseball card set was a resounding success that helped the brand gain significant market share. Its estimated print run was around 400 million cards, making individual common cards readily available even today. While the glut of production depressed initial values, the vibrant photography and iconic rookie cards of future Hall of Famers like Griffey have kept 1987 Fleer among the most revered issues in the hobby. The positive reception also paved the way for Fleer to remain a long-term competitor in the baseball card industry.
In the decades since, the 1987 Fleer set has taken on an almost mythical status. While the sheer numbers printed kept individual cards relatively affordable, the perfect storm of design, rookies, and retail availability captured the imagination of a generation of collectors. For many, those bright blue backgrounds and action shots were their first exposure to the hobby. Even now, the 1987 Fleer cards remain a touchstone release that defined late 80s baseball cards and helped shape the modern collecting landscape.
