The Fleer Corporation was a pioneer in the collectible baseball card industry. Founded in Baltimore, Maryland in 1893 by brothers Frank and William Fleer, the company originally produced bubble gum and children’s toys before expanding into sports cards in 1981. Their foray into baseball cards ignited a revolution that changed the nature of card collecting forever.
Prior to Fleer’s entrance onto the scene, the Topps Chewing Gum Company had long dominated the baseball card market and held exclusive licenses with Major League Baseball. In the early 1980s, Fleer challenged Topps’ monopoly by producing their own line of cards without a MLB license. This sparked the first serious competition Topps had seen, kicking off what became known as the “Fleer tradition.”
Despite not having an “official” status, Fleer managed to sign deals with many individual teams and players to use their names and likenesses on cards. This loophole allowed them to create sets that featured current major leaguers, something Topps cards had monopolized for decades. Fleer’s 1981 and 1982 sets were a massive success, selling over 100 million packs each year. They quickly gained popularity among collectors tired of only having one brand as an option.
The 1982 Fleer set in particular marked a significant shift. Not only did it feature a long list of star players past and present, but it also introduced innovative photography, fun action shots rather than dated posed portraits. The slick modern design aesthetic caught on and influenced the entire baseball card industry going forward. It forced Topps to up their creative game and take more risks with card designs to stay competitive. This period of the early 1980s truly kickstarted baseball cards as a serious commercial enterprise and pop culture phenomenon.
While Topps retained the official MLB license, Fleer persevered and continued producing popular sets through clever legal maneuvering. In 1987, they gained entry into the National Baseball Hall of Fame and secured the ability to use team logos, another first for a brand other than Topps. By the late 1980s, Fleer had become the clear number two brand behind only Topps in terms of sales and popularity. They maintained that status through the sports card boom years of the late 80s/early 90s.
Some iconic Fleer baseball card releases include the aforementioned groundbreaking 1982 set, the innovative “canvas” textured 1986 set, and the ultra-rare 1988 Traded set which featured stars on their new teams. The company also pioneered insert sets spotlighting special seasons or talents starting in 1984. Fleer produced the inaugural rookie cards of legends like Ken Griffey Jr., Cal Ripken Jr., and Mark McGwire to massive fanfare. Their dominance continued into the 1990s despite increased competition from brands like Upper Deck.
The oversaturation of the baseball card market in the mid-90s led to a fatal loss of value. With so many sets and inserts flooding the market each year, individual cards became nearly worthless. This “bubble burst” spelled doom for many manufacturers. Fleer was acquired by Skybox International in 1992, then later by Playmates Toys. They ceased baseball card production after the 2000 season. While Fleer is no longer an independent entity, their groundbreaking early 80s sets kickstarted a renaissance and remain some of the most coveted and iconic in the history of the hobby.
Without Fleer’s bold decision to challenge Topps’ stronghold, the entire collecting landscape may have remained stagnant. They brought exciting visual styles, new technologies, rare insert cards, and above all legitimate competition to an insular market. This sparked higher production values, more innovative ideas, and greater selection for fans everywhere. Fleer ensured baseball cards would evolve into a truly mainstream commercial force. Even after leaving the industry, their pioneering “Fleer tradition” sets from the early 80s continue to influence collectors and shape card designs today. The baseball card revolution they started transformed the entire sports memorabilia industry.
