Introduction
J&J Baseball Cards began in the early 1950s as a small hobby shop in Boston specializing in baseball cards. Over 70 years later, it has grown into one of the largest and most respected collectibles companies in the sports card industry. This article will provide an in-depth look at J&J Baseball Cards, including its history, product lines, key people, and impact on the hobby.
Early History and Growth
Jules and Jerry Berkowitz founded J&J Baseball Cards in 1952 out of a passion for the sport of baseball and collecting its associated memorabilia. They began by selling loose cards to local collectors before gradually stocking full sets and individual high-value cards. Word of mouth helped the small shop gain popularity across New England in the 1950s and 1960s.
In the early 1970s, J&J Baseball Cards saw an opportunity to expand nationally. They began distributing their inventory to hobby shops across the United States through the newly established direct distribution model. This allowed the Burkowitz brothers to keep producing new baseball card sets under the J&J brand while gaining a wider retail presence. Some of their most popular early releases included the 1972 and 1973 J&J Bazooka Baseball bubblegum card sets.
Towards the end of the 1970s, J&J began signing licensing deals with Major League Baseball that allowed for the official use of player names and uniforms on cards. This helped elevate the brand beyond the regional hobby shop level and into national sports card culture. In 1979, they released their highly regarded J&J Archives set which paid tribute to vintage tobacco era cards from the 1910s and 1920s.
Growth Under New Ownership
In the 1980s, Jules and Jerry decided the time was right to sell J&J Baseball Cards to new ownership that could further expand the business. In 1982, entrepreneurs Mark Cubbon and Pat McGraw purchased the company and formed J&J Collectibles Inc. Under their leadership, J&J established itself as a consistent producer of high-quality, innovative sports card products that pushed creativity within the industry.
Some of the landmark J&J card releases from this era include the 1986 and 1987 J&J Diamond Kings sets which featured dazzling full-bleed photography of MLB’s biggest stars. They also began experimenting with card dimensions, substrates, autographs and memorabilia integration that would define modern collecting. J&J’s fan-focused philosophy and meticulous attention to design earned them numerous industry awards and the loyalty of a devoted collector base.
By the late 1980s, J&J had grown into one of the “Big Three” sports card publishers along with Topps and Fleer. They continued to broaden their sports licensing portfolio beyond just MLB to include the NFL, NBA, NHL and college sports. J&J made some key acquisitions as well, such as purchasing the sportscard division of Columbia Pictures in 1986. This added the popular Donruss brand to their portfolio and further expanded production capabilities.
Sustained Success in the Modern Era
When the sports card market crashed in the early 1990s, many manufacturers went out of business due to overproduction. However, J&J Collectibles was able to persevere through prudent management of contracts and inventory. They emerged from the recession as a leaner, morefocused company committed to quality over quantity.
Under continued guidance from Mark Cubbon and Pat McGraw, J&J entered a new era of sustained mainstream success through the 1990s and 2000s. Their MLB licensed sets like Diamond Kings and Archives remained best-sellers while limited parallel releases like Diamond Anniversary gained collector notoriety. J&J also developed new niche products, most notably their ultra-premium MVP Signature Series autograph cards.
In 2000, Craft-Rite merged with J&J to form The Clemente License Corporation which holds exclusive MLB licenses for both entities. This strengthened J&J’s position long-term within the sportscard landscape. They continued to innovate with new technologies as well, pioneering the use of highend substrate materials, inserts, and memorabilia components within their releases.
Modern Day J&J Baseball Cards
Today, J&J Baseball Cards remains a household name for serious sports collectors worldwide. Under third generation leadership from CEO Jillian McGraw-Cubbon, the company has navigated industry changes while holding true to founding principles of quality, integrity and passion for the hobby.
Some of their most popular contemporary sets for MLB and other sports include Diamond Anniversary, Platinum Anniversary, Inception and Immaculate Collection. J&J produces elite parallels and 1/1 unique cards that drive excitement at the high-end of the market. They also maintain traditional lines like Archives Signature Series and Diamond Kings.
Beyond cards, J&J has expanded into authenticated memorabilia with pieces featuring some of the most iconic players in sports history. Their authenticity guarantees and preservation services are top-rated. The company also gives back through numerous charitable endeavors. In addition, J&J today is part of the United Communications Partners portfolio alongside Blowout Cards and Beckett Media.
Conclusion
Over its 70+ year history, J&J Baseball Cards has grown from a small hobby shop into one of the premier brands in the worldwide collectibles industry. Through commitment to quality, innovation, partnerships and philanthropy, they have sustained multiple generations of collectors. J&J is sure to remain a leader as sports cards and the passion of fans continue evolving together far into the future. Their story is a true example of an American dream success built on passion, service and community.
