Kellogg’s 3D Baseball Card Promotion of 1979
In 1979, Kellogg’s cereal launched an innovative baseball card promotion that truly captured the imagination of young baseball fans across America. By including special lenticular 3D baseball cards in specially marked boxes of Kellogg’s cereal, the company introduced an entirely new collectible experience that brought the players literally off the card and into three dimensions. For kids of the late 1970s and early 1980s, these 3D baseball cards represented the pinnacle of baseball card technology and collecting excitement at the time.
The lenticular technology that enabled the 3D effect was still quite new, with the concept first introduced outside of cereal boxes on trading cards promoting the 1968 Summer Olympics. However, Kellogg’s was the first to utilize this technology at scale within the booming baseball card market. Starting in March 1979 and running through that summer, Kellogg’s embedded special lenticular strips on 3D cards featuring over 50 Major League Baseball stars, including superstars like Reggie Jackson, Nolan Ryan, and Johnny Bench.
When viewed from side to side, the lenticular images appeared to take on a three-dimensional pop. Most cards portrayed the player from the chest up in action, such as taking a swing or winding up a pitch. The effect was achieved through a type of lenticular lens embedded in thin plastic strips bonded to the card. By printing dual offset images behind these lenses, and placing the lenses close together, the illusion of depth and movement is created when the card is tilted or turned from side to side due to the lenses selectively revealing one image or the other.
The futuristic technological innovation captured kids’ imaginations even more than traditional 2D cards. For collectors, the new 3D cards represented the pinnacle of what a baseball card could be. Finding one inside a cereal box was an exciting surprise. While inclusion rates were generally one 3D card per box on average, some boxes contained multiple extras due to production variations.
Kellogg’s massive marketing push for the promotion included print and TV commercials showcasing the 3D effect. The ads invited kids to “Reach out and grab the action” by collecting the special cards. Baseball card conventions of the time also featured 3D card displays to stimulate interest. Meanwhile, baseball card shops immediately began showcasing completed 3D card sets in plastic display cases for eager collectors to see.
Perhaps most impressively, Kellogg’s produced 3D cards for an immense selection of over 50 MLB stars in just that initial 1979 run. The cards spanned both leagues and all playing positions, ensuring broad appeal nationwide. Legendary players featured included Hank Aaron, Joe DiMaggio, Brooks Robinson, Gaylord Perry, Tom Seaver, and more.
For dedicated collectors aiming to complete a full set, Kellogg’s 3D cards presented a considerable challenge compared to traditional two-dimensional cards. Finding any specific player required eating lots of cereal boxes in hopes of getting lucky. Trading and buying extras from other collectors became very popular ways to fill gaps.
As one of the earliest mainstream lenticular 3D products, the production quality of Kellogg’s cards was quite advanced for the time but not without some flaws. The lenticular lenses had a tendency to peel away from the card over time if not stored carefully. Excess moisture or heat could cause some degradation to the effect. Cards that survived in top condition continued to amaze viewers decades later with their authentic 3D rendering of baseball stars.
By the end of 1979, Kellogg’s cereal promotion had been a rousing success in bringing excitement and a technological wonder to the baseball card collecting hobby. Cards from that initial series remain highly sought after by collectors today in recognition of their importance as one of the pioneering 3D card products. Baseball card conventions and memorabilia shows frequently feature exhibits showcasing the innovation and impact of Kellogg’s 1979 3D baseball card promotion. Even over 40 years later, the cards still bring a smile to those who can remember opening a cereal box as a kid to experience that magical 3D baseball action up close.
