In 1962, Kmart celebrated its 20th Anniversary by including special commemorative baseball cards as inserts in Cracker Jack boxes sold in its stores. These unusual promotional inserts have become quite collectible since then.
Kmart was founded in 1962 by Sebastian S. Kresge as part of the Kresge-Newport chain. To celebrate two successful decades in business, Kmart partnered with Frito-Lay, the parent company of Cracker Jack, to include unique baseball cards highlighting the history of the game in snack boxes sold exclusively at Kmart locations.
The 1962 Kmart 20th Anniversary baseball card set contained 24 cards featuring famous players, memorable moments, and historic statistics from the first 50 years of Major League Baseball. Some of the players and milestones featured on the cards included Babe Ruth’s 60 home runs in 1927, Ty Cobb’s career batting average of .366, and legendary players like Cy Young, Honus Wagner and Josh Gibson.
The front of each card contained a black and white photograph related to the player or event being commemorated, along with a descriptive caption. The back of the card listed more details and statistics about the subject. The set was categorized into four different periods – 1900 to 1909, 1910 to 1919, 1920 to 1929, and 1930 to 1950. Each card measured approximately 2 1/2 inches by 3 1/2 inches, slightly larger than modern baseball cards.
The cards had no manufacturer information, but were clearly part of the Kmart 20th Anniversary promotion through inclusion in Cracker Jack boxes solely at Kmart stores. They differed from standard Cracker Jack prizes of the time which were usually small toys or trinkets. The unique nature and relatively low distribution of the baseball cards made them quite rare.
For many years these special issue cards were largely ignored by collectors since they lacked information connecting them to a specific trading card company like Topps or Bowman. They also had no assigned player statistics on the front like modern sets. As the promotional history of Kmart and Cracker Jack was uncovered, collectors began to appreciate the historical significance of the cards.
In the early 2000s, price guide services like Beckett began assigning nominal values to the 1962 Kmart cards. In 2011, Heritage Auctions sold a complete near-mint set for $1,200, establishing them as a desirable and valuable vintage issue. Today mint condition examples of individual cards can sell for $75-$150 depending on condition and subject portrayal. A complete set in top grade could command over $2,000.
Certain cards featuring especially notable players like Babe Ruth, a perfect game from 1956 or the first World Series game have sold for over $300 individually. Cards portraying groundbreaking African American players like Josh Gibson who were denied the chance to play in the major leagues also seem to attract premium prices. Overall demand has steadily increased as more collectors seek out unique and obscure vintage baseball memorabilia.
Experts agree the relatively small original print run of the 1962 Kmart 20th Anniversary baseball cards compared to the widespread distribution of modern sets has ensured their scarcity and collector appeal over the decades. The unknown original quantity printed makes it difficult to precisely gauge rarity levels. But most surviving examples show accumulation of age and use, increasing the difficulty in finding high grade specimens.
Going forward it seems likely values will continue climbing moderately as new collectors learn of these unusual vintage issues. Key factors influencing prices include condition, subject matter popularity, and continued scarcity as lower grade examples are lost or destroyed over time. Prices could spike dramatically for super high end mint specimens if a complete pristine set becomes available on the auction market.
The 1962 Kmart 20th Anniversary baseball card set has developed a significant following among collectors seeking unique and obscure vintage issues. Their connection to the early history of Kmart, involvement of famous brands like Cracker Jack and Frito-Lay, and portrayal of milestone MLB moments and players ensure ongoing collector interest and steady price appreciation over time. With relatively few surviving examples still available today, these rare promotional inserts remain a worthwhile addition for advanced vintage baseball card collections.
