For over a century now, Topps has been a household name within the baseball card industry as the leading producer of these coveted collectibles. Founded in 1938 by the Shorin family in Brooklyn, New York, Topps Chewing Gum Inc. launched its first run of original baseball cards in 1951 and would eventually come to dominate the sports and non-sports trading card market for generations.
At first Topps had to compete with other early card companies like Bowman and Fleer for licensing deals with Major League Baseball clubs and players. By the mid 1950s Topps had secured exclusive rights from both the MLB and MLB Players Association, giving it free reign over the baseball card category for decades to come. Some key factors that helped Topps become the longtime king of baseball cards included aggressive marketing campaigns, innovative card designs, and offering financial incentives directly to players to sign with just their company.
Throughout the 1950s and 1960s, Topps released iconic baseball sets on an annual basis that are still highly collectible and valuable today. Sets like 1952 Topps, 1956 Topps, 1959 Topps, and even the 1967 Topps set featuring the “Baseball’s Dream Season” design are considered classics by collectors. These early Topps issues documented the careers of legends like Mickey Mantle, Willie Mays, Hank Aaron, and more during MLB’s Golden Age.
A savvy businessman, Topps founder Shorin recognized the popularity player autograph cards could offer fans and collectors. Beginning in 1957, Topps pioneered the inclusion of these autographed or signature cards within its flagship baseball sets. Legendary rookie cards for sluggers like Willie McCovey and Vada Pinson were among the earliest autographed inserts coveted by fans. This increased desirability of autographed content helped drive up sales and interest in Topps as the premium brand.
During the 1970s, Topps continued to put out popular traditional card issues as the MLB partner while also getting creative. Glossy photo cards, oddball promotions like 3D Cards, and expanding into other sports all contributed to sustained growth. Perhaps the most famous non-baseball Topps product though was Wacky Packages parody trading cards, appealing to collectors both young and old with their satirical takes on famous brands.
As the 1980s rolled around, Topps faced renewed competition once again as new companies Donruss and Fleer gained MLB licenses. The ensuing “Card Wars” saw all three firms release more innovative, risk-taking sets to attract customers. Despite these challengers, Topps remained dominant thanks to steadfast collector loyalty built up over prior decades and the value of its extensive established archives. The 1980s also saw Topps issue the first ever baseball card bubble gum less products.
In the 1990s, Upper Deck emerged as the first true threat to finally unseat Topps from its longtime baseball throne. With technology advancing, companies could now feature stunning photography on cards. Upper Deck lured fans with flashy rookies, premium parallels, and autograph products stealing market share. By the late 90s though, the baseball card industry suffered an abrupt crash that sent shockwaves through the collecting world. Topps navigated these turbulent times by doubling down on nostalgia and heritage aspects.
In the 2000s, Topps Streamlined its baseball portfolio but retained the MLB license while focusing on nostalgic reprints and high-end autograph cards. By 2010, The Major League Baseball Properties acquired the exclusive sports trading card and sticker license from Topps. This marked the end of Topps’ six-decade monopoly over the baseball card market. However, Topps still produces baseball cards today under this new license deal, carrying on the tradition while facing rising digital competition for collectors’ dollars.
No company can match the sheer history, legacy, and impact Topps has had within the baseball card industry and pop culture over 80+ years. Whether it was those classic designs of yesteryear, innovation that advanced the hobby, or simply being synonymous with America’s favorite pastime for generations – Topps is etched permanently into the DNA of baseball cards. While its reign atop the category has ended, Topps remains one of the most trusted and cherished brands in the collecting world. Its cards continue to bring back memories and transport fans of all ages back to simpler times at the local candy store searching through wax packs. For that reason alone, Topps will live on forever as the longtime king and pioneer of baseball cards.
