Topps has been the dominant force in MLB baseball cards since the modern era of the collectible began in the 1950s. The Brooklyn-based company was not the first producer of baseball cards, but their creative marketing strategies and deals with MLB players helped transform cards from a niche hobby into a mainstream pastime enjoyed by millions.
The earliest baseball cards date back to the late 1880s when cigarette and tobacco companies included miniature photos of ballplayers in their packs as a promotional method. It wasn’t until the post World War II years that baseball cards truly caught on as collectibles in their own right. Bowman Gum led the way in 1948 by focusing entirely on cards rather than coupling them with gum or tobacco. Their early sets helped revive interest in card collecting amongst returning veterans.
In 1950, Topps entered the fray and quickly distinguished itself from competitors. One of their innovations was color photos on cards starting in 1951, when most other brands still used black and whites. Topps also had a more organized release schedule with complete sets available all at once rather than random inserts over time. Perhaps most importantly, Topps secured exclusive contracts starting in 1956 that prevented any other company from using images of current MLB stars. This gave them domination over the high-demand modern player market that remains part of their business model today.
Some of the most iconic Topps cards came from the 1950s. Mickey Mantle’s rookie card from 1952 is one of the holiest grails for collectors. The Hank Aaron rookie from 1954 and Willie Mays’ card the same year are other hugely valuable classics. This period saw Topps cement itself as the must-have brand for following the latest big league seasons and rosters. Innovations like the 1961 PosterSet, 1964 MiniCards, and 1967 Super cards pushed the artistic boundaries as well.
The 1960s were the golden age of baseball card popularity in the postwar peak of the sports culture. Topps released complete sets nearly every year along with various special subsets. Promotions like the 1969 Bazooka bubble gum contest encouraged kids to collect and trade. Some epic rookies debuted like Reggie Jackson in 1967. Icons like Babe Ruth received tribute cards decades after retiring. Topps also expanded to manufacture NFL and NHL cards to cover multiple sports leagues.
In the 1970s, competition briefly emerged as Fleer began issuing their own attractive and innovative MLB products. But Topps regained exclusivity in 1981 and remained the sole producer until fruitful lawsuits against MLB in the 1990s opened the door for brands like Upper Deck. Still, Topps continued modernizing with oddball sets, ongoing retired star tributes, and multi-tiered insert sets within annual releases. Iconic “Traded” and “Record Breakers” subsets became fan favorites.
The 1980s introduced ultra-rare Tiffany parallels, oddball offerings like Bazooka box sets, and higher end “Topps Traded” releases. The 1986 set stands out for memorable rookie cards of Mark McGwire, Barry Bonds, and Ken Griffey Jr. The ‘87 set contained an unprecedented 792 cards. In the ‘90s, inserts became a crucial part of the modern collecting experience with inserts saluting milestones, All-Star Games, and more. Iconic stars of the era like Cal Ripken Jr. and Derek Jeter further boosted the brand.
In the 2000s, exclusive MLBPA licenses kept Topps out of direct card competition until Upper Deck rejoined the fray in 2009. Memorabilia and autograph cards became hugely sought after “hits.” Topps Finest stood alone as the premier high-end product. The brand remained a constant through internet boom/bust and began emphasizing interactivity through social media and online releases. Holiday sets and special subsets within core releases delivered surprises for dedicated collectors.
Today, Topps remains ahead of trends through opportunities like exclusive Bowman draft picks, Project 2020 limited innovation releases, and partnerships with MLB flagship programs. Their 2021 Transcendent Carmichael collection set records for individual card prices. Apps and online platforms like Topps Bunt keep the experience modern for digital natives. With almost 70 years of history defining the MLB card collecting experience, Topps remains the gold standard as interest in the hobby continues booming amongst new generations of fans.
