Project 70 was a government effort by the United States Postal Service from 1969 to 1970 to issue paper currency-sized baseball cards showcasing prominent players of the era. The unusual large-size format of the cards was seen by the USPS as an experimental way to help promote stamp sales and interest in baseball memorabilia collecting at a time when the hobby was really starting to take off in popularity.
The project got its name because the plan was to release 70 different baseball cards over the course of the two year period. Each card would feature a current major league star on the front along with baseball-related imagery, and brief player biographies on the back. What made Project 70 cards particularly unique was their large 7 1⁄4″ x 4 5/8″ dimensions, identical in size to a U.S. dollar bill at the time. This was notably larger than standard Red Man or Topps baseball cards which measured around 2 1⁄2″ by 3 1⁄2″.
The large format was chosen partly because it allowed for more visual interest and stats to be included on the cards compared to the smaller and more common issues of the time. It was also meant to help the cards be instantly eye-catching and stand out on newsstands, bookstores and other retail outlets where they would be sold individually for 10 cents apiece in little plastic sleeves. With their large slick size and uniquely patriotic Americana design aesthetic using team colors and images of baseballs, bats and gloves, Project 70 cards had tremendous collectible appeal that captured the interest of both casual fans as well as serious memorabilia enthusiasts.
The first series of cards was issued in July of 1969 and featured 14 players including superstars like Hank Aaron, Carl Yastrzemski, Roberto Clemente and Tom Seaver. Subsequent smaller series followed at roughly quarterly intervals over the next year until the full run of 70 cards had been released by Summer 1970. Some of the bigger names featured in later series included Johnny Bench, Reggie Jackson, Rod Carew and Gaylord Perry. Along with MLB players, a few cards also commemorated MLB milestones like Roberto Clemente’s 3,000th hit and the Opening Day of the first season of Montreal’s expansion franchise the Expos.
While issued as collectibles by the USPS rather than card manufacturers like Topps, Fleer or Donruss, Project 70’s were considered semi-official issues since each player had to agree to their likeness being used. They lacked any explicit licensing from the MLB or individual teams which was still a evolving area in the late 1960s. Nevertheless, the large sized cards with their high quality glossy photo reproductions and stat dense bios on the back gained quick popularity with both adults and children. Many of the early run cards from series 1 quickly appreciated in value as they sold out in stores.
Not every part of Project 70’s went smoothly. The unusual large size made the cards more expensive to produce than regular issues which increased costs. Handling and storing the oversized cards also presented logistical challenges. Some players disliked having their photos included without compensation or contractual agreements in place. This led to smaller later series featuring fewer superstar players who demanded payment for their likenesses.
Disputes arose between the USPS and mainstream card manufacturers like Topps who saw Project 70 as unfair post office competition encroaching on their lucrative baseball memorabilia business. With complaints mounting about postal subsidies and licensing issues, Project 70 ended after releasing its full planned run of cards in Summer 1970 rather than continuing on as an annual project as originally envisioned. By the completion of the experimental two year program, the largest and most famous names in baseball had all been featured.
Despite its short lifespan, Project 70 went down in history as one of the most visually distinct and recognizable sets in the entire culture of baseball card collecting. The cards achieved their goal of generating interest both in collecting and postal memorabilia. Today among enthusiasts, complete unopened sets in high grade can fetch thousands of dollars at auction. Meanwhile, single rare high numbered cards of 1960s stars like Seaver, Aaron and Clemente remain prized possessions for many lifelong collectors. Though brief, Project 70 left an indelible stamp on the collecting hobby through its uniquely sized large format cards celebrating the biggest stars and moments of baseball’s golden age during the late 1960s.
