The 1996 baseball card season marked a major transition period for the hobby. For decades, the two biggest names in the business had been Topps and Fleer. In 1996 Upper Deck emerged as a serious competitor after just a few years in the market.
Upper Deck had turned the hobby on its head when it debuted in 1989. The company utilized cutting edge technology and focused on high-end parallel inserts that collectors found extremely attractive. By 1996, Upper Deck had surpassed Fleer to become the #2 brand behind Topps.
Fleer was struggling at this point. The company had lost Ken Griffey Jr.’s exclusive license to Upper Deck in 1993 and struggled to find hits that could compete. In 1996, Fleer would be out of the baseball card business after the season ended.
In 1996 they were still clinging on and produced a 792 card base set. Some of the top rookies in Fleer included Nomar Garciaparra, Troy Glaus, and Jason Schmidt. Insert sets included Postseason Performers, Celebrate the Century, and All-Time Heroes. But Fleer cards were becoming increasingly difficult to find on store shelves.
Topps remained the dominant force as the longest-tenured brand. Their 1996 checklist included superstars like Ken Griffey Jr., Sammy Sosa, Cal Ripken Jr., and Pedro Martinez. Topps was still using the classic white border design that had been a staple for decades. Key inserts included Photo Facts, Topps Gold Label, and All-Time Fan Favorites.
Upper Deck upped the ante with technological advancements. Their cards featured holograms, embedded sound chips, and autographs embedded under a clear foil. The coveted UD Chrome parallel became a huge hit with collectors. Ken Griffey Jr. remained the flagship player after leaving Fleer. Big rookie class incluided Nomar, Troy Glaus, Kerry Wood, and Derek Jeter.
Score entered the baseball card market in 1989 but had assumed a very distant #4 in terms of popularity and availability. In 1996 Score made a major move by signing an exclusive deal with the MLB Players Association. This meant Score had the player likeness rights for photography, autographs, and other inserts.
Score’s 1996 set totaled a robust 1200 cards after several years of smaller checklists in the 400-500 range. The increased photography and player imagery gave Score a more premium feel. Checklist highlights included rookies Nomar Garciaparra, Jim Thome, Todd Helton, and Derek Jeter. Popular inserts were In Action, Diamond Kings, and Registered Runs.
The Score exclusive deal shook up the industry. Topps and Upper Deck were now forced to rely more heavily on artistic renderings rather than true player photos. Score’s availability improved as the company gained shelf space on the strength of its new exclusive agreement. This positioned Score to become a stronger #3 brand after Fleer’s demise.
Two other smaller companies produced baseball cards in 1996. Pinnacle had entered the baseball market in 1991 and produced a 400 card base set plus parallels, inserts and autographs. Their rookie class included Nomar Garciaparra, Jermaine Dye, and Troy Glaus.
Donruss also remained in the baseball hobby after debuting in 1987. They struggled for relevance against the bigger brands but were still found on some shelves. Their 1996 set included 400 cards as well as special parallels and inserts like Hardwood Heroes basketball combo cards.
In summary, 1996 marked a transition year that saw Upper Deck surpass Fleer as the #2 brand. Score made a bold move to become the exclusive holder of MLBPA group licensing rights. This positioned them to potentially challenge Topps long-term as the dominant force. Meanwhile, Fleer’s demise after the ’96 season ushered in the modern “Big 3” era of Topps, Upper Deck and Score that would last for over a decade.
