Dale Alexander was a pioneering baseball card company that operated from the late 1880s through the early 20th century. Based in Chicago, Illinois, Alexander issued some of the earliest baseball card sets and helped popularize the collecting of baseball cards as a hobby.
Alexander got his start in the sports collectibles business in the late 1880s by producing trade cards featuring notable baseball players of the time. These early baseball cards were typically distributed through the purchase of tobacco products, candy, or other consumer goods. One of Alexander’s earliest and most famous sets was an 1888-1890 issue featuring stars like Cap Anson, Buck Ewing, and Amos Rusie. These cardboard cards measured approximately 2.5 x 3 inches and pictured the players in uniform with their names and teams printed on the front.
In the early 1890s, Alexander began producing larger cabinet cards featuring individual baseball players. Measuring around 4 x 6 inches, these thicker cardboard cards depicted full body images of stars in posed studio portraits. Sets from this era included the 1892 World’s Champions set honoring the Boston Beaneaters pennant winners and the 1893 Tip Top Bakers set showcasing players from the famous touring all-star team. Alexander cabinet cards were considered high-quality collectibles and helped establish baseball cards as a genuine hobby and not just promotional items.
As the popularity of baseball grew throughout the late 1890s, Alexander kept up with demand by issuing colorful and visually appealing sets at a rapid pace. Notable issues from this period included the 1896 Baltimore Orioles Stars, 1897 Philadelphia Phillies, and 1899 St. Louis Perfectos sets. Alexander also produced the earliest-known examples of error cards, such as an 1898 Honus Wagner card mistakenly featuring a photo of Lou Criger instead. These early production mistakes are now considered some of the most valuable collectibles in the hobby.
At the turn of the 20th century, Alexander transitioned baseball card production to smaller size cards more similar to what collectors are familiar with today. Measuring approximately 2.5 x 3.5 inches, the 1900 to 1910 issues depicted individual players with team logos and included stats on the reverse. Notable early 20th century Alexander sets included the 1902 Pittsburgh Pirates, 1903 Boston Americans, and 1905 New York Giants issues. The company also produced innovative multi-player cards during this period, such as a landmark 1909 T206 set featuring over 500 players in panels on a single large card sheet.
Alexander’s production peaked in the 1910s with high-quality, visually rich sets like the 1911 Philadelphia A’s, 1912 Detroit Tigers, and 1914 Boston Braves issues. However, World War I shortages began impacting the sports card business. Alexander faced increasing competition from larger companies and had trouble securing supplies. The company issued its final baseball cards around 1920 before ceasing operations altogether later in the decade.
Though short-lived compared to modern card companies, Dale Alexander left an immense mark on the hobby. Alexander pioneered early baseball card production and distribution methods while issuing some of the first true baseball card sets collected avidly by fans. Many of the earliest and most valuable trading cards in existence today come from Alexander’s groundbreaking 1880s to 1910s issues, including iconic cards of stars like Wagner, Cobb, Ruth, and others. While no longer in business, Dale Alexander’s contributions ensured that baseball cards became a mainstream part of American popular culture and remain one of the most beloved hobbies for sports fans worldwide.