Introduction to Topps Quaker Chewy Baseball Cards
In 1967, Topps partnered with Quaker Oats to release a new type of baseball card unlike anything collectors had seen before – cards with a stick of chewing gum embedded right in the package. Known as Topps Quaker Chewy baseball cards, this unique promotion brought the thrill of chewing gum and baseball cards together in one collectible package. Over 50 years later, Topps Quaker Chewy cards remain a highly sought after vintage release prized by collectors.
The History and Design of Topps Quaker Chewy Cards
Topps had been the dominant force in baseball cards since the 1950s, creating the modern concept of trading, collecting and storing cards in albums. In 1967, Topps inked a deal with Quaker Oats, one of the largest food companies in America at the time, to create a new type of baseball product. Each wax-packaged card had a stick of Quaker’s Fruit Chewy gum embedded below the trading card, sealed with a clear wrapper. This innovative concept was a first for the industry.
The design of Topps Quaker Chewy cards emulated the classic look of 1960s Topps issues. On the front was a color photo of a baseball player along with their name, team and stats. The back contained career highlights and stats. What set these cards apart was the rectangular clear wrapper below the cardboard backing that enclosed the stick of chewing gum. “BUBBLE GUM INSIDE” was prominently displayed on the front. Each pack of five cards cost 15 cents, about the same as a regular pack of cards from Topps.
Promoting the Cards and Gum to Baseball Fanatics
To promote the unique product, Topps and Quaker launched an extensive marketing campaign. Full-page colorful newspaper and magazine ads prominently featured the tagline “Baseball stars and bubble gum, what could be better?!” Newspaper contests offered chances to win tickets to MLB games. Promo packs were even inserted in cases of Quaker cereals on store shelves. The partnerships helped turn baseball card collecting into an even bigger mainstream pastime among America’s youth.
Contents of the 1967 Topps Quaker Chewy Baseball Set
The 1967 Topps Quaker Chewy baseball card set totaled a modest 222 cards, featuring players from both the American and National Leagues. Rosters included all the biggest stars of the late 1960s such as Hank Aaron, Sandy Koufax, Roberto Clemente and Willie Mays. Autograph cards were inserted randomly in wax packs as prizes. The backs contained the same basic stats format used in standard Topps issues that year. With a shorter print run compared to regular Topps sets, 1967 Topps Quaker Chewy cards remain coveted by vintage collectors.
Challenges and Discontinuation of the Product Line
While the Topps Quaker Chewy concept was innovative, it also posed some challenges. Complaints surfaced that the gum was getting stuck inside card packs or melting in warm weather conditions. From a business standpoint, the added production costs of integrating gum lowered profit margins versus regular card-only issues. After just one successful year in 1967, Topps and Quaker opted not to continue the product line the following season.
Legacy and Collectibility of 1967 Topps Quaker Chewy Cards
Despite only being produced for a single year over five decades ago, 1967 Topps Quaker Chewy cards remain legendary in the hobby. The innovative gum-and-card combo packaging concept helped further popularize the connection between baseball and chewing gum in American culture. Individual common cards can sell for over $10 in Near Mint condition due to their short print run and nostalgic appeal. High-number and stars rookies routinely fetch triple-digit prices. Graded gem mint examples of iconic Hall of Famers like Koufax, Aaron and Mays have sold at auction for thousands. For dedicated vintage collectors, a complete 1967 Topps Quaker Chewy set remains a prized trophy piece of their collections. The unique one-year only partnership between Topps and Quaker that produced these fun childhood memories continues captivating collectors to this day.
In Conclusion
The 1967 Topps Quaker Chewy baseball card set broke new ground by integrating chewing gum directly into cardboard packages alongside classic player cards. A cooperative marketing blitz helped popularize the product with youth baseball fans. While short-lived due to production challenges, Topps Quaker Chewy cards enduringly symbolize the nostalgic bond between baseball, cards and bubble gum for a generation of Baby Boomers. Over 50 years later, their innovative gum-packed packaging and scarce surviving population retain a cherished place in the pantheon of renowned vintage sports issues prized by knowledgeable collectors.
