Fleer Corporation originated as a chewing gum company based in Philadelphia in 1899. Founders Frank and Louis Fleer began producing and selling bubble gum in 1920. In the late 1950s, the popularity of collected sports cards was rapidly growing. Fleer saw an opportunity and decided to start producing their own line of gum-backed baseball cards to include in packages with their bubble gum.
In 1956, Fleer obtained a license from Major League Baseball and Bowman Gum dropped out of the baseball card market after 25 years as a leader in the industry. This opened the door for Fleer to become the second main baseball card manufacturer alongside Topps. Fleer’s 1956 debut set included 112 cards showing photos and stats for players from the American and National Leagues. Each pack contained a piece of Fleer bubble gum as well as four random baseball cards. Notable rookies included Hall of Famers Don Drysdale and Roger Maris.
In 1957, Fleer released their second set which included 107 cards. Competition with Topps was stiff but Fleer aimed to set themselves apart by using colorful action shot photos on their cards instead of small headshots like Topps used. Fleer also tried new marketing tactics, distributing teaser cards offering free packs to drum up excitement. Issues plagued Fleer including photo quality concerns and struggling to properly centering the printing on some cards which collectors disliked.
By 1958, Fleer lost their MLB partnership and was out of the baseball card business for a few years as Topps became the undisputed dominant leader in the sports card industry. Fleer faced legal issues for using photos of current MLB players without permission. Topps had been more proactive in locking up exclusive licensing deals with both MLB and the major baseball players association.
Fleer remained focused on their gum business and other confectionery products through the 1960s. They observed Topps continue to dominate the baseball card market with various innovative sets each year. By the late 1960s, Fleer saw opportunity again to try breaking back into the baseball card sector and this time they were determined to establish the proper licensing agreements needed.
In 1971, Fleer successfully obtained an MLB group licensing deal allowing them use of team logos and uniforms in their new baseball card designs. They also signed individual picture use agreements with over 300 players for the upcoming 1971 Fleer baseball card set. This was a monumental undertaking that took months of negotiations and paperwork but got Fleer back in the baseball card game properly after over a decade away.
Fleer’s return in 1971 with their “Fleer Football & Fleer Hockey” set as well as the new “Fleer Baseball” series was a bold move. They used striking new action photo styles on a white background to stand out versus Topps’ typical headshot designs. Rookie cards in the 1971 Fleer set included Hall of Famers George Brett and Mike Schmidt. Their distribution methods were also improved versus their debut run in the 1950s.
Through the 1970s and 80s, Fleer established themselves as the top competitor to industry leader Topps. They released innovative baseball card sets each year featuring the biggest MLB stars and rookies. Fleer also obtained licenses to produce cards for other sports like basketball, football, and hockey. Notable baseball sets and moments during this golden era of Fleer cards included producing the first Traded set in 1975, issuing the iconic “Stars of the 70s” inserts in 1976, and featuring rookie cards for all-time greats like Cal Ripken Jr. in 1981.
Fleer helped popularize foil cards, special inserts, oddball sets focused on specific player achievements or fun themes, and experimenting with new cardboard materials beyond the traditional Bazooka-style gum packs. During this peak period, Fleer’s production quality rivaled Topps and they captured nearly 40% of the baseball card market share which was unprecedented for the number two brand. Icons like Ozzie Smith and Rickey Henderson had some of their most memorable rookie cards produced in Fleer sets through the 1970s and 80s.
In the 1990s, Fleer’s baseball card output remained strong but they also diversified by obtaining NBA and NFL licenses to further challenge Topps. This decade brought many parallels sets and inserts alongside traditional base cards for all major sports. Rookie cards for future Hall of Famers like Chipper Jones arrived in Fleer packages on store shelves. Towards the late 90s however, Fleer was facing growing competition from Upper Deck and other new manufacturers entering the sports card boom.
By the 2000s, Fleer had been sold to industry giant Upper Deck which owned the brand through multiple subsequent acquisitions and mergers. Although Fleer baseball cards continued to be released at a lower profile through the 2000s and 2010s, the brand’s illustrious 60+ year history pioneered innovations and forged fierce rivalry with Topps that helped elevate the hobby bigger than any other manufacturer. Fleer cards remain some of the most iconic and collectible in the industry, encapsulating MLB’s greatest eras through memorable photography, design work, and delivering star rookies to fans. Their contributions secured Fleer’s long lasting legacy within the baseball card world.
Fleer played an integral role in the sports card industry from their first foray producing baseball cards in 1956 through multiple decades of competition with Topps. They helped revolutionize the market and captured huge popularity and memorable rookie cards through the 1970s-90s golden age. Despite merging with Upper Deck, Fleer’s progressive impact and classic designs are still appreciated today by collectors and card fans alike for documenting MLB history.
