The tradition of inserting gum into baseball card packs began in the late 1880s when American Tobacco Company started including small pieces of chewing gum with cigarette cards as both a marketing strategy and to entice children to collect the cards. This proved very successful at driving sales of their tobacco products and the practice soon spread to other confectionery companies that produced things like bubble gum and candy. By the 1930s, nearly every trading card product aimed at kids contained a stick of gum.
Through the mid-20th century, Topps Chewing Gum Company dominated the baseball card market and perfected the concept of bundling gum with cardboard trading cards in waxed paper packs. This made them wildly collectible for children who enjoyed not just acquiring and trading the new cards but also chewing the gum rewards inside each pack. Throughout the 1950s and 60s, Topps released new complete sets annually that could be found in corner stores, pharmacies, and any other shop that carried chewing gum and candy items.
While demand was huge during the post-World War II era, concern was growing among parents, schools, health experts and legislators about marketing unhealthy junk foods directly to children. In the late 1970s, public attitudes began shifting towards promoting nutrition and wellness over sugar-filled snacks. One outcome of this was that in 1978, the U.S. government banned TV advertising of sugary cereals and candies during Saturday morning cartoon shows – a major avenue companies had used to reach kids.
Facing this increasing regulatory pressure as well as concerns about potential litigation over marketing high-sugar products to minors, Topps made the decision to phase gum out of baseball cards starting with their 1980 release. While still including it that year, they moved production to India where labor was cheaper in 1981 which prevented the gum from being included due to import regulations. Fans likely did not notice the subtle change at first.
By 1982 however, Topps omitted gum entirely from packs in favor of enclosed stickers instead. They cited the higher production costs of manufacturing and shipping gum-filled cardboard packs internationally as the primary reason. It was clear the business environment regarding child-targeted food marketing had substantially changed as well. Their competitors like Fleer and Donruss soon followed suit in ditching gum, marking the definitive end of an era.
While some nostalgic collectors lamented the loss of the chewing gum bonuses, it did not negatively impact sales and allowed card makers to keep prices low despite inflation. Through the 1980s and 90s, the tradition of including extra in-pack prizes like traded player stats or mini posters emerged instead to maintain excitement around the random assortment received in each pack. Gum inserts were phased out across other non-sports card confections as well.
In today’s marketplace, Topps and other modern card producers have found innovative new ways to entice collectors like insert cards, autographs and relic memorabilia without relying on sugary incentives. Meanwhile baseball card values have skyrocketed, reaching millions for rare vintage specimens. So while collecting is no longer paired with chewing gum rewards, the hobby remains intensely popular generations later thanks to its nostalgia and deep baseball history and memorabilia. That tradition of bundling with confections may be gone for good, but the appeal of amassing complete baseball card sets endures.
