Topps has long been the dominant baseball card company and remains the industry leader. Founded in 1938, Topps is the official licensed card of Major League Baseball and is responsible for producing premier sets such as Topps Series 1, Topps Series 2, Topps Update, and Topps High Tek. In recent years, Topps has extended its brand into online and digital platforms through apps, games, social media platforms, and innovative new card products. Some of their biggest and most popular releases of 2023 include the Dominators and Acuña Jr. Project 70 sets.
Panini America is generally considered the number two company behind Topps. Originally founded in Italy, Panini entered the U.S. sports card market in the late 1980s. They have grown significantly over the past few decades and now produce an extensive array of baseball card products under licenses with MLB, MLBPA, and individual players. Some of Panini’s top baseball sets for 2023 are Prizm, Donruss, Immaculate Collection, and Contenders. They have found success distributing exclusive hobby boxes and high-end parallels through Panini Certified.
The Upper Deck Company was one of the original “big three” card manufacturers along with Topps and Fleer. They entered the scene in 1989 and released innovative sets highlighted by holograms and redeemable coupons. While Upper Deck no longer has an MLB license, they still produce baseball cards centered around retired players through their independent “Exquisite” and “SP Authentic” brands. These ultra-premium releases cater to serious collectors and include 1/1 mem cards.
Leaf Trading Cards has been around since 1991 but remains a smaller player compared to the above giants. Leaf holds player and league licenses to create value and mid-range baseball sets. Their releases include Leaf Metal, Leaf Memorabilia, and various autographed and memorabilia inserts. Leaf finds distribution primarily in hobby shops rather than mainstream retail.
Starting in the late 2010s, Fanatics emerged as a force in the sports collectibles industry through acquisitions of established companies. In 2022, they reached a lucrative long-term deal to become MLB’s exclusive trading card licensee beginning in 2025. In the meantime, Fanatics already produces baseball cards under the Donruss, Bowman, and Topps brands via recent purchases. Their 2023 releases incorporate new technological elements through partnerships with Candy Digital.
While the major companies control most of the baseball card market, several independent publishers also offer alternative products. Some examples include Stadium Club from the National Sports Collectors Convention, Allen & Ginter from the makers of playing cards, and limited-edition releases from boutique companies like Topps Project 2020 and Topps Archives. Vintage reprint sets from The Cardboard Connection aim to recreate classic designs as well.
In summary, Topps remains the 800-pound gorilla as the official MLB licensee, yet competitors like Panini and Fanatics continually challenge Topps’ dominance through appealing new sets, inserts, parallels, and innovations. The baseball card collecting scene remains robust with a range of options for fans across all levels of interest and budgets. Even without an MLB agreement, companies are able to satisfy collectors by focusing on retired player and “unlicensed” markets. This competitive landscape helps ensure the long-term future and growth of baseball cards as both a commercial product and cherished collector’s item.
