In “I wish I owned a time machine,” hobby history is this advertisement from the December 1979 issue of The Trader Speaks for “sealed gum cases at the lowest prices ever seen!” And yup, that would be from Mike Cramer’s Pacific Trading Cards.
I shared this image on the Facebook “Vintage Wax and Packs” group, which led to some entertaining comments.
One person said he’d take an infinite amount of 1977-78 Topps Basketball; I agreed since I’ve only ever seen one photo of a wax case.
Another collector asked himself why he hadn’t bought a case for $25, responding that it was about $151 in today’s dollars.
There were a lot of comments about Mike Cramer, who owned the company. By the way, if you have any of his old catalogs for sale, please contact me.
The best comment was, “Funny that the priciest case then is the crappiest one now.” Referring to the 1975 Topps ABC Sports “Giant Stickers” for $40. They must have printed a million of them (and) or sold poorly because they’re incredibly easy to find today; a box was sold on eBay for $8 a few weeks ago.
This is what we in the hobby would call a “fun rip.”
These 24 GAI-graded 1969/70 Topps basketball wax packs were offered for sale together in Mastro’s April 2004 catalog. The original 24-count counter-sales display box was included, too.
Each 10-cent pack had ten cards and one of the year’s paper “rulers” inserts. The pack’s grades included GAI Perfect 10: 6 packs; GAI Gem Mint 9.5: 7 packs; GAI Min 9: 7 packs; GAI NM-MT+ 8.5: 1 pack; GAI NM-MT 8: 2 packs; GAI NM+ 7/5: 1 pack.
If you didn’t know, PSA started grading oversized packs around the fall of 2023, and most notably, Goldin sold a lot of 14 1969 Topps basketball tallboy packs in March 2024 for $148,840!
The packs’ grades included:
PSA NM 7: 1 pack
PSA EX-MT 6: 9 packs
PSA EX 5: 4 packs
At the time (June 2024), PSA’s Pop Report still only included those 14 packs.
Mastro offered this 1976/77 Topps basketball unopened vending case in their April 2006 catalog; what are the odds it’s still sealed today?
As you can see, the case contained sixteen 500-count boxes for a total of 8,000 untouched cards, including Kareem Abdul-Jabbar, Moses Malone, and Julius Erving. And with a 144 total card set size in 1976, there’d be a ton of each in there!
Here’s an example of what the tall-boy-sized vending boxes look like.
Mastro didn’t describe the case’s provenance, but Fritsch did sell through Mastro a lot then, so it could have been from “The Fritsch Vault.”
Collect Auctions sold this empty 1976 Topps Basketball Vending Case in August 2020 for $110, which differs from the sealed Mastro example pictured above.
Steiner Sports is currently (September 2024) offering this one for $262, which also looks different than the Mastro case.
So there’s a chance there were a couple of these sealed cases out in the hobby over the past twenty years; remember, BBCE only wraps vending boxes from sealed cases or, I believe, those with great provenance from The Fritsch Vault.
Tony Galovich wrote the following three-page article about “investing” in unopened card packs and boxes for the June 1992 issue of Alan Kaye’s Sports Cards News & Price Guides; it brought about a lot of conversation on Facebook, so I thought I’d share it here too.
You can see that he highlighted some interesting history:
A 1953 Topps five-cent baseball wax pack sale for $11k in the summer of 1991.
A 1954 Topps cello pack with Hank Aaron showing that sold for $25k in the fall of 1991.
A 1934 Goudey wax pack with Jimmie Foxx on the bottom that sold for $20k in 1992.
All the 1952 Topps baseball wax packs emerging; including a find of around 800 in Seattle in 1991. He said dealers were paying $5k each for them and that someone had just opened a complete box
The find of an entire case of 1953 Topps five-cent packs (Canadian variation) a few years earlier.
The sale of a 1951 Bowman one-cent wax pack for $1,500 “recently.”
The price appreciation of 1961 Topps rack packs going from $600 a few years earlier to $1,500 in 1992.
A 1967 Topps high-number case selling for >$70,000 and the find of 1961 and 1962 cases.
The sale of a 1952 Topps high number case eight years earlier for over $200k.
He shared market prices for the following football products: 1959 Topps vending box-$2,200, 1957 five-cent wax pack-$550, 1964 Philadelphia rack pack-$450, 1984 USFL set case-$30k, 1972 high number wax box-$3,600, 1960 Fleer wax pack-$250, and 1966 Topps wax pack-$325.
From a basketball side he said that 1957 Topps packs were selling for $1k+ and that he heard of a vending case sale in 1991. He also said 1961 Fleer packs were fetching $500+. Also, 1969 Topps boxes were worth >$5k, with packs being >$500. In 1986, Fleer basketball cases were worth $30k, with the rarer 1987 cases bringing $10k.
Galovich also talked about how scarce hockey unopened products already were in 1992.
As I wrote in the intro, I shared the article on the Facebook “Vintage Wacks and Packs” group, and it prompted some interesting comments:
One collector asked if the 1952 case was the Mr. Mint case, but that one was for cards from a case. However, another collector mentioned that he knew who sold that case and who bought it and that it sold for $450k, not $200k. Also, that year, NrMt-Mt ’52 Mantles dropped to $675.
Another collector mentioned that he’d been collecting since 1970 and had never heard of the ’52 case but had remembered the ’67 case. He also saw first-hand, around 1983, an unopened high series case of 63s.
The person who sold the 1954 cello pack with Hank Aaron on top commented that a large horde of Topps high-number boxes was found and sold at the KC show in 1980 between 1962 and 1967 by a retired Topps sales guy.
One of the group admins made a note of “the reference to the 1975 cello with Brett on top and Yount on back, BOTH of which just happened to be faced out (a known trademark for a certain someone who was active during that time), illustrates just how long ago star pack were being fabricated.” I suppose I need to republish my old articles about 1975 Topps pack collation.
I’ve noticed a surge in interest around the 1969 Topps basketball rulers lately. There are more collectors, increased sales, and a growing enthusiasm for the first basketball card inserts. In this article, I’ll provide a quick overview of the 1969 Topps basketball rulers, highlight a few notable sales, delve into the story behind the original line art for the set auctioned at the famous Guernsey’s Topps Auction, and what it reveals about the set’s composition, particularly the intriguing missing ruler #5. I’ll wrap up by showcasing some incredible photos from the collection where many of those original pen and ink drawings ended up.
1969 Topps Basketball Rulers 101
These 2-1/2″ x 9-7/8′ Topps basketball brightly colored cartoon drawings were printed on a paper-like perishable product, folded, and inserted in 1969 Topps basketball packs (one each). However, that year, Topps advertised them as Super-Star Pin-Ups on the wrapper and box.
1969 Topps Basketball Wrapper
1969 Topps Basketball Box
But the insert makes it clear why the hobby renamed them ‘rulers.’
1969 Topps Rulers #9 John Havlicek
Every blank-backed color ruler displays a caricature of the subject to the right of a standard ruler, accompanied by an arrow indicating their height, extending from the player’s depicted height to the ruler. The player’s name and team are in an oval near the top or bottom of the card.
1969 Topps Rulers #11 Wilt Chamberlain
The insert number (of 24) and copyright information are printed in small black text along the bottom right-hand side.
1969 Topps Rulers #10 Lew Alcindor Copy Right and Number
Despite the numbering of 24, the set only has 23 cards. #5 was never released, but we will talk about that later when we cover the original line art. One of the reasons the set is so popular, beyond the bright colors and unique design, is that it’s got huge star power. Twenty of the 23 players are Basketball Hall of Famers. Plus, the cards are relatively scarce; Topps never printed basketball cards as massively as they did baseball – PSA has only grade 3658 1969 Topps Rulers with the most for Lew Alcindor with 360.
Given the folds and paper stock used, ultra-high-grade copies are scarce; there are only 49 PSA 10s and 179 PSA 9s, leading to some really high sales prices.
Before the hobby boom and the set’s resurgence, Robert Edward Auctions sold a complete set in March 2019, advertised as #2 on the PSA Set Registry (8.91 GPA) for $7200. It included nine Gem Mint 10 examples, ten Mint 9s, and four Nm-Mt 8s.
1969 Topps Rulers REA Set – Image 1
1969 Topps Rulers REA Set – Image 2
1969 Topps Rulers REA Set – Image 3
1969 Topps Rulers REA Set – Image 4
1969 Topps Rulers REA Set – Image 5
More recently, in September 2023, Memory Lane Inc. sold the #11 set on the registry (6.04 GPA) for $8065. It had just three PSA 8s to go with seven 6s, ten 5s, one 4, and two 3s.
1969 Topps Rulers Memory Lane Inc. Set
These individual sales exhibit the set’s recent growth in popularity and price:
A PSA 9 Billy Cunningham sold for $2500 in September 2023.
A PSA 9 Gus Johnson sold for $2000 in September 2023.
A PSA 5 Jerry West sold for $1525 in April 2023.
A PSA 8 John Havlicek sold for $528 in March 2023.
A PSA 8 Lew Alcindor sold for $4150 in February 2023.
A PSA 10 Lew Alcindor sold for $9600 in January 2022.
A PSA 10 Gail Goodrich sold for $1560 in January 2022.
Even raw lower-grade lots of cards, without the super-stars, sell for $20-$50/card.
1969 Topps Basketball Rulers Original Line Art
I mentioned earlier that despite the cards being marked ‘of 24,’ only 23 different rulers are on the market. The hobby learned why in 1989 when Guernsey’s auctioned off a lot of the original line art in their famous Topps Auction – they mislabeled them as pen and ink drawings used for the height scales on the backs of 1958 basketball cards.
The auction included 23 pen and ink drawings, but you might notice a few peculiarities. First, the original card artwork for #12 Nate Thurmond and #13 Hal Greer weren’t included. However, those surfaced in late 2020 when REA auctioned off the pair for $3360.
1969 Topps Rulers Pen and Ink Drawings – Gear and Thurmond
The other interesting thing is the inclusion of Celtic legend Bill Russell and 5x All-Star Rudy Larusso (spelled Carruso on the auction page). The Topps Archives believes because the NBA and Topps knew the 1969-70 Topps season would be Russell’s last, and the decision to make a 1969-70 basketball set was made at some point after Russell’s retirement but before Larusso’s on October 1st, Topps likely intended for Larusso to be the 5th card in the set. He added that it’s also possible Alcindor was swapped in for Russell, and Larusso’s retirement caught them off-guard. The “Carruso” sold for $100 in 1989, and the Russell went for $2250. The Topps Archives shared that Bill Schonsheck bought the Russell and many other pieces in 1989, which brings me to where much of this art is now.
1969 Topps Basketball Rulers Original Line Art Today
PSA wrote an article about the 1969 Topps Rulers in March 2011 and included a few quotes from Christopher Sanchirico, a business partner of Bill Schonsheck. They reported that Sanchirico owns the Larusso artwork and that, over the past 20 years, had acquired the artwork for 15 of the 25 players that Topps had drawings for. When you check out Sanchirico’s collection online, you can see many original pieces of artwork framed with released rulers! However, it looks like some items from his collection have been popping up for sale recently.
1969 Topps Rulers Lou Hudson – Line Art and Cards
1969 Topps Rulers Gail Goodrich – Line Art and Cards
1969 Topps Rulers Walt Bellamy – Line Art and Cards
1969 Topps Rulers Wilt Chamberlain – Line Art and Cards
1969 Topps Rulers John Havlicek – Line Art and Cards
1969 Topps Rulers Jerry West – Line Art and Cards
1969 Topps Rulers Oscar Robertson – Line Art and Cards
1969 Topps Rulers Bill Russell – Framed Line Art
Wrap-Up
The 1969 Topps Basketball Rulers are an incredible vintage basketball insert set appreciated today for its star power, scarcity, and fantastic design. The cards also display incredibly well; I ran across this framed example and got major hobby envy!
I ran across these circa 1970 Calvin Murphy and Fran Tarkenton “prototype” cards in Ron Oser Enterprises’ April 2000 auction catalog.
I’m unsure what to make of these items; the lot’s description explained that they appeared to be Topps prototype cards that were never issued.
The basketball card features Calvin Murphy of the San Diego Rockets, who moved to Houston before the 1971/72 season started. The writer said the style and size of the card were similar to those of the 1969/70 and 1970/71 Topps issues.
The football card features Fran Tarkenton as a New York Giants player, where he played from 1967-1971.
Both cards were still adhered to the original artist board and were described as being in perfect condition.
Let me know if you know anything about these items.
Here’s another historic hoops item: a 1970/71 Topps basketball uncut sheet.
This one features three Pete Maravich rookies, and when it was sold in 2008 by Mastro Auctions, it was the only known example (I’m unsure if this is still true; there are definitely some partial sheets).
The sheet contains 99 fully printed Topps Tall Boy basketball cards from 1970/71 in a 9 x 11 card arrangement. On top of the three Maravich cards are thee each for West, Frazier, Robertson (AS), Baylor (AS), Havlicek (AS), and Cunningham.
Despite some surface creasing and minor issues around the periphery, the sheet was described as being in excellent condition.
The sheet was actually sold by Huggins and Scott Auctions in October 2007 for $4600 before making its way into Mastro’s a few months later.
I suspect the copy from Christopher Sanchirico’s collection is the same one.
And that sheet appears to be for sale on eBay (in May 2024) for $250k.
You can read more about the 1970 Topps Basketball set’s uncut sheets on one of my favorite hobby blogs, The Topps Archives.
