The Industry

A Fascinating Letter from Sy Berger to Fred Corcoran Extending Ted Williams’ Contract with Topps

by

In the middle of 2023, @TJisonline shared an incredible item with me: a letter from Sy Berger, the mastermind behind Topps Trading cards, to Fred Corcoran, the agent of baseball legend Ted Williams. It dates back to the intense bubble gum card war of the 1950s. I thought I would use it to explore the story of Ted Williams’ association with Topps, Bowman, and eventually, Fleer during this era, shedding light on the fierce completion that unfolded and the impact it had on a few of the most popular baseball card sets in the hobby.

If you don’t know a lot about Ted Williams, his Wikipedia article is a good starting point. He’s known as one of the greatest hitters in baseball history, finishing his career with a .344 batting average, 521 home runs, and 1839 RBIs. He was a 19x All-Star, 2x AL MVP, 2x Triple Crown Winner, 6x AL batting champion, and the last player to hit over .400 in a season. His career also peaked during the Topps/Bowman card wars.

However, Teddy Ballgame’s 19-year MLB career was interrupted twice for military service, from 1943-45 for WW2 and 1952-53 for the Korean War. But first, after WW2, in the post-war era, Williams had cards in the 1948-49 Leaf, 1950 Bowman, and 1951 Bowman sets. 

1951 Bowman #165 Ted Williams

Topps wasn’t a real competitor to Bowman until 1952, but the Navy had called Williams back to serve on active duty for the Korean War on January 9, 1952 (he played just six games in the 1952 season before returning for refresher flight training). So, Williams wasn’t in either Bowman’s or Topps’ 1952 or 1953 sets because of his military service. Williams did have a few oddball cards those years, namely 1952 Berk Ross, 1952 Red Man, and 1952 Wheaties.

Williams returned to baseball in 1953 and hit .406, but with only 110 at-bats, he wasn’t qualified for the batting title. At this point, Sy Berger, a Red Sox fan, was desperate to sign Ted Williams, and at the time, exclusive deals were around $100-125 annually.

In December 1953, Berger managed to sign Ted Williams to a five-year contract with Topps because he offered Williams more money than the standard fee: $400 per year. Bowman had to stop production of William’s 1954 Bowman card #66, and Topps double-downed on their star, making him the first and last card of the set (#1 and #250).

1954 Topps #1 Ted Williams

Berger would give Ted Williams premium places in their following three sets; Williams was card #2 in 1955, #5 in 1956, and #1 in 1957. That’s when the letter this article was motivated by comes into the picture, and here it is:

1957 Sy Berger Letter to Fred Corcoran – Ted Williams Topps Extension

You can see that it’s dated October 1, 1957, and is from Sy Berger to Fred Corcoran (Ted’s agent). It references the agreement to extend William’s exclusive deal with Topps for the 1958 season. I suppose this means the original contract was for five years, but both parties had to renew or review it yearly. 

1958 Topps #1 Ted Williams

TJisonline picked it up to pair with (then) three of his 1958 Topps Ted Williams cards, #s 1, 321, and 485. The Red Sox team card and checklist, #312, is a fourth “Williams” card, of sorts, in the set. He picked up the letter from a local estate reseller/dealer who supposedly bought a lot of items from Fred Corcoran’s daughter (who was Ted Williams’ goddaughter).

1957 Sy Berger Letter to Fred Corcoran With Cards

At this point, another company was looking to enter the sports card market. The Frank H. Fleer Corporation wanted to grow its gum market share, and they targeted Williams for a single-player set since Topps had the exclusive MLB license by that point. Williams was the only player with the popularity to carry an entire set. Williams signed with Fleer for $5k per year for four years, which deprived Topps collectors of Ted Williams cards for the remainder of his playing days. But fans could grab Topps Ted Williams Manager cards from 1969-1972.

1959 Fleer Ted Williams #80 – Ted’s Goals for 1959

All that said, Topps did sign Ted Williams in 1991 for inclusion in their 1953 Reprint Series. In January 2008, Heritage Auctions sold the contract pictured below for $286.80. So, we have some idea of what a 1953 Topps Ted Williams card could have looked like.

Topps Contract With Ted Williams – 1991
1991 Topps Archives #319 Ted Williams 1953 Reprint

This letter from Sy Berger to Fred Corcoran amplifies the intense competition and significant impact of the bubble gum card wars on the hobby. It helps provide a bit more historical context and another glimpse into a pivotal era when the hobby really developed.

Also, if you want to learn more about cards from this era and the competition between Topps and Bowman, I recommend picking up a copy of Dean Hanley’s The Bubble Gum Card War. 

The Bubble Gum Card War

Happy collecting!

1955 Topps Doubleheaders Uncut Panel

by

What’s super cool about the 1955 Topps Doubleheaders uncut panels is how clearly they show the continuous artwork designed into the backgrounds on the cards!

Mastro offered this particular copy in their April 2006 catalog. Here’s the complete description:

Collectors of individual ’55 Topps “Doubleheaders” cards appreciate the items’ clever design and 2-in-1 player format, but they might remain unaware of yet another eye-catching feature: when placed side-by-side in the correct sequence, the collectibles’ backgrounds merge into a realistically constructed stadium-setting tableau. That marvelously artistic detail is graphically revealed in the very scarce uncut panel of six “Doubleheaders” cards here offered. In this still-attached half-dozen, which clearly shows that multi-play-er paintings were neatly sectioned to create the original single-card images, the items’ subjects can be seen standing in front of a dugout, a batting cage, and consistent rows of seats. A great display piece! The panel’s cards include: #’s 11/12, 13/14, 15/16, 17/18, 19/20 and 21 Skowron/22. The uncut relic measures 4-3/4″ x 12-1/2″, and presents an EX condition appearance with irregular border cuts and natural handling faults confined to the periphery.

If you want to see all the baseball panoramas featured in the Doubleheaders set, check out this post on The Topps Archives called Double Your Pleasure, which features Roger Nisly’s compiled handiwork from various auction catalogs over the years.

Pacific Takes On The Goliaths

by

Who remembers when super premium packs were just $5.99?

Anyway, the December 1996 issue of Sports Card Trader had an excellent article about Mike Cramer taking on the industry’s goliaths that I wanted to share.

But, before I share the article, it is interesting that the back cover features an advertisement for Pacific Trading Cards…

The article is still a great read, though!

Cramer also recently published a great book called Cramer’s Choice: Memoir of a Baseball Card Collector Turned Manufacturer. I encourage you to pick up a copy for your own Hobby Library; I’ll post a longer review of it in the future as I did for True Mint and Mr. Mint’s Insider’s Guide.

A Curious Item – The “Original Artwork” For Darrell Johnson’s 1957 Topps Baseball Card

by

I ran across an item in Ron Oser Enterprises’ December 2000 catalog that perplexes me. It was described as a 3 1/2” x 5 1/2” flexichrome artwork for Darrell Johnson’s 1957 Topps card, but I always thought flexi’s were used to color black and white images.

I reached out to The Topps Archives, and he pointed out that flexi’s can look different but also thought they were only used to color black-and-white images. He also wondered if Topps just cut out the image with an Xacto knife as it would have already been in color. He pointed out that it sort of looks like an alternate for Johnson’s 1958 Topps card, which has a slightly different pose.

Any ideas? Did Topps have other plans for the 1957 Topps set? Were they going to use the cutout for another set?

Unopened Case Clearance Specials In 1979

by

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.

1941 Play Ball Paper Sheet

by

Christie’s offered this extremely scarce 1941 Play Ball paper sheet of twelve cards in their October 1993 catalog. It was expected to sell for $750-$1,000.

With cardboard being a critical commodity leading up to the US involvement in World War II, Play Ball issued a 24-card paper version of their 1941 baseball set. The “cards” were issued in two 12-card sheets. A scarce test issue to begin with, these cards were more fragile than their cardboard counterparts, which has made them increasingly difficult to find. 

In the lot’s description, Christie’s wrote that in 1941, Gum Inc. produced two paper proof sheets. The lot pictured above had twelve cards, numbered 1 to 12, printed on thin paper stock. This one was described as being in near-mint condition.

Heritage Auctions sold another copy of the same paper uncut sheet for $720 in May 2019.

And in August 2023, Huggins and Scott offered both sheets, but the current/final price shows “0.00” after opening at $500, so perhaps it got pulled.

1938 O-Pee-Chee Horrors Of War Dealer Advertising Sheet

by

I found this 1938 dealer advertising sheet for the Canadian counterpart of the U.S. Gum, Incorporated 1938 Horrors of War set in Mastro’s 2004 auction catalog.

The ad sheet was part of a “Fascinating and Diverse 1930’s-1960’s Non-Sports Collection” and was described as a “Dealer Advertising Sheet; blue-on-white, no illustrations, measures 16-1/2” x 22” w/ mailing folds; text promotes upcoming HOW issue to retailers (EX/MT).”

I don’t want to dwell on the cards much, perhaps in a future post, but the basics are that while advertised as a series of 240 cards, the Canadian set fell short of O-Pee-Chee’s lofty goals. There ended up being only 72 OPC Horror of War cards, and now, because the print run was so small, the cards are really desirable and pricey.

I want to highlight the lower-left corner of the advertising sheet; you can see a call out to the May 9th, 1938 issue of Life Magazine that highlighted the set. I managed to grab a copy of the magazine off eBay for just $13.45 (including shipping)!

Page two of the magazine included the photo sources of what was to come. You can see that pages four and five have pictures credited to Gum, Inc.

Pages four and five highlighted the 1938 Horrors of War set (and true bubble-gum artists).

Here’s the full spread:

The magazine’s table of contents followed the card spread on page seven and called the features “Speaking of Pictures: Bubble Gum’s War in China.”