Topps – Post War Cards

Today, I wanted to look back at and share information from the early days of Topps as a card company, particularly the Federal Trade Commission decision regarding a complaint made against Topps Chewing Gum, Inc., alleging unfair competition methods in gaining control of the baseball card picture industry.

As you can see in the image above, the court dismissed the case on April 30, 1965, because there was insufficient evidence.

While the complaint uses a lot of legal jargon to allege a “monopoly in the manufacture and distribution of baseball picture cards in commerce,” as a collector, I find equally fascinating the reporting of sports card sales numbers from Topps, Bowman, Goudey, and Fleer.

First Goudey Sales:

Next Bowman Sales:

Topps sales in those years were as follows:

Topps sales once there were no Bowman cards were (“Baseball card gum” being packs with gum in them, and “Baseball cards” being products like vending boxes, cello, and rack packs that didn’t have gum):

And finally, Fleer sales figures:

I’ll pour through this 112-page document in the future to see what other insights we can glean about the post-war baseball card market and the impact Topps’ actions as a company had on its competitors. That will come in the future as a Part 2 of this article. But these numbers are our best insight into figuring out how many cards Topps and other companies actually produced in the early post-war era.

Happy collecting!

I love uncut sheets of sports cards. They make awesome display pieces, they’re often scarce, they provide set education, finish “master” collections, and provide hobby integrity. So, despite the storage problem, they continue to be really popular. But how did these sheets make their way to the market if cards were meant to be cut up and put in boxes for sale? The conventional wisdom is that they came from Topps employees or out the backdoor of printing facilities. But the reality is a bit more complicated than that, particularly in more modern times, as Topps provided uncut sheets via direct sales, instant winner programs, marketing add-ons, and a few other planned/legitimate means.

You can see the code #945-84 sell sheet for Topps 1984 Uncut Baseball Card Sheets when it comes to direct sales. Topps offered six different sheets of 132 cards (132 * 6 = a complete 792 card set). Topps realized there was a market for uncut sheets and responded as any business would.

1984 Topps Baseball Uncut Card Sheets Sell Sheet

One collector on a forum had written that they had bought some sheets in the mid-1980s from local stores (not card stores), and the sheets came wrapped in plastic. So Topps sold some of these, though perhaps not through hobby stores. Another collector responded that as early as 1982, they bought sheets like this from ToysRUs. They were in a large box with the top cut off, left in the aisle for display, and sold for around $6. Others surmise this sales method may have happened as early as 1981

There are also examples of complete boxed sets of 6 uncut sheets of 1987 Topps that are still widely available. Whether they were sold by Topps or a 3rd party is less clear.

1987 Topps Uncut Sheets Complete Box Set

1987 Topps Uncut Sheets Complete Boxed Set Zoomed In

3 Boxes of 1987 Topps Uncut Sheets Baseball Card Collections

Topps also used to provide sheets to collectors through add-ons. In 1989, as the code #325 sell sheet indicates (courtesy of 4192Cards), if any store purchased a case of Bazooka Gum, they got two uncut sheets of Topps baseball cards. It’s believed this happened between 1986 and 1990.

In 1984, OPC inserted instant winner cards into packs, and one of the prizes was the three sheets that made up a complete set.

Earlier in the 1980s, for $4 ($5 in 1982), collectors could receive a full-sized uncut sheet of 1981 or 1982 Topps baseball and 1981 Topps football cards through a promotion with Coca-Cola (through the header card packed with team sets). Many of the sheets the distributor sent to collectors had errors. So, this tactic may have been a way for Topps to make some money rather than throwing away printer errors or allowing staff to walk off with them.

The distributor in Connecticut included an additional offer to get every sheet from 1981 for $4 a sheet or $24 for an entire print run.

There’s another example of acquiring uncut sheets as far back as 1972 for Topps basketball in partnership with Wheaties. The Topps Archives wrote about getting 132 player sheets for $2 plus two Wheaties proof of purchase panels. I’ve included the photos from the Topps Archives blog post below, just in case that site ever goes down and we lose access to its incredible history of articles.

Wheaties Box with 1972 Topps Basketball Uncut Sheet Offer

I’m sure there are dozens of more legitimate examples of how Topps distributed uncut sheets of cards in addition to the methods discussed in this post. If you know of any others, share the details in the comments below.

Happy collecting, and don’t forget to check out the Uncut Sheet Archive, too!

Vintage Baseball Card Sales Numbers And The Topps Monopoly

A Few Ways Topps Distributed Uncut Sheets Directly To Customers