Topps, an American company renowned for its trading cards and collectibles, began its journey in 1938. Founded by four brothers—Abram, Ira, Philip, and Joseph Shorin—the company initially focused on manufacturing chewing gum. What started as an effort to leverage existing distribution channels from their previous venture, American Leaf, quickly evolved into a dominant force in the collectibles market, particularly with baseball cards. The name "Topps"
itself was chosen to signify the company's ambition to be "tops" in its chosen field, a goal it would largely achieve through innovation and strategic market maneuvers.
Early Beginnings and Product Diversification
The Shorin brothers relaunched their company as Topps with the specific aim of producing chewing gum. Their most successful early product was Bazooka bubble gum, which famously included a small comic on its wrapper. This early success in confectionery laid the groundwork for their eventual pivot. In 1950, Topps began experimenting with packaging trading cards alongside their gum, initially featuring the popular Western film character Hopalong Cassidy. This move was a strategic attempt to boost gum sales, capitalizing on the widespread popularity of figures like William Boyd, who was a major star in early television.This initial foray into trading cards proved to be a pivotal moment. The cards quickly became the primary attraction, overshadowing the gum itself. This shift in consumer interest prompted Topps to introduce baseball cards as a product, which soon became the company's main focus. The combination of chewing gum and baseball cards was particularly popular among young boys, and despite the mediocre quality of the gum, the cards rapidly became the main draw. The gum, in fact, eventually became a hindrance as it often stained the cards, diminishing their value to collectors who sought pristine condition. This led to the eventual removal of gum from baseball card packs in 1992, though Topps later reintroduced it in its Heritage line in 2001.
The Birth of Modern Baseball Cards and Market Dominance
Topps made its first significant entry into the baseball card market in 1951 with two sets, known as Red Backs and Blue Backs. These early cards, designed like playing cards with rounded corners and blank backs, could even be used to simulate a baseball game. However, a major turning point came in 1952 when Topps, under the guidance of Sy Berger and Woody Gelman, revolutionized the industry. Berger, a World War II veteran, designed the iconic 1952 Topps baseball card set, which is considered the first true modern baseball card set. This set featured a larger card size (2 5/8 inches by 3 3/4 inches), color portraits, and detailed statistical and biographical information on the back. This basic design remains influential in the industry today.Topps faced fierce competition, particularly from Bowman, another company producing baseball cards. Bowman had previously dominated the market by signing players to exclusive contracts, especially for cards sold with chewing gum. Topps cleverly circumvented Bowman's contracts by initially selling its 1951 cards with caramel candy. By 1952, Topps had secured rights to sell cards with bubble gum, directly challenging Bowman. This intense rivalry for player contracts and consumer attention continued until 1956 when Topps acquired Bowman, effectively eliminating its primary competitor and establishing itself as the predominant producer of baseball cards for the next 25 years.
Monopoly, Challenges, and Evolution
With Bowman out of the picture, Topps enjoyed a near-monopoly in the baseball card market. Subsequent challenges, such as Fleer's attempts to enter the market in the 1960s, were largely unsuccessful. Fleer's efforts to challenge Topps' exclusive contracts through the Federal Trade Commission were initially successful but later overturned on appeal. Topps' contracts, which covered cards sold with bubble gum, were deemed not to prevent competition with cards sold with other products. However, Fleer ultimately sold its player contracts to Topps in 1966, solidifying Topps' effective monopoly.This monopoly faced a significant challenge from the nascent Major League Baseball Players Association (MLBPA) in the late 1960s. The union, seeking better compensation for players, argued that Topps' contracts did not adequately pay for publicity rights. After initial resistance, Topps agreed to double player payments and offer a percentage of overall sales, demonstrating the growing power of the players' union. The Topps monopoly was eventually broken by a federal court ruling in 1980, allowing Fleer and Donruss to enter the market in 1981. While the ruling was briefly overturned, competitors found ways to package cards with other items, such as logo stickers or puzzle pieces, to circumvent Topps' exclusive rights to cards sold with gum. Despite the end of its monopoly, Topps remained a leading brand, continuously adapting and innovating, including the introduction of digital sports cards and expanding into various non-sports collectibles and international markets.
