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GREETINGS, FEEL FREE
TO
"SHOP NAKED."©
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VINTAGE 1979
RERUN WACKY PACKAGES
CARDS #1 THROUGH #66
IN VG+ > EX CONDITION
Wacky Packages are a series of humorous trading cards featuring parodies of consumer products. The cards were produced by Topps beginning in 1967, usually in a sticker format. There were 16 series produced between 1967 and 1977, with some reprints and several new series released up to the present day.
At the height of their popularity in 1973–1974, Wacky Packages outsold baseball cards, when they were by far the most sold trading card items in the United States.
Relying on the talents of such cartoonists and comics artists as Kim Deitch, George Evans, Drew Friedman, Bill Griffith, Jay Lynch, Norman Saunders, Art Spiegelman, Bhob Stewart and Tom Sutton, the cards spoofed well-known brands and packaging.
Four rerun series with 66 cards each were produced – the first two in 1979 and the last two in 1980 – for a total of 264 cards. These series consisted of images from the 1973–77 cards, as well as one previously unused image – Series 4 card no. 235 "Frosted Ice Krunkles" – which was exclusive to the rerun series (and was one of three previously unpublished stickers originally intended for Series 12 (the other two, along with this one, were published in Wacky Pack Flashback; see 2008 Flashback series below)). Each card can be distinguished easily by its number (e.g., "No. 1 of 66") printed on the front. These four series were the first since the 1967 die-cut series and the 1969 Wacky Ads series to number their cards, in this case on the front instead of the back as the die-cuts did; the Ads were the first series to be numbered on the front. Front-of-the-card numbering has continued from this point on all the way up to the most recent series.
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FYI
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A trading card (or collectible card) is a small card, usually made out of paperboard or thick paper, which usually contains an image of a certain person, place or thing (fictional or real) and a short description of the picture, along with other text (attacks, statistics, or trivia). There is a wide variation of different types of cards. Modern cards even go as far as to include swatches of game-worn memorabilia, autographs, and even DNA hair samples of their subjects.
Trading cards are traditionally associated with sports; baseball cards are especially well-known. Cards dealing with other subjects like Pokemon are often considered a separate category from sports cards, known as non-sports trading cards. These often feature cartoons, comic book characters, television series and film stills. In the 1990s, cards designed specifically for playing games became popular enough to develop into a distinct category, collectible card games. These games are mostly fantasy-based gameplay. Fantasy art cards are a subgenre of trading cards that focus on the artwork. The game with the highest number of unique cards and one of the most successful is Magic: the Gathering.
Trade cards are the ancestors of trading cards. Some of the earliest prizes found in retail products were cigarette cards—trade cards advertising the product (not to be confused with trading cards) that were inserted into paper packs of cigarettes as stiffeners to protect the contents. Allen and Ginter in the U.S. in 1886, and British company W.D. & H.O. Wills in 1888, were the first tobacco companies to print advertisements. A couple years later, lithograph pictures on the cards with an encyclopedic variety of topics from nature to war to sports — subjects that appealed to men who smoked - began to surface as well. By 1900, there were thousands of tobacco card sets manufactured by 300 different companies. Children would stand outside of stores to ask customers who bought cigarettes for the promotional cards. Following the success of cigarette cards, trade cards were produced by manufacturers of other products and included in the product or handed to the customer by the store clerk at the time of purchase. World War II put an end to cigarette card production due to limited paper resources, and after the war cigarette cards never really made a comeback. After that collectors of prizes from retail products took to collecting tea cards in the UK and bubble gum cards in the US.
------------------------------
The Topps Company, Inc. is an American company that manufactures chewing gum, candy, and collectibles. Based in New York City, Topps is best known as a leading producer of American football, baseball, basketball, ice hockey, soccer, and other sports and non-sports themed trading cards.
It is currently the only baseball card manufacturer with a contract with Major League Baseball. Topps also produces cards under the brand names Allen & Ginter and Bowman.
Topps itself was founded in 1938,[5] but the company can trace its roots back to an earlier firm, American Leaf Tobacco. Founded in 1890 by Morris Shorin, the American Leaf Tobacco Co. imported tobacco to the United States and sold it to other tobacco companies. (American Leaf Tobacco should not be confused with the American Tobacco Company, which monopolized U.S.-grown tobacco during this period.)
American Leaf Tobacco encountered difficulties during World War I, as it was cut off from Turkish supplies of tobacco, and later as a result of the Great Depression. Shorin's sons, Abram, Ira, Philip, and Joseph, decided to focus on a new product but take advantage of the company's existing distribution channels. To do this, they relaunched the company as Topps, with the name meant to indicate that it would be "tops" in its field. The chosen field was the manufacture of chewing gum, selected after going into the produce business was considered and rejected.
At the time, chewing gum was still a relative novelty sold in individual pieces. Topps’ most successful early product was Bazooka bubble gum, which was packaged with a small comic on the wrapper. Starting in 1950, the company decided to try increasing gum sales by packaging them together with trading cards featuring Western character Hopalong Cassidy (William Boyd); at the time Boyd, as one of the biggest stars of early television, was featured in newspaper articles and on magazine covers, along with a significant amount of "Hoppy" merchandising. When Topps next introduced baseball cards as a product, the cards immediately became its primary emphasis.
The "father of the modern baseball card" was Sy Berger. In the autumn of 1951, Berger, then a 28-year-old veteran of World War II, designed the 1952 Topps baseball card set with Woody Gelman on the kitchen table of his apartment on Alabama Avenue in Brooklyn. The card design included a player's name, photo, facsimile autograph, team name and logo on the front; and the player's height, weight, bats, throws, birthplace, birthday, stats and a short biography on the back. The basic design is still in use today. Berger would work for Topps for 50 years (1947–97) and serve as a consultant for another five, becoming a well-known figure on the baseball scene, and the face of Topps to major league baseball players, whom he signed up annually and paid in merchandise, like refrigerators and carpeting.
The Shorins, in recognition of his negotiation abilities, sent Sy to London in 1964 to negotiate the rights for Topps to produce Beatles trading cards. They also tried hockey. Arriving without an appointment, Sy succeeded by speaking in Yiddish to Brian Epstein, the Beatles’ manager.
Berger hired a garbage boat to remove leftover boxes of 1952 baseball cards stored in their warehouse, and rode with them as a tugboat pulled them off the New Jersey shore. The cards were then dumped into the Atlantic Ocean. The cards included Mickey Mantle's first Topps card, the most valuable card of the modern era. No one at the time, of course, knew the collector's value the cards would one day attain. Currently, a pack of 1952 Topps baseball cards is worth at least $5,000.
In 1951, Topps produced its first baseball cards in two different sets known today as Red Backs and Blue Backs. Each set contained 52 cards, like a deck of playing cards, and in fact the cards could be used to play a game that would simulate the events of a baseball game. Also like playing cards, the cards had rounded corners and were blank on one side, which was colored either red or blue (hence the names given to these sets). The other side featured the portrait of a player within a baseball diamond in the center, and in opposite corners a picture of a baseball together with the event for that card, such as "fly out" or "single."
Topps changed its approach in 1952, this time creating a much larger (407 total) set of baseball cards and packaging them with its signature product, bubble gum. The company also decided that its playing card model was too small (2 inches by 2-5/8 inches) and changed the dimensions to 2-5/8 inches by 3-3/4 inches with square corners. The cards now had a color portrait on one side, with statistical and biographical information on the other. This set became a landmark in the baseball card industry, and today the company considers this its first true baseball card set. Many of the oil paintings for the sets were rendered by artist Gerry Dvorak, who also worked as an animator for Famous Studios. In 1957, Topps shrank the dimensions of its cards slightly, to 2-1/2 inches by 3-1/2 inches, setting a standard that remains the basic format for most sports cards produced in the United States. It was at this time Topps began to use color photographs in their set.
The cards were released in several series over the course of the baseball season, a practice Topps would continue with its baseball cards until 1974. However, the last series of each year did not sell as well, as the baseball season wore on and popular attention began to turn towards American football. Thus cards from the last series are much scarcer and are typically more valuable (even commons) than earlier series of the same year. Topps was left with a substantial amount of surplus stock in 1952, which it largely disposed of by dumping many cards into the Atlantic. In later years, Topps either printed series in smaller quantities late in the season or destroyed excess cards. As a result, cards with higher numbers from this period are rarer than low numbers in the same set, and collectors will pay significantly higher prices for them. The last series in 1952 started with card No. 311, which is Topps' first card of Mickey Mantle, and remains the most valuable Topps card ever (and the most valuable post-1948 card). The 1952 Topps Mantle is often mistakenly referred to as Mickey's rookie card, but that honor belongs to his 1951 Bowman card (which is worth about a third of the 1952 Topps card).
The combination of baseball cards and bubble gum was popular among young boys, and given the mediocre quality of the gum, the cards quickly became the primary attraction. In fact, the gum eventually became a hindrance because it tended to stain the cards, thus impairing their value to collectors who wanted to keep them in pristine condition. It (along with the traditional gray cardboard) was finally dropped from baseball card packs in 1992, although Topps began its Heritage line, which included gum, in the year 2001.
In addition to baseball, Topps also produced cards for American football in 1951, which are known as the Magic set. For football cards Bowman dominated the field, and Topps did not try again until 1955, when it released an All-American set with a mix of active players and retired stars. After buying out Bowman, Topps took over the market the following year.
Since then, Topps sold football cards every season until 2016. However, the emergence of the American Football League (AFL) in 1960 to compete with the established National Football League also allowed Topps' competitors, beginning with Fleer, to make inroads. Fleer produced a set for the AFL in 1960, sets for both leagues for a year, and then began focusing on the AFL again. Philadelphia Gum secured the NFL rights for 1964, forcing Topps to go for the AFL and leaving Fleer with no product in either baseball or football.
Although more competitive for a time, the football card market was never as lucrative as the market for baseball cards, so the other companies did not fight as hard over it. After the AFL-NFL Merger was agreed to, Topps became the only major football card manufacturer beginning in 1968. In spite of the lack of competition, or perhaps to preempt it, Topps also created two sets of cards for the short-lived United States Football League in the 1980s. Many NFL legends had their first ever cards produced in the USFL sets. These players include Steve Young, Jim Kelly, and Reggie White. This resulted in a controversy when these players debuted in the NFL. Many wondered if the USFL cards should be considered rookie cards because the league did not exist anymore. The situation continued until growth in the sports card market generally prompted two new companies, Pro Set and Score, to start making football cards in 1989.
Throughout the 1970s until 1982, Topps did not have the rights to reproduce the actual team logos on the helmets and uniforms of the players; curiously, these could be found on the Fleer sets of the same era, but Fleer could not name specific player names (likely an issue of Topps holding the National Football League Players Association license and Fleer holding the license from the league). As a result, helmet logos for these teams were airbrushed out on a routine basis.
After the 2015 football season, Panini was awarded an exclusive license by the NFL for producing football cards. 2016 was the first year Topps did not produce football cards since 1955.
Trading cards for other sports
Topps also makes cards for other major North American professional sports. Its next venture was into ice hockey, with a 1954 set featuring players from the four National Hockey League franchises located in the U.S. at the time: the Boston Bruins, Chicago Blackhawks, Detroit Red Wings, and New York Rangers.
In 1958, the O-Pee-Chee Company of London, Ontario, Canada, entered into an agreement with Topps to produce NHL cards (the 1957–58 series) and Canadian football cards (the 1958 series). O-Pee-Chee then started printing its own hockey and football cards in 1961. Similarly, the Topps Company struck agreements with Amalgamated and British Confectionery in the United Kingdom and Scanlen's in Australia.
In 1967, with the major expansion of six new NHL teams to the United States, the Topps Company produced a new hockey card set that paralleled the 1966–67 O-Pee-Chee hockey design (the basic television design was in fact first used for 1966 Topps American football series). Starting in 1968–69, the Topps Company started printing an annual Topps hockey set that was similar to the annual O-Pee-Chee hockey set. The Topps and O-Pee-Chee hockey sets shared a similar design from 1968–69 to 1981–82 and from 1984–85 to 1991–92.
Topps first sold cards for basketball in 1957,[9] but stopped after one season. The company started producing basketball cards again in 1969 and continued until 1982, but then abandoned the market for another decade, missing out on printing the prized rookie cards of Michael Jordan and other mid- and late-1980s National Basketball Association stars. Topps finally returned to basketball cards in 1992, several years after its competitors. This would be perfect timing, because 1992 was the rookie year of Shaquille O'Neal.
In the United Kingdom, where football stickers have been popular over roughly the same period of time as trading cards, Topps acquired the old Amalgamated and British Confectionery firm in 1974, bringing its production methods and card style to Britain. Topps also makes cards for the Scottish Professional Football League. Under its Merlin brand, it has the licence to produce stickers for the Premier League and the national team. Its main competition is the Italian firm Panini. Until 2019, Topps made 'Topps Premier League' stickers and the Match Attax trading card game,[32] and since 2015 it has produced stickers and trading cards for the UEFA Champions League.
In 2008, Topps gained the rights to production of WWE trading cards. The first variation of cards were aptly titled Slam Attax, a play on words of the previously popular football trading card game Match Attax (also made by Topps). The first set was released in late 2008 in the U.K., and it was then later released in the United States in mid-2009. This later proved to be a pattern for subsequent Slam Attax sets and variations, with the U.K. getting an earlier release than the U.S.. After failing to take off, Topps ceased production of Slam Attax cards in the U.S. after only two sets, whilst continuing the line in the U.K. and in Europe where in contrast the brand had become more popular. It remains today one of the longest running Topps brands in the U.K..
In 2008, Topps and Zuffa, LLC signed an exclusive agreement to produce mixed martial arts trading cards. Among the included cards were current and former athletes from the UFC.
Non-sports products
Originally, Topps was purely a gum company, and its first product was simply called "Topps gum". Other gum and candy products followed. In imitation of Bowman and other competitors, Topps eventually began producing humor products unrelated to sports. This included stickers, posters (Wanted Posters, Travel Posters), media tie-ins (Rowan & Martin's Laugh-In), book covers (Batty Bookcovers) and toys (Flying Things), plus offbeat packaging (Garbage Candy). More recently, the company published comic books and games.
Non-sports trading cards
As its sports products relied more on photography, Topps redirected its artistic efforts toward non-sports trading cards, on themes inspired by popular culture. For example, the Space Race prompted a set of Space Cards in 1958. Topps has continued to create collectible cards and stickers on a variety of subjects, often targeting the same adolescent male audience as its baseball cards. In particular, these have covered movies, television series, and other cultural phenomena ranging from the Beatles to the life story of John F. Kennedy. The many Star Wars card series have done well, with a few exceptions. Future screenwriter Gary Gerani ("Pumpkinhead') joined the company in 1972 and became the editor/writer of almost all movie and television tie-in products, most notably the numerous Star Wars sets, while also creating and helming original card properties such as 1988's Dinosaurs Attack!.
Many Topps artists came from the world of comics and continued to work in that field as well. The shift from sports to other topics better suited the creative instincts of the artists and coincided with turmoil in the comic book industry over regulation by the Comics Code Authority. Beginning at Topps when he was a teenager, Art Spiegelman was the company's main staff cartoonist for more than 20 years. Other staffers in Topps' Product Development Department at various times included Larry Riley, Mark Newgarden, Bhob Stewart and Rick Varesi. Topps' creative directors of Product Development, Woody Gelman and Len Brown, gave freelance assignments to leading comic book illustrators, such as Jack Davis, Wally Wood and Bob Powell. Spiegelman, Gelman and Brown also hired freelance artists from the underground comix movement, including Bill Griffith and Kim Deitch and Robert Crumb. Jay Lynch did extensive cartooning for Topps over several decades.
Drawing on their previous work, these artists were adept at things like mixing humor and horror, as with the Funny Monsters cards in 1959. The 1962 Mars Attacks cards, sketched by Wood and Powell and painted by Norman Saunders, later inspired a Tim Burton movie. A tie-in with the Mars Attacks film led to a 1994 card series, a new 100-card Archives set reprinting the 55 original cards, plus 45 new cards from several different artists, including Norm Saunders' daughter, Zina Saunders.
Among Topps' most notable achievements in the area of satire and parody have been Wacky Packages, a takeoff on various household consumer products, and Garbage Pail Kids, a parody of the Cabbage Patch Kids dolls. Another popular series was the Civil War News set, also with Norman Saunders' artwork.
Earlier, particularly in the early and mid-60s, Topps thrived with several successful series of parody and satire cards for a variety of occasions, usually featuring artists who also worked at Mad magazine. There were several insult-valentine card series, plus a series of insult epigram cards called Wacky Plaques, several series of well-known-product advertising parody cards, a set of cards featuring the 'mad car-driver cartoons' of artist Big Daddy Roth, and a card-sticker series of fanciful bizarre 'rejected aliens' from other planets, among other semi-subversive outrageous over-the-top concepts designed for the semi-rebellious adolescent boomer market.
Although baseball cards have been Topps' most consistently profitable item, certain fads have occasionally produced spikes in popularity for non-sports items. For a period beginning in 1973, the Wacky Packages stickers managed to outsell Topps baseball cards, becoming the first product to do so since the company's early days as purely a gum and candy maker. Pokemon cards would accomplish the same feat for a few years starting in 1999. In the absence of new fads to capitalize on, Topps has come under pressure from stock analysts, since its sports card business is more stable and has less growth potential.
In 2015 Topps started to expand its non-sports category by adding more TV shows, as well as sci-fi with its brand-new Star Wars line (expanding into its own Topps virtual card app, similar to Topps BUNT), as well as Doctor Who, with regular autographs as well as vintage cut autographs, screen-worn relics, and more.
Trading cards are traditionally associated with sports; baseball cards are especially well-known. Cards dealing with other subjects like Pokemon are often considered a separate category from sports cards, known as non-sports trading cards. These often feature cartoons, comic book characters, television series and film stills. In the 1990s, cards designed specifically for playing games became popular enough to develop into a distinct category, collectible card games. These games are mostly fantasy-based gameplay. Fantasy art cards are a subgenre of trading cards that focus on the artwork. The game with the highest number of unique cards and one of the most successful is Magic: the Gathering.
Trade cards are the ancestors of trading cards. Some of the earliest prizes found in retail products were cigarette cards—trade cards advertising the product (not to be confused with trading cards) that were inserted into paper packs of cigarettes as stiffeners to protect the contents. Allen and Ginter in the U.S. in 1886, and British company W.D. & H.O. Wills in 1888, were the first tobacco companies to print advertisements. A couple years later, lithograph pictures on the cards with an encyclopedic variety of topics from nature to war to sports — subjects that appealed to men who smoked - began to surface as well. By 1900, there were thousands of tobacco card sets manufactured by 300 different companies. Children would stand outside of stores to ask customers who bought cigarettes for the promotional cards. Following the success of cigarette cards, trade cards were produced by manufacturers of other products and included in the product or handed to the customer by the store clerk at the time of purchase. World War II put an end to cigarette card production due to limited paper resources, and after the war cigarette cards never really made a comeback. After that collectors of prizes from retail products took to collecting tea cards in the UK and bubble gum cards in the US.
------------------------------
The Topps Company, Inc. is an American company that manufactures chewing gum, candy, and collectibles. Based in New York City, Topps is best known as a leading producer of American football, baseball, basketball, ice hockey, soccer, and other sports and non-sports themed trading cards.
It is currently the only baseball card manufacturer with a contract with Major League Baseball. Topps also produces cards under the brand names Allen & Ginter and Bowman.
Topps itself was founded in 1938,[5] but the company can trace its roots back to an earlier firm, American Leaf Tobacco. Founded in 1890 by Morris Shorin, the American Leaf Tobacco Co. imported tobacco to the United States and sold it to other tobacco companies. (American Leaf Tobacco should not be confused with the American Tobacco Company, which monopolized U.S.-grown tobacco during this period.)
American Leaf Tobacco encountered difficulties during World War I, as it was cut off from Turkish supplies of tobacco, and later as a result of the Great Depression. Shorin's sons, Abram, Ira, Philip, and Joseph, decided to focus on a new product but take advantage of the company's existing distribution channels. To do this, they relaunched the company as Topps, with the name meant to indicate that it would be "tops" in its field. The chosen field was the manufacture of chewing gum, selected after going into the produce business was considered and rejected.
At the time, chewing gum was still a relative novelty sold in individual pieces. Topps’ most successful early product was Bazooka bubble gum, which was packaged with a small comic on the wrapper. Starting in 1950, the company decided to try increasing gum sales by packaging them together with trading cards featuring Western character Hopalong Cassidy (William Boyd); at the time Boyd, as one of the biggest stars of early television, was featured in newspaper articles and on magazine covers, along with a significant amount of "Hoppy" merchandising. When Topps next introduced baseball cards as a product, the cards immediately became its primary emphasis.
The "father of the modern baseball card" was Sy Berger. In the autumn of 1951, Berger, then a 28-year-old veteran of World War II, designed the 1952 Topps baseball card set with Woody Gelman on the kitchen table of his apartment on Alabama Avenue in Brooklyn. The card design included a player's name, photo, facsimile autograph, team name and logo on the front; and the player's height, weight, bats, throws, birthplace, birthday, stats and a short biography on the back. The basic design is still in use today. Berger would work for Topps for 50 years (1947–97) and serve as a consultant for another five, becoming a well-known figure on the baseball scene, and the face of Topps to major league baseball players, whom he signed up annually and paid in merchandise, like refrigerators and carpeting.
The Shorins, in recognition of his negotiation abilities, sent Sy to London in 1964 to negotiate the rights for Topps to produce Beatles trading cards. They also tried hockey. Arriving without an appointment, Sy succeeded by speaking in Yiddish to Brian Epstein, the Beatles’ manager.
Berger hired a garbage boat to remove leftover boxes of 1952 baseball cards stored in their warehouse, and rode with them as a tugboat pulled them off the New Jersey shore. The cards were then dumped into the Atlantic Ocean. The cards included Mickey Mantle's first Topps card, the most valuable card of the modern era. No one at the time, of course, knew the collector's value the cards would one day attain. Currently, a pack of 1952 Topps baseball cards is worth at least $5,000.
In 1951, Topps produced its first baseball cards in two different sets known today as Red Backs and Blue Backs. Each set contained 52 cards, like a deck of playing cards, and in fact the cards could be used to play a game that would simulate the events of a baseball game. Also like playing cards, the cards had rounded corners and were blank on one side, which was colored either red or blue (hence the names given to these sets). The other side featured the portrait of a player within a baseball diamond in the center, and in opposite corners a picture of a baseball together with the event for that card, such as "fly out" or "single."
Topps changed its approach in 1952, this time creating a much larger (407 total) set of baseball cards and packaging them with its signature product, bubble gum. The company also decided that its playing card model was too small (2 inches by 2-5/8 inches) and changed the dimensions to 2-5/8 inches by 3-3/4 inches with square corners. The cards now had a color portrait on one side, with statistical and biographical information on the other. This set became a landmark in the baseball card industry, and today the company considers this its first true baseball card set. Many of the oil paintings for the sets were rendered by artist Gerry Dvorak, who also worked as an animator for Famous Studios. In 1957, Topps shrank the dimensions of its cards slightly, to 2-1/2 inches by 3-1/2 inches, setting a standard that remains the basic format for most sports cards produced in the United States. It was at this time Topps began to use color photographs in their set.
The cards were released in several series over the course of the baseball season, a practice Topps would continue with its baseball cards until 1974. However, the last series of each year did not sell as well, as the baseball season wore on and popular attention began to turn towards American football. Thus cards from the last series are much scarcer and are typically more valuable (even commons) than earlier series of the same year. Topps was left with a substantial amount of surplus stock in 1952, which it largely disposed of by dumping many cards into the Atlantic. In later years, Topps either printed series in smaller quantities late in the season or destroyed excess cards. As a result, cards with higher numbers from this period are rarer than low numbers in the same set, and collectors will pay significantly higher prices for them. The last series in 1952 started with card No. 311, which is Topps' first card of Mickey Mantle, and remains the most valuable Topps card ever (and the most valuable post-1948 card). The 1952 Topps Mantle is often mistakenly referred to as Mickey's rookie card, but that honor belongs to his 1951 Bowman card (which is worth about a third of the 1952 Topps card).
The combination of baseball cards and bubble gum was popular among young boys, and given the mediocre quality of the gum, the cards quickly became the primary attraction. In fact, the gum eventually became a hindrance because it tended to stain the cards, thus impairing their value to collectors who wanted to keep them in pristine condition. It (along with the traditional gray cardboard) was finally dropped from baseball card packs in 1992, although Topps began its Heritage line, which included gum, in the year 2001.
In addition to baseball, Topps also produced cards for American football in 1951, which are known as the Magic set. For football cards Bowman dominated the field, and Topps did not try again until 1955, when it released an All-American set with a mix of active players and retired stars. After buying out Bowman, Topps took over the market the following year.
Since then, Topps sold football cards every season until 2016. However, the emergence of the American Football League (AFL) in 1960 to compete with the established National Football League also allowed Topps' competitors, beginning with Fleer, to make inroads. Fleer produced a set for the AFL in 1960, sets for both leagues for a year, and then began focusing on the AFL again. Philadelphia Gum secured the NFL rights for 1964, forcing Topps to go for the AFL and leaving Fleer with no product in either baseball or football.
Although more competitive for a time, the football card market was never as lucrative as the market for baseball cards, so the other companies did not fight as hard over it. After the AFL-NFL Merger was agreed to, Topps became the only major football card manufacturer beginning in 1968. In spite of the lack of competition, or perhaps to preempt it, Topps also created two sets of cards for the short-lived United States Football League in the 1980s. Many NFL legends had their first ever cards produced in the USFL sets. These players include Steve Young, Jim Kelly, and Reggie White. This resulted in a controversy when these players debuted in the NFL. Many wondered if the USFL cards should be considered rookie cards because the league did not exist anymore. The situation continued until growth in the sports card market generally prompted two new companies, Pro Set and Score, to start making football cards in 1989.
Throughout the 1970s until 1982, Topps did not have the rights to reproduce the actual team logos on the helmets and uniforms of the players; curiously, these could be found on the Fleer sets of the same era, but Fleer could not name specific player names (likely an issue of Topps holding the National Football League Players Association license and Fleer holding the license from the league). As a result, helmet logos for these teams were airbrushed out on a routine basis.
After the 2015 football season, Panini was awarded an exclusive license by the NFL for producing football cards. 2016 was the first year Topps did not produce football cards since 1955.
Trading cards for other sports
Topps also makes cards for other major North American professional sports. Its next venture was into ice hockey, with a 1954 set featuring players from the four National Hockey League franchises located in the U.S. at the time: the Boston Bruins, Chicago Blackhawks, Detroit Red Wings, and New York Rangers.
In 1958, the O-Pee-Chee Company of London, Ontario, Canada, entered into an agreement with Topps to produce NHL cards (the 1957–58 series) and Canadian football cards (the 1958 series). O-Pee-Chee then started printing its own hockey and football cards in 1961. Similarly, the Topps Company struck agreements with Amalgamated and British Confectionery in the United Kingdom and Scanlen's in Australia.
In 1967, with the major expansion of six new NHL teams to the United States, the Topps Company produced a new hockey card set that paralleled the 1966–67 O-Pee-Chee hockey design (the basic television design was in fact first used for 1966 Topps American football series). Starting in 1968–69, the Topps Company started printing an annual Topps hockey set that was similar to the annual O-Pee-Chee hockey set. The Topps and O-Pee-Chee hockey sets shared a similar design from 1968–69 to 1981–82 and from 1984–85 to 1991–92.
Topps first sold cards for basketball in 1957,[9] but stopped after one season. The company started producing basketball cards again in 1969 and continued until 1982, but then abandoned the market for another decade, missing out on printing the prized rookie cards of Michael Jordan and other mid- and late-1980s National Basketball Association stars. Topps finally returned to basketball cards in 1992, several years after its competitors. This would be perfect timing, because 1992 was the rookie year of Shaquille O'Neal.
In the United Kingdom, where football stickers have been popular over roughly the same period of time as trading cards, Topps acquired the old Amalgamated and British Confectionery firm in 1974, bringing its production methods and card style to Britain. Topps also makes cards for the Scottish Professional Football League. Under its Merlin brand, it has the licence to produce stickers for the Premier League and the national team. Its main competition is the Italian firm Panini. Until 2019, Topps made 'Topps Premier League' stickers and the Match Attax trading card game,[32] and since 2015 it has produced stickers and trading cards for the UEFA Champions League.
In 2008, Topps gained the rights to production of WWE trading cards. The first variation of cards were aptly titled Slam Attax, a play on words of the previously popular football trading card game Match Attax (also made by Topps). The first set was released in late 2008 in the U.K., and it was then later released in the United States in mid-2009. This later proved to be a pattern for subsequent Slam Attax sets and variations, with the U.K. getting an earlier release than the U.S.. After failing to take off, Topps ceased production of Slam Attax cards in the U.S. after only two sets, whilst continuing the line in the U.K. and in Europe where in contrast the brand had become more popular. It remains today one of the longest running Topps brands in the U.K..
In 2008, Topps and Zuffa, LLC signed an exclusive agreement to produce mixed martial arts trading cards. Among the included cards were current and former athletes from the UFC.
Non-sports products
Originally, Topps was purely a gum company, and its first product was simply called "Topps gum". Other gum and candy products followed. In imitation of Bowman and other competitors, Topps eventually began producing humor products unrelated to sports. This included stickers, posters (Wanted Posters, Travel Posters), media tie-ins (Rowan & Martin's Laugh-In), book covers (Batty Bookcovers) and toys (Flying Things), plus offbeat packaging (Garbage Candy). More recently, the company published comic books and games.
Non-sports trading cards
As its sports products relied more on photography, Topps redirected its artistic efforts toward non-sports trading cards, on themes inspired by popular culture. For example, the Space Race prompted a set of Space Cards in 1958. Topps has continued to create collectible cards and stickers on a variety of subjects, often targeting the same adolescent male audience as its baseball cards. In particular, these have covered movies, television series, and other cultural phenomena ranging from the Beatles to the life story of John F. Kennedy. The many Star Wars card series have done well, with a few exceptions. Future screenwriter Gary Gerani ("Pumpkinhead') joined the company in 1972 and became the editor/writer of almost all movie and television tie-in products, most notably the numerous Star Wars sets, while also creating and helming original card properties such as 1988's Dinosaurs Attack!.
Many Topps artists came from the world of comics and continued to work in that field as well. The shift from sports to other topics better suited the creative instincts of the artists and coincided with turmoil in the comic book industry over regulation by the Comics Code Authority. Beginning at Topps when he was a teenager, Art Spiegelman was the company's main staff cartoonist for more than 20 years. Other staffers in Topps' Product Development Department at various times included Larry Riley, Mark Newgarden, Bhob Stewart and Rick Varesi. Topps' creative directors of Product Development, Woody Gelman and Len Brown, gave freelance assignments to leading comic book illustrators, such as Jack Davis, Wally Wood and Bob Powell. Spiegelman, Gelman and Brown also hired freelance artists from the underground comix movement, including Bill Griffith and Kim Deitch and Robert Crumb. Jay Lynch did extensive cartooning for Topps over several decades.
Drawing on their previous work, these artists were adept at things like mixing humor and horror, as with the Funny Monsters cards in 1959. The 1962 Mars Attacks cards, sketched by Wood and Powell and painted by Norman Saunders, later inspired a Tim Burton movie. A tie-in with the Mars Attacks film led to a 1994 card series, a new 100-card Archives set reprinting the 55 original cards, plus 45 new cards from several different artists, including Norm Saunders' daughter, Zina Saunders.
Among Topps' most notable achievements in the area of satire and parody have been Wacky Packages, a takeoff on various household consumer products, and Garbage Pail Kids, a parody of the Cabbage Patch Kids dolls. Another popular series was the Civil War News set, also with Norman Saunders' artwork.
Earlier, particularly in the early and mid-60s, Topps thrived with several successful series of parody and satire cards for a variety of occasions, usually featuring artists who also worked at Mad magazine. There were several insult-valentine card series, plus a series of insult epigram cards called Wacky Plaques, several series of well-known-product advertising parody cards, a set of cards featuring the 'mad car-driver cartoons' of artist Big Daddy Roth, and a card-sticker series of fanciful bizarre 'rejected aliens' from other planets, among other semi-subversive outrageous over-the-top concepts designed for the semi-rebellious adolescent boomer market.
Although baseball cards have been Topps' most consistently profitable item, certain fads have occasionally produced spikes in popularity for non-sports items. For a period beginning in 1973, the Wacky Packages stickers managed to outsell Topps baseball cards, becoming the first product to do so since the company's early days as purely a gum and candy maker. Pokemon cards would accomplish the same feat for a few years starting in 1999. In the absence of new fads to capitalize on, Topps has come under pressure from stock analysts, since its sports card business is more stable and has less growth potential.
In 2015 Topps started to expand its non-sports category by adding more TV shows, as well as sci-fi with its brand-new Star Wars line (expanding into its own Topps virtual card app, similar to Topps BUNT), as well as Doctor Who, with regular autographs as well as vintage cut autographs, screen-worn relics, and more.
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