A Legacy in Cardboard: The Story of Topps, Upper Deck, Leaf, and Panini

Trading cards have been a beloved part of collecting culture for decades, offering fans a tangible connection to their favorite sports, entertainment icons, and historical moments. Behind these small pieces of cardboard are companies that have shaped the industry with innovation, competition, and a passion for storytelling. Four giants—Topps, Upper Deck, Leaf, and Panini—stand out for their contributions. Let’s dive into their origins, home countries, and the products that have made them household names among collectors.

Topps: The American Pioneer

Topps, founded in 1938, is the elder statesman of trading card manufacturers. Based in the United States, specifically New York City until its acquisition by Fanatics in 2022, Topps traces its roots to the American Leaf Tobacco company, established by Morris Shorin in 1908. His sons—Abram, Ira, Philip, and Joseph—shifted focus to chewing gum and, eventually, trading cards. The name “Topps” reflected their ambition to be the best in the field.

The company entered the card market in 1951 with its first baseball sets, Red Backs and Blue Backs, designed like playing cards. By 1952, Topps paired cards with its signature Bazooka bubble gum, creating a formula that dominated the industry. Today, Topps is synonymous with baseball cards, producing iconic sets like Topps Series 1, Bowman, and Chrome. Beyond baseball, it has ventured into football, basketball, hockey, and entertainment lines like Star Wars and WWE, though it lost NFL and NBA licenses in recent years. Its products range from affordable packs to high-end releases like Topps Dynasty, often featuring autographs and memorabilia.

Upper Deck: The Game Changer

Upper Deck burst onto the scene in 1989, a relative newcomer compared to Topps. Founded in California, USA, by Richard McWilliam, the company aimed to elevate trading cards with superior quality. Its debut baseball set, priced at a then-premium $1 per pack, featured glossy finishes, tamper-proof packaging, and a hologram for authenticity. The 1989 Ken Griffey Jr. rookie card became an instant classic, cementing Upper Deck’s reputation.

Upper Deck revolutionized the industry by introducing autographed cards and premium designs. Though it lost its MLB license in 2009, it remains a powerhouse in hockey (with an exclusive NHL deal), basketball, and golf. Its products, like SP Authentic and Ultimate Collection, cater to collectors seeking high-end cards with on-card autographs and relics. Upper Deck also pioneered digital collecting with its e-Pack platform, blending physical and virtual experiences.

Leaf: The Independent Spirit

Leaf’s story is more complex, with roots in both confectionery and cards. Originally part of Leaf International, a confectionery company founded in the 1940s by Sol S. Leaf in Chicago, USA, it entered the trading card market in 1948 with baseball sets. After mergers and acquisitions, including a stint under Huhtamäki Oyj in 1983, the modern Leaf Trading Cards emerged in 2010 as an independent entity based in Dallas, Texas. Unlike its peers, Leaf operates without major league licenses, focusing on unlicensed products.

Leaf produces cards across sports—baseball, football, basketball, boxing, and more—often featuring retired players, prospects, or pop culture figures. Sets like Leaf Metal and Leaf Autographed Memorabilia emphasize autographs and unique designs, appealing to collectors who value creativity over official logos. Without MLB or NFL ties, Leaf carves a niche with affordability and variety, including entertainment-themed releases.

Panini: The Global Contender

Panini, founded in 1961 by brothers Giuseppe and Benito Panini in Modena, Italy, began as a sticker company tied to soccer. Its first FIFA World Cup sticker album in 1970 marked its rise as a global brand. Expanding into trading cards, Panini entered the U.S. market in 2009 by acquiring Donruss, a former baseball card maker. Today, Panini America, based in Irving, Texas, operates as its U.S. arm, while the parent company remains Italian.

Panini dominates licensed sports cards, holding exclusive NBA and NFL deals (until 2025-2026, when Fanatics takes over) and producing NCAA, UFC, and soccer cards. Its flagship lines—Prizm, Select, and National Treasures—offer vibrant parallels, autographs, and memorabilia swatches. Panini also excels in soccer with FIFA and UEFA sets, blending its sticker heritage with modern card innovation. Despite losing some licenses, its unlicensed baseball cards (e.g., Donruss) remain popular.

A Competitive Legacy

These four companies have shaped collecting through distinct approaches. Topps, with its American roots and baseball legacy, set the standard. Upper Deck raised the bar with quality and innovation. Leaf thrives as an independent, license-free player, while Panini brings global flair and modern flair. Together, they offer everything from nostalgic gum packs to million-dollar autographed relics, ensuring trading cards remain a vibrant passion for generations.

Additional Notable Card Manufacturers

1. Fleer
   • When Started: Founded in 1885, began card production in the 1920s.
   • Country: United States (Philadelphia).
   • What They Produce: Originally a gum manufacturer, Fleer started making baseball cards in 1923. It gained fame in the 1980s with NBA and NFL cards, notably the 1986 Michael Jordan rookie card. The brand ceased as an independent entity in 2005 when Upper Deck acquired it, but its name occasionally appears in Upper Deck releases.
   • Significance: Classic sports cards, especially baseball and basketball.
2. Donruss
   • When Started: Founded in 1954, cards from 1981.
   • Country: United States (Memphis, Tennessee).
   • What They Produce: Donruss debuted with baseball cards in 1981, known for sets like “Diamond Kings.” It later expanded to NFL and NHL cards. Acquired by Panini in 2009, it now operates under Panini America, focusing on unlicensed baseball and nostalgia sets (e.g., Donruss Optic).
   • Significance: Innovative designs and affordable sets.
3. Score
   • When Started: 1988.
   • Country: United States.
   • What They Produce: Launched under Sportflics, Score was the first major football card brand with an NFL license. It later included baseball and basketball. Panini acquired it in 2010, and it now focuses primarily on football (e.g., Score Football).
   • Significance: Affordable, mass-market sports cards.
4. Bowman
   • When Started: 1948.
   • Country: United States.
   • What They Produce: Initially an independent brand, Bowman specialized in baseball cards, particularly rookies (e.g., Mickey Mantle’s 1951 card). Topps bought it in 1956, and it now operates as a Topps sub-brand, focusing on prospect and rookie baseball cards (e.g., Bowman Draft).
   • Significance: Specialist in rookie cards.
5. O-Pee-Chee (OPC)
   • When Started: 1911 (as a candy company), cards from 1934.
   • Country: Canada (Ontario).
   • What They Produce: Known for hockey cards, especially among NHL fans, OPC also produced Topps-licensed baseball cards for Canada in the 1960s and 70s. Upper Deck took over its hockey license in 2007, but the name persists in nostalgic releases.
   • Significance: Canadian hockey heritage.

Other Worthy Mentions

• Sportkings: Started in 2007 (USA), focuses on premium multi-sport cards, often with autographs.
• Sage: Since the 1990s (USA), produces unlicensed football and basketball rookie cards.
• Tristar: From 1987 (USA), specializes in autographed sports and entertainment cards.