Fleer

Fleer Corporation

Fleer Corporation Logo

The Fleer Corporation was an American company founded in 1885 that was primarily known for its production of bubble gum and trading cards. The company played a significant role in the development of the trading card industry, particularly in the realm of sports cards.

History

Fleer was established by Frank H. Fleer in Philadelphia, Pennsylvania. Initially, the company focused on producing confections, but it soon became a pioneer in the development of bubble gum. In 1906, Fleer developed the first bubble gum, known as "Blibber-Blubber," which was not successful due to its sticky texture. However, in 1928, Fleer employee Walter Diemer created a new formula that led to the successful launch of "Dubble Bubble," the first commercially successful bubble gum.

Trading Cards

Fleer trading card featuring a baseball player

Fleer entered the trading card market in the 1920s, initially producing cards featuring non-sports subjects. In the 1950s, the company began producing baseball cards, which became a major part of its business. Fleer was involved in a legal battle with Topps over the rights to produce baseball cards, which led to a landmark antitrust case in the 1980s. This case eventually allowed Fleer to produce cards featuring active Major League Baseball players, breaking Topps' monopoly on the market.

In addition to baseball cards, Fleer produced cards for other sports, including basketball, football, and hockey. The company was known for its innovative designs and high-quality products, which helped to establish its reputation in the trading card industry.

Cultural Impact

Fleer cards became a cultural phenomenon, particularly during the 1980s and 1990s, when trading cards were highly popular among collectors. The company's products were known for their vibrant designs and the inclusion of special inserts, such as autographed cards and memorabilia pieces, which added to their appeal.

Acquisition and Legacy

In 1992, Fleer was acquired by Marvel Entertainment Group, which expanded its reach in the entertainment and collectibles market. However, the trading card industry faced challenges in the late 1990s and early 2000s, leading to a decline in demand. In 2005, Fleer filed for bankruptcy and its assets were acquired by Upper Deck Company, which continues to produce trading cards under the Fleer brand.

Fleer's legacy in the trading card industry is significant, as it helped to shape the market and set standards for quality and innovation. The company's products remain highly sought after by collectors and enthusiasts.

Related Pages

• Topps
• Upper Deck Company
• Trading card
• Bubble gum