Fleer

Fleer anderson card

Dee Clark 1960

Fleer Corporation was an American confectionery and collectible card company founded in 1885 by Frank H. Fleer. The company is best known for developing the first bubble gum, Blibber-Blubber, in 1906, although it was not commercially successful until the development of Dubble Bubble in 1928. Fleer was a pioneer in the trading card industry, producing notable sports and non-sports trading cards. The company's contributions to the collectible card market have left a lasting impact on both the confectionery and collectible industries.

History

Fleer's journey began in Philadelphia, Pennsylvania, when Frank H. Fleer started a confectionery business. The company initially focused on various confectionery products before venturing into the bubble gum market. In 1906, Fleer experimented with bubble gum recipes, leading to the creation of Blibber-Blubber. However, due to its sticky nature and the inability to be chewed properly, it was not a market success.

The breakthrough came in 1928 when Fleer's employee, Walter Diemer, invented Dubble Bubble, the first commercially successful bubble gum. This innovation featured a pink color, which became standard for bubble gum, and was less sticky, making it easier to chew and blow bubbles. Dubble Bubble's success propelled Fleer into a leading position in the confectionery market.

In the 1950s, Fleer entered the trading card market, initially producing cards for non-sporting events and characters before moving into the sports arena. The company faced stiff competition from Topps, which held exclusive contracts with many baseball players. Fleer challenged Topps' monopoly in the courts, leading to a landmark decision in 1980 that allowed Fleer to produce baseball cards featuring current players.

Trading Cards

Fleer's foray into trading cards significantly diversified its product line. The company produced cards for various sports, including baseball, basketball, and American football, as well as non-sport cards. Fleer's sports cards from the 1980s and 1990s are particularly notable for collectors, featuring rookie cards of many future Hall of Famers.

In 1992, Fleer acquired SkyBox International, further expanding its range of sports and entertainment cards. The company continued to innovate in the trading card market, introducing premium quality cards and limited edition sets that appealed to collectors.

Decline and Sale

Despite its innovations and strong brand, Fleer faced financial difficulties in the early 2000s. The company declared bankruptcy in 2005, and its assets were divided among several buyers. Upper Deck acquired Fleer's name and trading card business, continuing to produce cards under the Fleer brand.

Legacy

Fleer's legacy in the confectionery and collectible card industries is significant. The company's innovations, particularly in bubble gum and trading cards, have had a lasting impact. Fleer's contributions to the trading card market, including its legal battles for competition and its introduction of premium and limited edition cards, have shaped the industry.