Topps Puts Digital Twist on Baseball Cards

In bygone days, kids gathered around in small groups to trade baseball cards of much-beloved star players. But today's kids are playing baseball video games on smartphones -- a fact of digital life that hasn't escaped Topps, the top manufacturer of baseball cards. To mark the beginning of baseball's 2012 season, Topps is venturing into the digital world in hopes of reinventing its legacy brand.
While the company began making bubble gum in 1938, Topps' claim to fame was the introduction of baseball cards in 1952. These wondrous little pieces of cardboard carried color photos of players on the front and thumbnail bios on the back. Packs of cards, which included a stick of bubble gum until 1992, became cherished possessions. Eventually, as baseball fans grew up, they recognized the value of the cards, particularly rare ones, as collectibles. Now "trophy cards," some with original autographs, have become hot items with adult collectors.

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