Your Information Resource for Vintage Baseball Cards
eNews Issue #80 (December 2010)

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Welcome to Old Cardboard, the most complete reference resource for information about collecting vintage baseball cards and related memorabilia.  More information about this eNewsletter and its companion website and magazine are found at the bottom of this page.

1. Updated Auction and Show Calendar
2. Featured Card Set: 1940s V410 "Cracker Jack"
3. Latest Additions to the Website
4. "Batter-Up" Wrapper Origins Revealed
5. News Briefs (A Digest of Recent Hobby Happenings)

1. Updated Auction and Show Calendar

The following is a summary of vintage card events coming up in the next 30-45 days. For the most current listings on additional vintage card shows and auctions, see the Key Events Calendar on the Old Cardboard website.

OC eNewsletter Sponsor

December 2010

7Phone/Internet Classic Corner Sports Memorabilia Auction (see website for details).
8-9Phone/Internet Legendary Auctions (see website for details).
9Phone/Internet Sports & Americana Auction #6 (see website for details).
9Phone/Internet Sirius Sportscards (see website for details).
11Phone/Internet Memory Lane Auction (see website for details).
16Phone/Internet Collectible Classics Auction (see website for details).
17Phone/Internet Leland's Catalog Auction (see website for details).
21Internet 2010 Old Cardboard Texas Hold'em Tourney #12 (details).

2. Featured Card Set: 1940s V410 "Cracker Jack"

Most vintage baseball card collectors are familiar with two popular and closely related series most commonly known as the E145 "Cracker Jack" sets. For a comprehensive article on these sets written by longtime hobbyist Lew Lipset, see Old Cardboard Issue #9 ("1914-15 E145 Cracker Jack: American as Baseball and Apple Pie," p. 16-23).

Much less known to collectors is a multisport "Cracker Jack" series produced in Canada in the 1940s. The set was produced by Walter M. Lowney Company of Montreal under license from the Cracker Jack Company of Chicago.

The multisport Canadian issue, designated as set V410 in the American Card Catalog, contains a total of 48 cards representing 24 different sports. Each sport is represented on two cards. One of the cards features an illustration of "Yesterday" (the early days of the sport) and the other of "Today" (depicting the sport as it existed in the 1940s when the set was produced).

The two "baseball" cards from the set are displayed here. The 2-1/2 by 3-inch cards are shown at 70% of actual size.

As seen, the card backs carry the series title ("Sport--Yesterday and Today") at the top and state that the series totals 48 cards. All cards are then numbered and the subject sport named along with the number of the companion card for that sport, followed by a brief description of the card front.

A Cracker Jack sponsorís ad is printed at the bottom of the card backs, clearly identifying the licensing arrangement between the two companies and where the product was produced.

Cards from the set are not rare (but not always readily found) and not expensive (usually under $8-$10).

Overall, the V410 Cracker Jack series is a colorful, interesting and informative set and a necessary addition for type collectors who are attempting to add cards from all baseball-related ACC-numbered sets to their collections.

A V410 Set Profile is provided on the Old Cardboard website.

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3. Latest Additions to the Website

We are continually expanding the Old Cardboard website with more set profiles, checklists and card galleries. Recent (past 30-40 days) additions include:

Set Profiles have been added for:
1928   Tabacalera la Morena
1934   Beich "Batter-Up" Candy Wrapper

Set Checklists have been added for:
1926-27   W512   Strip Card Set
1928   W513   Strip Card Set

Set Galleries have been added for:
1926-27   W512   Strip Card Set
1928   W513   Strip Card Set

Updating the website with checklists and full set galleries for additional vintage sets is an ongoing project, so check back often to check out the latest additions. There are now many thousands of card images on the website and the list continues to grow. We welcome and encourage feedback with checklist additions, card images, error corrections and suggestions. Please send all input to

4. "Batter-Up" Wrapper Origins Revealed

In the few encounters that vintage collectors have had with the mysterious baseball-themed wrapper shown here, it has been erroneously linked to the 1934-36 R318 Batter-Up high number series produced by the National Chicle Company.

The manufacturer's imprint on the wrapper and recent research of U. S. Patent and Trademark Office (PTO) records, however, show conclusively that the wrapper was used in the mid-1930s to distribute candy of a now unknown flavor manufactured by the Paul F. Beich (pronounced "bike") Company of Bloomington, IL.

While the products of both companies were manufactured during the same period, there seems to be little else connecting them. And unfortunately, there is no indication that Beich Company candy included any baseball cards wrapped with the product.

The colorful blue and yellow wrapper measures 3-3/4 by 7-1/2 inches. The text printed below the Batter-Up logo states that the contents weigh three-quarters of an ounce and that the contents were produced by the Beich Company with facilities located in Bloomington and Chicago.

PTO records show that the Batter-Up trademark application was filed in June of 1934 by the Paul F. Beich Company located at "Lumber and Grove Streets" in Bloomington. The trademark was assigned Registration Number 0324458 the following May. The filing, which includes a graphic of the logo as shown here, states that the brand was first used in commerce in April of 1934. The "Goods and Services" category is stated as "candy" but no further product details are provided.

The Paul F. Beich Candy business started in 1892 and the company became a leading producer of candy for fundraisers, as well as the military and NASA.

For many decades, the company oprerated with plants in Bloomington (see postcard at left) and Chicago.

After more than ninety years of family ownership, the company was sold to Nestle Candy Company in 1984 and the operation changed its name to Kathryn Beich Inc., a Nestle Co.

In 1999, the manufacturing and fund-raising units were split. Nestle dropped the Beich name from the plant but kept it for the fundraising products.

Lincolnshire Equity, a New York-based investment fund purchased the Beich fundraising operation in 2002.

A "Beich Candy Wrapper" Profile Page has been added to the Old Cardboard website and the wrapper image has been added to the Gallery of Wrappers page of the Reference section.

5. News Briefs (A Digest of Recent Hobby Happenings)

2011 Show Schedule Updates. Get a head start in making plans for next year's vintage card shows. Most key shows for 2011 (including the 32nd annual National Sports Collectors Convention to be held August 4-8 in Rosemont, IL) have now been added to the Key Events Calendar on the Old Cardboard website.

More on Baseball Gloves. Reader David Cunningham has recently completed a new book, "Baseball Gloves Merge with America's Past," in which he links the evolution of fielders gloves with other early twentieth-century events. The 56-page 8-1/2 by 11-inch book is heavily illustrated in full color and available for $24.99 postpaid. For more information, contact the author at

Lyman and Brett Hardeman
Old Cardboard, LLC.

Old Cardboard, LLC. was established in December 2003, to help bring information on vintage baseball card collecting to the hobbyist.  Produced by collectors for collectors, this comprehensive resource consists of three components: (1) Old Cardboard Magazine, (2) a companion website at and (3) this eNewsletter. The Old Cardboard website contains more than 500 pages of descriptive reference information for baseball card sets produced fifty years ago or longer.  Each of these set summaries has a direct set-specific link to auctions and a similar link to 's powerful search engine for further research.  The website also includes a Show and Auction Calendar, an eBay Top 50 Vintage Sellers List, and much more.  As a result, the Old Cardboard website makes a great "Alt-tab" companion for vintage card shoppers and researchers.  Old Cardboard eNews provides current hobby news, upcoming shows and auctions, and updates to the website and the magazine.  It is published around the middle of each month.  For a FREE subscription to the eNewsletter, or for subscription information on Old Cardboard Magazine, please visit the website at  If you find this information resource helpful, please tell your friends.  We need your support and your feedback. Thank you.