TUCSON — Baseball cards, in danger of becoming the sentimental keepsakes of baby boomers, are getting a digital, computerized face-lift.
Earlier this month, Topps Company paired with Total Immersion to launch a new line of baseball trading cards that generate a three-dimensional image on a computer. Simply hold the card in front of a standard webcam — a camera attached to your computer — and the image springs to life. It’s called “augmented reality,” a combination of a real image with a virtual one.
Topps, which began producing baseball cards in 1951, hopes the new technology will attract kids ages 8-12, kids who now forsake baseball cards for high-tech video games.
“We talked to a lot of kids who liked the idea of having a traditional baseball card in their hands, swapping them with friends and things like that,” said Steve Grimes, chief digital officer at Topps. “But given the information age we live in, kids can get stats and information off the Internet or “SportsCenter,” so the cards need to have some other uses. We started looking at how to make the cards more fun and more valuable.”
The new cards — which resemble traditional cards with the player’s stats and background — come with codes in every pack. Fans then log into , select the player on the code card and hold the card under a webcam. The player pops up onscreen. There are currently 33 major-leaguers — one from each team, plus a few extras — making their 3-D debut. Chipper Jones, for instance, represents the Atlanta Braves, while slugger Ryan Howard represents the Philadelphia Phillies. The Rockies player selected by Topps is third baseman Garrett Atkins.
When the card is rotated, the viewer sees a full 3-D image on the screen. Using technology supplied by Total Immersion, a French company, card collectors also can play elementary pitching, batting and catching games by using the keyboard.
“It’s really amazing, like something from ‘Star Trek’ or a Harry Potter movie,” Grimes said. “I can hit the ‘S’ key on my computer, for instance, and Chipper Jones’ 3-D figure will take batting practice on the screen.”
This year, Topps is expected to ship 10 million packs of Series 1 (12 cards for $2) and Topps Attax cards (five for $1) to stores around the country. Bill’s Sports Collectibles on South Broadway should have them in stock soon.
“I think some kids are always going to like collecting baseball cards,” said owner Bill Vizas. “But something innovative like this might get more kids interested.”
Scott Kelnhofer, editor of Card Trade, said the cards have a chance to attract new fans.
“We’ve seen several attempts by companies to introduce high tech into baseball cards, but they really haven’t stuck,” Kelnhofer said. “Those were more like CD-ROMs, and collectors didn’t think of them as baseball cards. But these new cards still maintain the traditional features. You can swap them, display them on your desk or put them in a book.”
The baseball card business certainly needs a boost. The Wall Street Journal reported that baseball cards were a $1.2 billion industry in 1991 and is down to around $200 million in yearly revenue now, according to Major League Baseball Properties.
Tucson resident Jared Garza, 29, has collected baseball cards since 1991. On a recent morning at Hi Corbett Field, he was trying to persuade visiting Oakland A’s players to sign cards. He thinks the new-age cards could entice kids to begin collecting.
“I think it’s pretty cool to have a card come to life like that,” Garza said. “But I still get excited about coming to the games and getting some autographs. So I guess I’m old school that way. All the kids today are so into technology, but maybe these new cards will get their interest.”
Staff writer Patrick Saunders can be reached at 303-954-1428 or psaunders@denverpost.com
House of cards
From the time Topps began producing baseball cards in 1951 through the mid-1990s, trading baseball cards was big business. But the industry has been in a steep decline for more than a decade. Here’s what happened and some reasons why:
1989: Upper Deck arrives on the scene. It sells card packs for $1, too costly for many kids. The new cards feature glossy stock and improved photography and graphics, but no bubblegum.
1991: The Wall Street Journal reports baseball cards is a $1.2 billion industry, an all-time high.
Early 90s: Topps, Fleer, Donruss and a number of new companies begin producing slick, more expensive cards, targeting nostalgic baby boomers with money. Kids are left behind.
1994: The baseball strike deals a huge blow to the card industry.
1990s to present: Kids turn to video games for entertainment and the Internet for stats and profiles of their favorite players. And the steroids scandal hurt card sales.
May 2005: Fleer, the company responsible for breaking Topps’ baseball card monopoly in 1981, goes out of business.
2005: Net worth of the baseball card industry tumbles to an estimated $250 million.
Patrick Saunders, The Denver Post
Sources: The Wall Street Journal, Christian Science Monitor, Brandweek, Card Trade
