Topps had beaten back Bowman. In 1963, it set out to foil Fleer.

The upstart Philadelphia company had spent 1960 through 1962 producing baseball card sets of old timers. Ruth, Gehrig, Johnson, Cobb and other pre-War stars came to life again, but for kids who never saw any of them play, the cards wouldn't stack up against a fresh set of modern players.

Topps had a stranglehold on the gum card industry in the early 1960s, so Fleer tried to sneak into the game by creating its own cards and putting them in packs highlighted by a cherry-flavored cookie. No gum, no problem thought Fleer. But it didn't turn out that way.

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Sports Collectors Daily
July 22, 2009

Nice read...if it was 1964, then I would have to chase this set down..

Richard would have been so proud.....

For the cookies ? Or for the cards ?