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O-Pee-Chee

O-Pee-Chee Company Ltd. was a prominent Canadian confectionery manufacturer founded in 1911 in London, Ontario, by brothers John McKinnon McDermid and Duncan Hugh McDermid, initially specializing in chewing gum production under the name derived from the Ojibwe word "opichi," meaning "robin." The company expanded into trading cards in the 1930s, becoming renowned for its licensed sports card sets, particularly those featuring National Hockey League (NHL) players, which were often packaged with gum and distributed primarily in Canada. Its hockey card series, starting with the 1933-34 set, captured key eras of the sport and included iconic items like the 1979 Wayne Gretzky rookie card, which sold for $3.75 million in 2021, underscoring O-Pee-Chee's enduring legacy in sports memorabilia. Beyond hockey, O-Pee-Chee produced baseball cards under (MLB) licensing from the onward, as well as cards tied to popular culture, such as Star Wars films and the TV series Happy Days, reflecting its broad appeal in the collectibles market. The company maintained a close partnership with U.S.-based , adapting their designs for Canadian distribution while often including bilingual text and additional cards tailored to local interests, such as more extensive coverage of Canadian hockey players. By the mid-1990s, amid the sports card market boom and bust, O-Pee-Chee faced financial challenges, filing for in 1995 before its candy operations were acquired by in 1996. Although the original company ceased independent operations, the O-Pee-Chee brand persisted through licensing agreements; revived it for s in 1997, and Upper Deck acquired the rights in 2006, continuing to release annual O-Pee-Chee sets, including the 2025-26 edition with a 600-card base set featuring marquee rookies and all-stars. This evolution highlights O-Pee-Chee's transition from a regional gum maker to a globally recognized name in history, with its headquarters now repurposed as an apartment complex.

History

Founding and Early Years

O-Pee-Chee Gum Company was established in March 1911 by brothers John McKinnon (J.K.) McDermid and Duncan Hugh (D.H.) McDermid in , initially focusing on the production of as part of the growing Canadian confectionery industry. The brothers, who had previously worked in the paper box manufacturing sector, acquired facilities to launch their venture, drawing inspiration from the name "O-Pee-Chee," derived from the word for "robin." Their inaugural product, Gipsy , was introduced shortly thereafter, packaged in affordable one-cent paper wrappers to appeal to a broad consumer base and quickly gained popularity in local markets. In 1921, the McDermids restructured the business by selling it to a and incorporating it as , a public entity with family members holding key shareholder positions and headquarters remaining in . This formalization supported expansion during and the interwar years, when demand for affordable treats rose amid economic shifts, leading to factory upgrades and diversification beyond gum into mints and other candies. By the 1930s and 1940s, the had broadened its lineup to include products like gum, a distinctive flavored chew launched amid postwar recovery efforts. To stimulate sales during the financially strained , O-Pee-Chee briefly incorporated non-sports trading cards as promotional inserts in select gum packages, marking an early foray into bundled incentives. The posed significant hurdles, with the company operating at a loss for much of due to reduced on non-essentials like candy. brought further disruptions through wartime rationing of sugar and other commodities, drastically curtailing gum and confectionery output—O-Pee-Chee largely halted production during this era. In response, the firm pivoted to fulfill government contracts, manufacturing and alternative goods to sustain operations until postwar demand revived the core business by the mid-1950s.

Entry into Trading Cards

O-Pee-Chee, founded in as a Canadian company specializing in gum and candy, entered the industry in 1933 by launching the V304A set. This 48-card series represented the company's independent venture into sports cards, showcasing black-and-white photographs of NHL players against colorful backgrounds, with card backs featuring bilingual biographies in English and to target the Canadian audience. Throughout , O-Pee-Chee expanded its offerings to include non-sports cards inserted into packages, such as aviation-themed sets like the 1939 Fighting Forces series depicting and military scenes, alongside other popular themes to engage young collectors. The company continued producing key sets, including the 1934-35 series (V304B) with 24 cards and the 1937-38 series (V304E) with 48 cards, maintaining the bilingual format to serve English- and French-speaking markets in . These efforts built on the initial success of the 1933-34 set, which included legends like . Economic challenges led to a production hiatus for the 1938-39 hockey season amid the Great Depression's lingering effects, following the release of five series in 1937-38. The 1940-41 set, a 50-card oversized issue measuring 5 by 7 inches with sepia-toned images, served as a final pre-war effort before halted operations due to material shortages. production remained suspended during and immediately after the war, with resumption occurring in the late 1950s. Central to O-Pee-Chee's early strategy was bundling cards as premiums with gum and candy products, a tactic designed to drive sales by incentivizing children to buy multiple packs in pursuit of complete sets. This approach, common in the Canadian market, helped differentiate O-Pee-Chee from competitors and fostered collector loyalty through accessible, affordable inserts.

Partnerships with U.S. Companies

In 1958, O-Pee-Chee entered into a landmark marketing agreement with the U.S.-based Company, securing exclusive Canadian rights to produce and distribute trading cards for , , and using Topps' designs and licensing. This partnership allowed O-Pee-Chee to leverage Topps' established artwork and player images while tailoring products for the domestic market, effectively positioning O-Pee-Chee as the primary provider of sports cards in without direct U.S. competition. The agreement included exclusivity clauses that restricted Topps from selling its cards directly in Canada, ensuring O-Pee-Chee's market dominance and fostering mutual profitability through shared . O-Pee-Chee adapted ' sets to better suit Canadian consumers, incorporating bilingual English and French text on card backs starting in 1970 to comply with federal bilingualism requirements. These modifications enhanced accessibility in and other French-speaking regions, distinguishing O-Pee-Chee cards from their U.S. counterparts while maintaining core designs. Notable examples of market-specific content included the 1964 trading cards, a full Canadian replication of Topps' black-and-white and color series with 64 cards each, featuring exclusive packaging and distribution tailored for North American . The partnership significantly boosted O-Pee-Chee's production scale, enabling annual releases that mirrored Topps' output but with localized tweaks, such as the O-Pee-Chee baseball sets from 1965 to 1994 comprising hundreds of cards per year focused on MLB players. This collaboration expanded distribution through Canadian retailers and increased overall volume, with O-Pee-Chee producing millions of cards annually by the 1970s to meet growing demand in sports collecting. Legally, the exclusivity terms protected O-Pee-Chee's position against potential rivals, though they also tied the company's trading card success closely to Topps' innovations and MLB/NHL licensing stability.

Acquisition and Licensing

In the early 1990s, O-Pee-Chee faced significant financial challenges due to in the North American sports card industry, which led to reduced operations and a strategic shift away from expanding its lines. The company's president, Gary Koreen, noted that the industry was recovering from excess supply, prompting O-Pee-Chee to limit new sports card releases, such as adhering to NHLPA restrictions on set quantities shared with licensee . These pressures culminated in a filing in 1995 and the subsequent 1996 sale of O-Pee-Chee's candy division assets to , effectively ending the company's independent production and marking the cessation of its overall operations. Following the transaction, whose terms were not publicly disclosed, the O-Pee-Chee brand name was retained separately for trading cards. Post-sale, Topps retained and licensed the O-Pee-Chee name for limited releases from 1996 to 2004, building on its prior partnership with the company. In 2007, Upper Deck acquired the O-Pee-Chee brand rights from , enabling the revival of products under its ownership. The transition sparked legal disputes, including a 2009 filed by against Upper Deck, alleging over design similarities in the 2009 O-Pee-Chee set that echoed historical Topps/O-Pee-Chee aesthetics. The parties settled the case through in November 2009, with Upper Deck agreeing to undisclosed terms that prohibited future use of those specific designs. Under Upper Deck's stewardship, the O-Pee-Chee brand has been licensed exclusively for trading cards, reflecting its long-term agreement with the NHL and NHLPA, while restrictions stemming from the loss of licensing in 2010 and the lawsuit settlement have precluded revivals of series beyond 2009.

Products

Confectionery Items

O-Pee-Chee began as a confectionery company specializing in chewing gums and expanded into various candies, establishing itself as a key player in the Canadian market. The company's inaugural product was Gipsy Gum, introduced in 1911 as an affordable one-cent treat wrapped in paper, marking the start of its focus on accessible family-oriented sweets. Over the decades, O-Pee-Chee developed core gum lines, including Thrills, launched in the 1940s with initial flavors of peppermint, spearmint, and cachou, the latter evolving into a distinctive rosewater profile often described as soap-like, which became a hallmark of the brand by the 1950s and 1960s through flavor experimentation. Under licensing agreements, O-Pee-Chee produced imported gum varieties such as , adapting them for Canadian distribution alongside its originals. The company also diversified into other confections, including mints from its early years and, in the 1970s and 1980s, licensed novelty items like and , positioning these as fun, shareable treats for children. Packaging featured bilingual English-French labels to serve 's diverse market, with promotional tie-ins like trading cards inserted in gum packs to boost sales and appeal to young consumers. Production was centered at the London, Ontario factory, originally opened in 1911 on Adelaide Street and expanded in 1928, where the company emphasized local sourcing and scaled operations to meet national demand for everyday confections. During World War II, sugar rationing limited output to Thrills gum as the sole confectionery product, supporting wartime morale while fulfilling government contracts like dried egg powder supply. Post-war, O-Pee-Chee innovated with novel gum flavors and broader candy licensing, sustaining its role as an affordable staple until Nestlé acquired the confectionery operations in 1996.

Trading Card Series

O-Pee-Chee is renowned for its extensive lineup of trading card series, primarily focused on sports and entertainment themes, which catered to collectors in and beyond through distinctive designs and bilingual elements. The company's cards often paralleled U.S. productions but incorporated unique Canadian features, such as French-language text on the backs, appealing to bilingual markets. Formats typically included base sets with subsets for , veterans, and special inserts, packaged alongside products to encourage collecting. Themes spanned professional leagues and , emphasizing player portraits, statistics, and career highlights to engage enthusiasts. Hockey cards formed the cornerstone of O-Pee-Chee's trading card portfolio, with iconic NHL series spanning from the 1933-34 V304 set to the 1994-95 edition, capturing generations of players and pivotal moments in the sport. These sets featured standard player cards alongside rookie subsets that highlighted emerging stars, such as the highly sought-after 1979 O-Pee-Chee #18 rookie card, which depicted the young forward in colors and became a benchmark for card value due to its scarcity and cultural significance. Baseball trading cards from O-Pee-Chee ran annually from 1965 to 1994, producing MLB sets that closely mirrored designs but with adaptations for Canadian audiences, often totaling 396 cards per set to align with the U.S. counterpart's structure. These parallels included bilingual backs and occasional Canadian exclusives, such as dedicated team checklists that listed full rosters for MLB franchises, providing collectors with localized organization aids not always present in the American versions. The sets emphasized star players and league leaders, with glossy fronts showcasing action poses and career stats to foster competitive collecting. In other sports, O-Pee-Chee ventured into with CFL and NFL-themed series from 1958 to 1972, featuring 132-card sets like the 1968 edition that paralleled designs and highlighted Canadian league stars through team-specific cards and action shots. Non-sports series diversified O-Pee-Chee's offerings, with entertainment-themed sets like the 1964 collection of 64 colorful cards portraying band members in performance poses, which captured Beatlemania's fervor among young collectors. Similarly, the 1977 Star Wars series comprised 264 cards across three releases, featuring character portraits, scenes from , and trivia to immerse fans in the sci-fi universe. Card specifications across O-Pee-Chee's series adhered to the standard dimensions of 2.5 by 3.5 inches, ensuring compatibility with albums and binders while delivering a glossy finish for vibrant imagery and durability. Variations enhanced collectibility, including French-language backs for bilingual accessibility and occasional error cards, such as misprinted images or text, which appeared sporadically and added rarity to completed sets.

Legacy

Cultural Impact

O-Pee-Chee hockey cards served as an accessible and affordable gateway into NHL for Canadian youth starting in , helping to cultivate generations of dedicated fans by packaging vibrant player images with inexpensive packs. As a cornerstone of Canadian sports culture, these cards connected children to their hockey heroes and the broader world of the sport, reinforcing national passion for the game through hands-on collecting experiences. The brand evokes profound tied to mid-20th-century childhoods, particularly from the to , when youngsters across ritualistically chewed the notoriously tough O-Pee-Chee gum while sorting and trading cards on playgrounds and street corners. This era's cards, often bilingual in English and , not only entertained but also subtly promoted by familiarizing young collectors with both official languages, fostering a sense of national unity in an era of growing bilingualism policies. O-Pee-Chee's cultural footprint extends to media and popular references, with trading card series inspired by television shows like Happy Days and films such as Superman, embedding the brand in everyday pop culture entertainment for kids. These items have also appeared in books chronicling sports history and collecting, such as the Collectors Guide to O-Pee-Chee Hockey Cards 1933 to 1995, which highlights their societal resonance. In recent years, exhibits like the 2024 Western University project have showcased O-Pee-Chee artifacts to explore local London history, underscoring their role in communal memory and heritage preservation. Socially and economically, O-Pee-Chee bolstered , , community as a major employer for decades, contributing to the local economy through its candy and card production facilities while embedding itself in the fabric of Canadian childhood. Today, community sustains this legacy, with vintage sets commanding significant value in auctions; for instance, a complete 1933-34 O-Pee-Chee V304-A set (with extras from other series) sold for $15,271 in 2023, and iconic items like the 1979 rookie card have fetched up to $3.75 million. This enduring market reflects the cards' transformation from simple playthings to cherished symbols of heritage and personal nostalgia.

Modern Brand Usage

In 2006, Upper Deck acquired the rights to the O-Pee-Chee brand, enabling the company to revive it primarily for trading cards under an exclusive licensing agreement with the NHL and NHLPA. This exclusivity has allowed Upper Deck to produce annual O-Pee-Chee sets starting with the 2006-07 release, featuring comprehensive base sets, cards, and inserts that highlight current NHL players and prospects. For instance, the 2024-25 O-Pee-Chee Platinum edition includes blaster boxes with premium parallels and memorabilia cards focused on marquee like . Baseball applications have been limited since the brand's revival, with Upper Deck issuing a one-off 2009 O-Pee-Chee set as a homage to its historical designs, comprising 600 cards with retro parallels inspired by past eras. This release marked a brief return to baseball but did not lead to ongoing series, as Upper Deck's focus shifted predominantly to hockey. Occasional non-sports uses include licensed merchandise such as apparel and reprints of vintage card designs through partners like Upper Deck's e-commerce channels. A lawsuit settlement between Upper Deck and resolved disputes over design similarities in O-Pee-Chee products, permitting Upper Deck to incorporate Topps-inspired elements in future sets while prohibiting direct copies of historical layouts. This agreement, finalized in late , influenced subsequent designs, such as the shift away from exact replicas in the 2010-11 O-Pee-Chee hockey set. As of 2025, O-Pee-Chee remains a staple in the premium card market, emphasizing high-end inserts and parallels that appeal to collectors amid rising NHL viewership and trading activity on platforms like . The brand's annual releases, including the 2025-26 edition with its 600-card base set and hobby-exclusive inserts, continue to drive collector engagement through features like serial-numbered rookies and variants.

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