Back in the Sixties, monster buffs didn't just watch scary movies...they built scary models and collected scary cards.   Now, monster card expert Bob Exposito brings back those days of...

MONSTER CARD MANIA

By Bob Esposito

One might think that the golden age of horror films (approximately 1931-1948) would have produced a respectable amount of collector cards featuring the horror film greats of the period. A "Who's Who" of collectible cardboard monsters featuring various Lugosis, Karloffs, Chaneys, Carradines, Atwills and Zuccos, all at their diabolical best. Monsters, vampires, creatures, mad scientists and zombies all nicely packaged and slabbed with bubble gum for a monster hungry public.

One might think this would have been the case, but it just never happened.

In a way, card producers of the era can't be totally blamed for their inaction. At the time (as well as today), the American public was heavily divided in their opinion as to what should be considered "appropriate" entertainment. The Hays Office (the self censoring arm of early Hollywood) was formed during this period and held the power to heavily censor any film it considered to be a subverter of "good taste and wholesome viewing." And it was the rare horror film submitted to the Hays Office that did not receive a moral lecture and a lengthy list of "suggested" changes. For many adults of the period, monster movies were little more than "trash" meant to satisfy the most "common" of film fans and woe be it to any card producer that might consider selling pictures of monsters to children. The certain hostility that would be generated by a significant segment of the population could spell industrial suicide to the company that dared take the chance.  On rare occasion, English trading cards might feature an "in-character" shot of an actor closely associated with the horror genre, such as Boris Karloff...

Karloff card

However, the image used for the card would 99% of the time be an "out-of-character" studio publicity shot focusing on the actorıs position as a "movie star," and not as a "horror star."  Colin "Dr. Frankenstein" Clive, for example...

Clive card

From 1931-1948 (and beyond, as we shall see) no American trading card ever featured Frankenstein's Monster, Dracula, The Mummy, The Wolf Man, King Kong, etc.  For card collectors, monsters were as invisible as the Invisible Man (who likewise never made it to a trading card.)

The end of World War II brought a slight rethinking of yesteryear's monsters and the American consciousness was slowly realizing that vampires and werewolves were not the major horror on the international scene. Fresh memories of Nazism, the then current spread of Communism, the beginning of the Cold War (with its atomic implications) were the new horrors of the day and America relaxed, just a bit, regarding its cinematic monsters.   Moving into the Fifties, trading card makers had a second opportunity to go wild! A new wave of Sci-Fi films was packing theaters and card producers had the chance to capture on cardboard an entirely fresh mother load of atomically inspired monsters, creatures, big bugs and alien invaders.

Apparently though, whatever degree America had ³relaxed² about itıs cinematic monsters, was not enough to coax a set of monster cards out of card producers. It would take until the fall of 1959 before the first card set ever created depicting monsters and targeted squarely at monster fans would be released. Produced by Topps, the set was called "Youıll Die Laughing."

"You'll Die Laughing" 1959 card

This was a big step for any card company to take, and though Topps was willing to assume the risk, they were playing it safe. Instead of exploiting monster movie's horror angles, "Youıll Die Laughing" (also known as "Funny Monsters") aimed its monsters right at the collectorıs funny bone, employing wacky monster jokes and humorous artwork provided by celebrated artist Jack Davis.

Dracula, The Wolf Man, Frankensteinıs Monster and The Mummy (drawn in generic form) were all featured in "Youıll Die Laughing." Mixed and matched among the classic monsters could also be found a zany assortment of generic creeps, ghouls and spooks which succeeded in creating a humorous, yet "safe" card set of funny monster mayhem.   Topps guessed Mom might not approve of strangling, bludgeoning, and neck biting, but she would probably tolerate goofy monster jokes!

Still, Topps wasnıt taking any chances with possible controversy from American mothers, teachers and preachers, so they decided to release the set under their Bubbles, Inc. brand name which they successfully used previously to distribute their Elvis Presley (another no less controversial figure) cards in 1956.  When the final results were in, Topps did receive a fair amount of negative feedback to their monster card efforts, but sales were staggering and "Youıll Die Laughing" was considered a solid hit.

With the success of "Youıll Die Laughing," the rush was on to create additional monster card sets. The combined production of monster cards by Topps, Rosan, Philadelphia Gum and other card makers throughout the Sixties was enormous and consequently, for todayıs collectors, this period has come to be affectionately known as "The Classic Age of Monster Cards."

The following is a partial list of the major monster card sets released between 1959 and 1973. Also listed are several "non-monster" card sets such as "The Addams Family", and "The Outer Limits" as these sets also appeal to monster card collectors. Prices listed are for Nrmt ("Near Mint" in hobby lingo) cards and are rough estimates only. One can expect to find that different card "price guides" vary in their value reporting.

  • 1959 "You'll Die Laughing" (AKA: "Funny Monsters")
    Producer: Topps.  Cards in set: 66.  Set cost (Nrmt): $125-$150.
    Card cost (Nrmt): $2.00-$3.00 ea.
  • 1961 "Horror Monsters" (Green)
    Producer: Nu-Card
    Cards in set: 66
    Set cost (Nrmt): $600-$700
    Card cost (Nrmt): $8.00-$10.00 ea. (Shortprints higher.)
    Uncut panels of two: $15.00-$20.00 ea.  Card backs come in grey or white. Shortprints are very difficult to come by and don't be surprised to find sellers asking stratospheric prices.

"Horror Monsters" card

  • 1961 "Horror Monsters" (Orange)
    Producer: Nu-Card
    Cards in set: 66 (#67-146)
    Set cost (Nrmt): $350-$400
    Card cost (Nrmt): $3.50-$5.00 ea.
    Variations: Card #102 (The Electronic Monster) can be found with a promotional "send-in offer" back. #102 cards with this back usually sell for $100-$150 in top grade.  Set comments: Basically a continuation of "Horror Monsters (Green)", though many people collect it as its own set.

"Spook Stories" card

  • 1961 "Spook Stories"
    Producer: Leaf
    Cards in set: 144
    Stickers in set: 48
    Set cost (Nrmt): $500-$600
    Card cost (Nrmt): Series I (1-72) $2.00-$3.00 ea.
    Card cost (Nrmt): Series II (73-144) $5.00-$7.00 ea.
    Sticker set cost: $750.00
    Sticker cost: $15.00 ea.
    Variations: Spook Stories backs can be found with a variation that features the ghost's eyes jumping out of it's head.  Series I cards are common in low grades and slightly more difficult to locate in top grade. Several of the Series II cards are difficult to come by. Stickers are extremely scarce.  Note: Obtain stickers from a reputable dealer as counterfeit stickers have been found.

"Mars Attacks" card

  • 1962 "Mars Attacks"
    Producer: Bubbles, Inc. (Topps)
    Cards in set: 55
    Set cost (Nrmt): $1,500-$2,500 (See below.)
    Card cost (Nrmt): (#1) $100.00-$175.00
    Card cost (Nrmt): (2-54) $25.00-$35.00 ea.
    Card cost (Nrmt): (#55 Checklist) $350.00-$475.00
    Wrapper cost: $800+
    Empty box cost : How high is up?
    Unopened box cost: Buying a time machine to go back and get one would be cheaper!   This is the big one!  Some sets are more expensive, but few are more in demand. At the time of distribution, Topps must have anticipated strong parental reaction owing to the set's blood and gore content which is high even by todayıs standards, so "Mars Attacks" was released carrying Topps' alter ego brand name Bubbles, Inc.  From novice flea market sellers to baseball card dealers, it seems everyone knows this is one hot set. Don't even attempt to piece together a set if you're looking for good deals. There's something about the phrase "Mars Attacks" that instantly puts dollar signs in any seller's eyes and you may never again experience such "creative pricing" when buying any other cards.  Thus the wide set and card price range listed above.
  • 1963 "Famous Monsters" (AKA: "Famous Monsters Series")
    Producer: Rosan
    Cards in set: 64
    Set cost (Nrmt): $125-$150
    Card cost (Nrmt): $2.00-$3.00 ea.
    Variations: Card #'s 14 and 31 found with 3 different backs. Card #'s 3 and 49 found with 5 different backs. All other numbers can be found with 4 different backs.  Originally sold as a complete set, rather than via packs, Famous Monsters is routinely found in set form, and in fairly decent condition. Singles can be located, but perhaps not as easily as with some other sets. Though crudely manufactured, this is a favorite set among collectors owing to it's relatively low price. Centering is a problem with many cards in the set and one should not be as particular with ³Famous Monsters² as with other sets.
  • 1963 "Monster Flip Movies"
    Producer: Topps
    Cards/Books in set: 18/36 (See "comments.")
    Set cost (Ex): Complete set of "single" books $300-$350. 
    Complete set of "paired" books $450-$500.
    Card cost (Ex): Single books $10.00 ea.
    Card cost (Ex): Paired books $20.00-$25.00 ea.  Books issued in "attached pair" form. Today, books are mostly found as detached pairs. Intact pairs naturally command a premium. Weak paper makes these tough to find in top condition.

"Monster Laffs" cards

  • 1960's "Monster Laffs"
    Producer: Topps
    Cards in set: 66
    Set cost (Nrmt): $40-$60
    Card cost (Nrmt): $1.00 ea.  The last remaining Sixties monster card set to not have had a major price jump, "Monster Laffs" in top grade are relatively easy to come by. Originally sold exclusively in clear cello packs without gum, today many cards survive in nice condition as they were not soiled by gum stains. A "find" of "Monster Laffs" about 10 years ago is only now beginning to slightly dry up.
  • 1963 "Monster Laffs" (Midgees)
    Producer: Topps
    Cards in set: 153
    Set cost (1-153 Nrmt singles): $300-$350
    Set cost (1-153 Nrmt 3 card panels): $2,000 +
    Card cost (Nrmt): Series I (1-108) 75˘-$1.00 ea.
    Card cost (Nrmt): Series II (109-153) $3.00-$5.00 ea.  Same idea as "Monster Laffs" only 1/3 the size. Cards originally sold in three-card attached panels. Naturally most cards are found today in detached condition. Stories of collectors attempting to piece together complete panel sets for over 10 years are not uncommon. Most collections are naturally comprised of single cards with perhaps a few panels thrown in as "type cards."

"Monster Magic Action" card

  • 1963 "Monster Magic Action"
    Producer: Abbey Vending
    Cards in set: 24
    Viewing lens: $5.00
    Set cost (Nrmt): $15-$20.00
    Card cost (Nrmt): $1.00-$2.00 ea.  Cards are 3-D and feature generic monsters. Cards are routinely found in complete set form with accompanying viewer lens (if you're offered a set without the lens, don't buy it!) Singles are not easily found.
  • 1963 "Terror Monsters" (Green and Purple)
    Producer: Rosan
    Cards in set: 130
    Set cost (Nrmt): $600-$700
    Card cost (Nrmt 1-64 Green): $5.00-$6.00 ea.
    Card cost (Nrmt 67-132 Purple): $7.00-$9.00 ea.
    Important note: Card #'s 65 and 66 were never issued.
    Bonus Cards: 2 different bonus cards were randomly distributed. They are unnumbered and normally sell in the $100-$150 range (ea.).  Purple cards come with two different back designs and jokes. Green cards have different jokes.

"Addams Family" card

  • 1964 "The Addams Family"
    Producer: Donruss
    Cards in set: 66
    Set cost (Nrmt): $300-$350
    Card cost (Nrmt): $5.00-$7.00 ea.  One of the most popular sets from the Sixties. Demand is always high, but fortunately nice condition cards are relatively easy to locate.
  • 1964 "The Munsters"
    Producer: Leaf
    Cards in set: 72
    Stickers in set: 16 un-numbered stickers
    Set cost (Nrmt): $400-$500
    Card cost (Nrmt): $5.00-$7.00 ea.
    Sticker set cost (Nrmt): $225-$275
    Sticker cost (Nrmt): $10.00-$15.00 ea.  Very popular set in the same "spirit" as "The Addams Family" set. High gloss fronts are easily scratched and/or scored, so move the card around under a decent light when grading. Cards are also subject to wax stains on back. Shortprints exist and are somewhat tougher to find. #1 and #72 cards sell strongly at significantly higher prices. Some stickers are easy to locate, others are much tougher to find.
  • 1964 "The Outer Limits"
    Producer: Bubbles, Inc. (Topps)
    Cards in set: 50
    Set cost (Nrmt): $500-$600
    Card cost (Nrmt): $8.00-$12.00.  Immensely popular set. Cards incorporate a black border area that easily wears, chips and scuffs making top grade cards very difficult to locate.  Severe shortprints exist making set completion a major task. Note: Beware of "touch ups!" This happens when someone uses black paint or a marker to repair worn edges and corners. Examine the side of the card, if you see any traces of black- don't buy it! Outside edges should be uniformly gray.

"King Kong" card

  • 1965 "King Kong" (Test Issue) (Topps)
    Producer: Topps
    Cards in set: 55
    Set cost (Nrmt): $7,000 +
    Card cost (Nrmt): $125-$175 ea.  Set description: Another issue from Topps that was canceled after a very brief test release. Cards are extremely difficult to find and the seller can basically name their own price.
  • 1965 "King Kong" (Regular Issue)
    Producer: Donruss
    Cards in set: 55
    Set cost (Nrmt): $300-$350
    Card cost (Nrmt): $4.00-$6.00 ea.
    Important note: For reasons known only to Donruss, there is no card #16, but there is a card #00.  Set comments: A popular set in which top grade cards are not so easily found. Inferior paper was used and cards are often found in "Vg" to "Ex" condition. Don't let this dissuade you, though. A King Kong set in reasonably nice condition is a fun set to own.

"Monster Cards" card

  • 1965 "Monster Cards"
    Producer: Rosan
    Cards in set: 84
    Set cost (Nrmt): $125-$175
    Card cost (Nrmt): $2.00-$3.00 ea.  Off-centering and printing gaffs run rampant on many cards (especially cards #1-10) with many slight miscuts. If your looking for "dead Nrmt" cards for this set, you will find some, but your grandkids may have to complete the set for you. If you're looking for a fun set with some rough edges, this set's a good candidate.
  • 1965 "Monster Greetings"
    Producer: Topps
    Cards in set: 50
    Set cost (Nrmt): $150-$200
    Card cost (Nrmt): $2.50-$3.50 ea.  Illustrated fronts (non-monstrous) with illustrated monster humor backs. In the spirit of "Funny Valentines."
  • 1966 Frankenstein Stickers
    Producer: Topps
    Stickers in set: 44
    Set cost (Nrmt): $700-$850
    Sticker cost (Nrmt): $12.00-$15.00 ea.  Set comments: A very difficult and highly sought after set. Several boxes (opened and unopened) have recently come onto the market from the Florida area, but these are already being vacuumed up by the hobby.  This is a case where the wrapper is much easier to find than are the stickers. There's no satisfactory explanation for this, it's just the way it is. Wrappers routinely sell in the $12.00-$15.00 range.
  • 1967 "Terror Tales"
    Producer: Topps
    Cards in set: 88
    Set cost (Nrmt): $900-$1,000
    Card cost (Nrmt): $10.00-$12.00.  Severe shortprints sell at substantially higher prices.  Wrapper states that these cards are called "Movie Monsters", but nobody calls the set by this name.

"Dark Shadows" card

  • 1969 "Dark Shadows" (Green)
    Producer: Philadelphia Gum
    Cards in set: 66
    Set cost (Nrmt): $300-$350
    Card cost (Nrmt): $4.00-$5.00.  "Green" refers to the green border on each card. The paper used to make all (Pink and Green) Dark Shadows cards wears very easily and top grade cards are not too easy to find.
  • 1968 "Dark Shadows" (Pink)
    Producer: Philadelphia Gum
    Cards in set: 66
    Set cost (Nrmt): $300-$350
    Card cost (Nrmt): $4.00-$5.00.  "Pink" refers to the pink border on each card. The paper used to make all (Pink and Green) "Dark Shadows" cards wears very easily and top-grade cards are not too easy to find. This set is technically called "Barnabas Wallet Photos" owing to the name on the box and wrapper. However, everyone calls them "Dark Shadows (Pink)."

"You'll Die Laughing" 1973 card

  • 1973 "You'll Die Laughing" (AKA: "Creature Feature")
    Producer: Topps
    Cards in set: 128
    Set cost (1-128 Nrmt): $100-$150
    Card cost (Nrmt): Series I #1-60 75˘-$1.00 ea.
    Card cost (Nrmt): Series II #61-128 $1.00-$1.50 ea.  This is Topps second use of the "Youıll Die laughing" title, though it is a completely different card set using photos instead of illustrations. In total, Topps would issue 3 different sets under the "Youıll Die Laughing" name (1959, 1973 and 1980).  Paper stock is very weak which effects corner and edge wear (examine closely before buying.) Also, blurry images are a severe problem with this set and attention should be paid to image registration when purchasing to avoid disappointment later on.

While many equally important card sets have been released since 1973, never again would card makers crank out the monsters in such numbers as they did in the 1960ıs. And while many of these sets have exploded in price over the years, many complete sets can still be had in "Ex" condition or better for under $200.00.

One can only wonder...if there really did exist a monster card set from the 1930ıs or 1940ıs, what might its value be? Oh well, they probably would have gotten thrown out with the baseball cards too!

Thanks, Bob!  The classic monster cards are a fun way of remembering the Sixties monster era...even if you weren't around then!  Cheers! 

Article copyright Bob Esposito.  Visit his website. 

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