THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: SUNDAY, June 26, 1994 TAG: 9406260254
SECTION: SPORTS PAGE: C15 EDITION: FINAL
SOURCE: BY BRIAN L. BIGELOW, SPECIAL TO THE VP/LS
DATELINE: 940626 LENGTH: Medium
Cards of O.J. have always been priority items on collector want-lists. He has been seen as a personable Hall-of-Famer and his on-field exploits of the 1970's are recent enough that many collectors have first-hand memories of his accomplishments.
{REST} Additionally, he has remained in public view as an actor and product-spokesman. All of these aspects of his favorable image contribute to the stable, and relatively high, prices of Simpson collectibles.
Simpson made his debut on cards in the 1970 products of the TOPPS company. His card in the 1970 regular set, (NU)90, is considered his rookie card. It is the key number in the set, having long been established as the most expensive single card in the 263-card 1970 issue. Its value has, for several years, remained consistent at $100 to $125.
TOPPS was testing and trial-marketing a variety of cards in 1970. As a consequence, there are actually three other Simpson quasi-rookies and the 1970 `Super', the super-glossy, and the Four in one, an odd little tear-off card board stamp. (All of these items display the same pictorial image that appeared on 1970 TOPPS (NU)90. Apparently, TOPPS got carried away with the innovation, but neglected to obtain different photographs.) These three non-mainstream issues are significantly scarcer than the regular card, but their lack of prominence has kept values moderate: They retail for $25 to $50 each.
O.J.'s career continued to be covered by TOPPS cards: He appeared in each year's regular set from 1971 to 1979. Those cards range in price from $35-40 down to $4-5 for the most recent issues in 1978 and 1979.
In early 1994, the Roger Staubach football-card set appeared, as a modern showcase of retired players. Issued by the Ted Williams Card Company, it provides new glimpses of old favorites. Naturally, O.J. is included: On a regular card, a textured-surface special insert card. These new issues are worth 25(CT) to $3 each.
Collectibles of O.J. aren't limited to cards. Recent `going prices' for other items include $75 for a single signed official NFL football and $25 for an autographed 8x10 color photograph.
All of the prices quoted in this description were accurate. ... until last week. Since then, the market for O.J. has changed dramatically.
Demand for Simpson items has suddenly soared and, even though his regular cards and signed items aren't particularly scarce, the available supply is proving to be inadequate. Near-hysterical buying has been taking place, especially in California and prices have been rising steadily.
The 1970 rookie card has been trading at prices as high as $250; values of other Simpson cards have nearly doubled, as well.
The exact basis for this mini-panic is uncertain. It is possible that fans and hobbyists are making purchases as some kind of supportive gesture: He is in our thoughts, so we need to have his cards. Perhaps it is a way of making history, the way we saved the Look and Life magazines with JFK on the covers. Or, unfortunately, it could be a macabre perception of the cards as newly-desirable investment items.
Whatever the reason, market conditions are altered for cards and collectibles that remind us of O.J. Simpson. The hobby wishes him well, and remembers him warmly; for the moment, though, the daily news reports have sent his card-prices into turmoil. by CNB