Fleer countered this by issuing cards that featured retired players and greats from baseball.
In the 1980's, Fleer and another similar company, Donruss, issued their own sets of baseball cards along with puzzle pieces and collectible stickers instead of gum.
Unfortunately, in 2005 Fleer went bankrupt and was purchased by Donruss.
Today, Upper Deck still produces products with the Fleer name.
Fleer was unable to achieve the same success of the Topps company.