For 14 years in the 1970s and early 1980s, the Kellogg's cereal company provided Topps with virtually the only meaningful national competition in the baseball card market. Kellogg's kicked off its baseball card program in 1970 with a 75-player set of simulated 3-D cards. Single cards were available in selected brands of the company's cereal, while a mail-in programe offered complete sets. The 3-D effect was achieved by the sandwiching of a clear color photo between a purposely blurred stadium background scene and a layer of ribbed plastic. The relatively narrow dimension of the card, 2-1/4" X 3-1/2" and the nature of the plastic overlay seem to conspire to cause the cards to curl, often cracking, the plastic layer, if not stored properly. This one shows HOFer Rod Carew and it's a GEM MINT card with four razor corners and 50-50 centering.