Fleer
Agree with Jim. In 1960, 61 and 62 Fleer was trying to break into the baseball card market with packs and gum, since that was the market standard set by Bowman and then Topps. Since by then most MLB players had exclusive contracts with Topps for distribution of their likeness with gum ( or candy), Fleer first went the retired player route. But sales, although decent in 60, dropped in 61 and further dropped in 62, so their "2nd series" of the 61 set was discontinued earlier and purchased less frequently.
In 63 they went to modern players, packaged with a cookie to avoid the exclusive Topps confection contracts. But even though that set is well thought of today, cookies and cards did not sell well and that set was discontinued after the "first series" for poor sales rather than Topps litigation as is commonly thought
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