• Skip to main content
  • Skip to secondary menu
  • Skip to primary sidebar
  • Skip to footer
  • Home
  • About Us
    • Contact Us
    • Get Sports Collectors Daily via EMail
    • Advertise with SC Daily
    • Write for Sports Collectors Daily
    • Write About Your Sports Collection
    • Where Can I Sell My Baseball Cards?
  • Hot on eBay
    • Most Watched Graded Rookies
    • Most Watched PSA 10 Cards
    • Most Watched BGS, BVG Cards
    • Most Watched SGC Cards
    • Most Watched Baseball Cards
      • Most Watched 2023 Baseball Cards
      • Most Watched 2022 Baseball Rookie Cards
      • Bowman Chrome Cards
      • Wander Franco Cards
      • Mike Trout Cards
      • Fernando Tatis Jr. Cards
      • Babe Ruth Cards
      • Hank Aaron Cards
      • Jackie Robinson Cards:
      • Mickey Mantle Cards
      • Willie Mays Cards
      • Vintage Baseball Card Sets
      • T206 Cards
    • Most Watched Basketball
      • Top 100 Most Watched Basketball Rookie Cards
      • 100 Hottest 2022-23 NBA Rookie Cards
      • 100 Hottest 2021-22 NBA Rookie Cards
      • 100 Hottest 2020-21 NBA Rookie Cards
      • 100 Hottest 2019-20 NBA Rookie Cards
        • Zion Williamson Rookie Cards
        • Ja Morant Rookie Cards
      • Michael Jordan Cards
      • Kobe Bryant Cards
      • LeBron James Rookie Cards
      • Giannis Antetokounmpo Rookie Cards
      • Luka Doncic Rookie Cards
      • Prizm Basketball Cards
      • Panini National Treasures
    • Most Watched Football Cards
      • Most Watched NFL Rookie Cards
      • 2022 NFL Rookie Cards
        • Brock Purdy Rookie Cards
      • 2021 NFL Rookie Cards
      • 2020 NFL Rookie Cards
        • Joe Burrow Rookie Cards
        • Justin Herbert Rookie Cards
        • Jalen Hurts Rookie Cards
      • Josh Allen Rookie Cards
      • Patrick Mahomes Rookie Cards
      • Tom Brady Cards
    • Most Watched Hockey Cards
      • Top 100 Most Watched Hockey Rookie Cards
      • Most Watched 2020-21 Rookie Cards
      • Most Watched 2019-20 Rookie Cards
      • Connor McDavid Cards
      • Wayne Gretzky Cards
      • Bobby Orr Cards
    • Most Watched Soccer Cards
    • Most Watched UFC Cards
    • Most Watched Golf Cards
    • Most Watched 1 of 1 Cards
    • Most Watched Racing Cards
    • Top Sports Card Dealers on eBay
    • Most Watched Memorabilia
      • Vintage Sports Memorabilia
    • Vintage Sports Tickets, Stubs
    • Most Watched Autographs
  • Ending Soon on Ebay
    • Baseball Cards
    • Basketball Cards
    • Football Cards
    • Hockey Cards
    • Soccer Cards
    • Golf Cards
    • UFC Cards
  • Top - Ad

Sports Collectors Daily

Sports Collectors Daily

Sports collecting news - Sports cards and sports memorabilia industry news.

When you click on links to various merchants on this site and make a purchase, this can result in this site earning a commission. Affiliate programs and affiliations include, but are not limited to, the eBay Partner Network. 

  • Sports Memorabilia News
  • Sports Card News
    • Modern Sports Card News
      • New Sports Card Release Calendar
      • Shop Talk
    • Vintage Sports Card News
      • Affordable Vintage Cards, Collectibles
      • Old Baseball Card Sets
      • Old Basketball Card Sets
      • Old Football Card Sets
      • Old Hockey Card Sets
      • Vintage Pack Facts
  • Business/Industry News
    • Sports Memorabilia Business News
    • Sports Memorabilia Industry News
  • Around The Hobby
    • Editor’s Blog
    • David Cycleback’s Identification and Authentication Advice
  • Popular Stories
  • Sell Your Cards
You are here: Home / Sports Card News / Vintage Sports Card News / Old Hockey Card Sets / Mistaken Identity: 1937-38 V356 World Wide Gum Hockey Cards

Mistaken Identity: 1937-38 V356 World Wide Gum Hockey Cards

August 11, 2019 By Stephen Laroche

The largest single-issue hockey card set issued before World War II, the relatively plain 1937-38 V356 World Wide Gum release has never had a sparkling reputation in the hobby. However, it is a collection which still deserves the respect of modern fans since it is a perfect snapshot of the NHL as it edged toward the Original Six era and holds a few secrets that took decades to uncover.

Issued in a wax wrapper that featured a striking design and bold red and green elements popping out to draw in young fans, it is safely presumed that there was a stick of gum inside. The wrappers indicate how many cards are in the set and that World Wide Gum Co. Ltd. was based in Granby, Quebec, just southeast of Montreal.

The second hockey card set put out by World Wide Gum after 1933-34’s popular Ice Kings issue, this collection is certainly an ambitious one for the era as it tops out at 135 cards – a total which would remain a record in this part of the hobby until O-Pee-Chee put out a 216-card effort in 1968-69. Putting a 1937-38 World Wide Gum set together is no easy task, especially when it is difficult to find singles at times – especially in top condition. These cards are tough, but not impossible to track down, and are somewhat underrated today.

Featuring a plain black and white design and relying entirely on head shots, it is quite similar to the baseball set the company released during this era. Numbered on the front and back, the biographies are substantial and the absence of a stat line can be forgiven.

Flipping Over the Cards

The backs themselves tell an interesting story – one that your humble author discovered back in 2003. After purchasing a couple of singles at Toronto’s Sportcard & Memorabilia Expo and taking a moment to flip them over to read the biographies, I discovered an interesting fact. At the time, the hobby believed the 1937-38 V356 World Wide Gum set to have been issued in 1936-37. However, no one took the time to question this, taking it verbatim from the early price guides such as Jefferson Burdick’s American Card Catalog and the annual guides produced by Montreal-based dealer Andrew Pywowarczuk.

After checking out the bilingual backs for the entire set through some online digging, I was able to conclusively prove that this was indeed a 1937-38 release and wrote about it on my then-operational SLAM! Collectibles website. While some hobby media and grading outlets considered the facts and changed things accordingly, PSA was a bit hesitant to accept the change. This has been remedied with time, however, but there are graded cards out there which carry the 1936-37 date on the label.

Superstars and More

During the 1937-38 season, the NHL was comprised of eight teams. Naturally, there was the Original Six that ruled the league for 25 seasons from 1942-43 until the dawn of the expansion era, but also the New York Americans and the Montreal Maroons.

In addition to all of the big names of the era like Boston’s Eddie Shore, Toronto’s Syl Apps, Lynn Patrick of the New York Rangers, and Syd Howe of the Detroit Red Wings, there are also several team executives depicted such as Maple Leafs owner Conn Smythe, Red Wings coach Jack Adams, and Bruins general manager Art Ross. Strangely missing from this set is Maple Leafs goalie Turk Broda.

A Fitting Tribute

One of the most obvious giveaways when reading the card backs was the fact that they acknowledged the passing of Montreal Canadiens superstar Howie Morenz. Coming back to the Habs in 1936-37 in the twilight of his career, he suffered a leg injury which brought his career to an abrupt end on January 28, 1937.

Languishing in hospital, he passed away on March 8 of that year after falling and suffering a coronary embolism. It was believed that he had also suffered a nervous breakdown around this time and while there has long been speculation of exactly what happened that day, most historians tend to accept the media reports that his death was accidental and that his condition may have stemmed from being unable to play the game he loved so dearly. Just 34 years old, the “Babe Ruth of Hockey” left behind a tremendous legacy and he was eventually inducted into the Hockey Hall of Fame once it was established less than a decade later.

His 1937-38 V356 World Wide Gum acknowledges his passing. The hobby’s lone mint example is listed on eBay now. 

World Wide Gum also produced a card of his son, Howie Jr., who was a 10-year-old mascot for the Canadiens. Years later, he played in the minor leagues but never made it to the NHL ranks to take over his father’s number 7. The Morenz Jr. card is one of the most compelling in this set and the decision to put it in was a class act that resonates over 80 years later.

Solid Rookie Crop

On top of the big names, there are also a few important rookie cards to consider. Smythe gets an official rookie card here that is vastly underrated like that of Maroons executive Tommy Gorman, who was a pivotal figure in the early days of the NHL.

As for the players making their cardboard debuts in 1937-38 V356 World Wide Gum, you have several important Hall of Famers starting with Red Wings ace Herb Lewis, gentlemanly New York Rangers icon Frank Boucher, and original Calder Trophy winner Carl Voss. Additional rookie cards of notable players include overtime hero Mud Bruneteau, Vezina Trophy winner Normie Smith, and future New York Rangers coach Phil Watson.

Since this is without doubt a 1937-38 issue, the cards of “Sweeney” Schriner, Lionel Conacher, Neil Colville, Bob Davidson, and Syl Apps should not be considered rookie cards as they all appear in the 1936-37 O-Pee-Chee Series D release.

Who Are These Guys?

Further examination of the 1937-38 V356 World Wide Gum checklist shows that the vast majority of cards numbered 101 and above feature many players that never skated in an NHL game. Due to the company’s location in Montreal, several top senior players from the Montreal Royals and Quebec Aces were included in the set.  The Quebec Senior Hockey League had officially formed this season and included those two clubs along with the Verdun Maple Leafs, Ottawa Senators (not connected to the NHL club which moved south to St. Louis for a disastrous 1934-35 season as the Eagles before folding), Montreal Victorias, and some city-based university teams like the Concordia Civics and McGill University.

For the purposes of this set, only the Senators, Royals, and Aces were included from this loop along with amateur players from Sudbury and the Hull Volants. The senior and amateur talent here is highlighted by future Hart Trophy winner and Hall of Fame member Buddy O’Connor along with future big leaguers like Johnny Mahaffy, Pete Morin, and Maurice Craughan (who skated with the Maroons during their final season). The rest of the senior players are essentially lost to the fog of history and should be among the most affordable cards in the set when coming up for auction.

However, the last part of the set does include two Chicago players and the team’s coach, Bill Stewart – the final card in the collection. Known for also being an NHL referee and an umpire for Major League Baseball, Stewart took the reins of the team and had great success over two seasons before picking up the whistle again. His grandson, Paul, later played in the WHA and NHL before becoming a referee himself!

The Black Hawks players are Art Wiebe and goaltender Mike Karakas – the latter of who played an important role in backstopping the team to an improbable Stanley Cup championship while boasting a lineup loaded with American-born talent. Both appeared in 1936-37 O-Pee-Chee as well, meaning that they are not rookie cards despite being listed as such in the past.

An Underrated Gem of a Set

All told, 1937-38 V356 World Wide Gum is a monumental challenge for most collectors. Its reputation as a plain and boring set is somewhat unwarranted as it is loaded with lots of superstars and rookies. Over 80 years after being found in wax packs, there is some concern that modern collectors may be overlooking its significance and it can only get better with age.

You can usually find a few dozen cards from the 1937-38 World Wide Gum set on eBay.  Click here to see them.

  • Facebook
  • Twitter
  • Pinterest
  • Reddit
  • Facebook Messenger

Related Stories:

Spelling it Out: 1933-34 V252 Canadian Chewing Gum Hockey’s 10 Most Underrated Rookie Cards Of The 1980s Swamped: Collecting the 1982-83 New Jersey Devils Don Lever’s Rookie Card – A Hobby Anomaly 1976-77 Topps Hockey Short on Rookies but Big on Subsets and Inserts Topps hockey 1975-76Super Size Me: 1975-76 Topps Hockey Set Matched Hoops Expansion Canadian Collector Creates Website Dedicated To Howie Morenz 10 Great Hockey Rookie Cards of the 1960s

About Stephen Laroche

There aren't many things Stephen Laroche hasn't done in the hobby since the 1980s--from designing sets for a card company to editing hobby magazines-- but writing is his primary passion.

Filed Under: Old Hockey Card Sets, Vintage Sports Card News Tagged With: 1937-38 V356 World Wide Gum, howie morenz, Jefferson Burdick, vintage hockey cards

Primary Sidebar

Our articles may contain affiliate links. When you click on links to merchants on this site and make a purchase, this can result in this site earning a commission. Affiliate programs and affiliations include, but are not limited to, the eBay Partner Network. 

  • Football
  • Basketball
  • Baseball
  • Hockey

High End Cards and Memorabilia

  • BBCE Authenticated Boxes, Packs opens in a new window
  • Graded pre-War Card Auctions
  • Graded Rookie Cards opens in a new window
  • Authenticated Photos opens in a new window
  • Graded Tickets & Stubs opens in a new window

Bargain Corner

  • Michael Jordan cards $5 and less opens in a new window
  • Kobe Bryant cards $5 and less opens in a new window
  • Mickey Mantle Cards Under $150 opens in a new window
  • Graded T206 Cards Under $150 opens in a new window
  • Pre-War Cards Under $100 opens in a new window
  • Pre-1980 Graded Baseball Cards $10 and Less opens in a new window
  • Pre-1980 Graded Football Cards $10 and Less opens in a new window
  • Vintage Graded Basketball Cards $25 and less opens in a new window
  • Vintage Graded Hockey Cards $10 and Less opens in a new window
  • Complete Sets $20 and Less opens in a new window
  • Baseball Hall of Famers for $5 or Less opens in a new window
  • Football Hall of Famers for $5 or Less opens in a new window
  • Hobby Boxes Under $30 opens in a new window
  • Pre-1986 Rookie Cards Under $1 opens in a new window

RSS Auction Report

  • SCP Auctions Offers Wilt Chamberlain Rookie Season Uniform Auction – End June 17, 2023
  • Selling Your Collection? Consign or Sell To Detroit City Sports
  • PWCC Weekly Sunday Auction – Ending June 11, 2023

Footer

Categories

  • Around the Hobby
  • Business/Industry News
    • Sports Memorabilia Business News
    • Sports Memorabilia Industry News
  • David Cycleback's Identification and Authentication Advice
  • Editor's Blog
  • Featured Articles
  • Hobby Shop Talk
  • National Sports Collectors Convention
  • Popular Stories
  • Rich Klein's Ramblings
  • Sports Card News
    • Modern Sports Card News
      • New Sports Card Release Calendar
    • Vintage Sports Card News
      • Old Baseball Card Sets
      • Old Basketball Card Sets
      • Old Football Card Sets
      • Old Hockey Card Sets
      • Vintage Pack Facts
  • Sports Memorabilia News
  • Uncategorized

Sponsor Links

  • Sports Card Forumopens in a new window
  • Buying Vintage Sports Cardsopens in a new window
  • Game Used Jerseysopens in a new window
  • Championship Rings For Saleopens in a new window
  • Vintage Basketball Cardsopens in a new window
  • NBA Signed Itemsopens in a new window
  • Autographed Baseballsopens in a new window
  • NASCAR Autographsopens in a new window
  • Vintage Graded Baseball Cardsopens in a new window
  • Player Picturesopens in a new window
  • Vintage Football Cardsopens in a new window
  • Sports Collectors Storeopens in a new window

Pages

Ending on eBay Soon
  • Baseball Card Auctions on eBay Ending Soon
  • Basketball Card Auctions on eBay Ending Soon
  • Football Card Auctions on eBay Ending Soon
  • Hockey Card Auctions Ending Soon on eBay
  • Vintage Sports Memorabilia on eBay Ending Soon
Top 100 on Ebay
  • Top 100 Most Watched Baseball Rookie Cards on eBay
  • Top 100 Most Watched Basketball Rookie Cards for Sale on eBay
  • Top 100 Most Watched Hockey Rookie Card Auctions
  • Top Authenticated Vintage Unopened Sports Card Boxes, Packs on eBay
Most Watched on eBay
  • 100 Most Watched Graded Rookie Cards for Sale on eBay
  • 100 Most Watched Tom Brady Card Auctions on eBay
  • 50 Hottest Hobby Boxes at Auction on eBay
  • 50 Most Watched Golf Trading Cards on eBay
  • 50 Most Watched Wrestling Trading Cards on eBay
  • 75 Most Watched Bowman Chrome Cards
  • Most Popular Bobbleheads on eBay
  • Most Watched 1/1 Cards on eBay
  • Most Watched Basketball Cards on eBay
  • Most Watched Complete Baseball Card Sets at Auction on eBay
  • Most Watched Football Cards on eBay
  • Most Watched Football Rookie Card Auctions
  • Most Watched Goudey Baseball Cards on eBay
  • Most Watched Hockey Cards on eBay
  • Most Watched Racing Cards on eBay
  • Most Watched Soccer Cards for Sale on eBay
  • Most Watched Sports Autographs on eBay
  • Most Watched Sports Jerseys on eBay
  • Most Watched Unopened Sports Card Boxes, Packs on eBay
  • Most Watched Vintage Sports Memorabilia on eBay
  • Hottest Panini National Treasures Cards on eBay
  • Hottest PSA 10 Cards for Sale on eBay
  • What’s Hot on eBay
Sports Memorabilia
  • Sports Card Bargain Bin
  • Sports Memorabilia Auctions Ending Soon on eBay
About Sports Collectors Daily
  • Advertise with SC Daily
  • Contact Us
  • Get Sports Collectors Daily via EMail
  • Privacy Policy
  • Terms and Conditions
Sell Your Cards
  • What’s It Worth
  • Where Can I Sell My Baseball Cards?

Copyright © 2023 SportsCollectorsDaily.com | Web Design by Wickam Groupopens in a new window