I'm just going by what I read in Old Cardboard(issue #30, Fall 2013, p34) regarding the Sports Illustrated baseball cards.
Quote:
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The Mantle card from the black-and-white fantasy subset is a classic. Because rival Bowman Gum Company owned exclusive rights to picture Mantle on its gum cards, Topps was unable to do so. Because the magazine was not so restricted, the Mantle "fantasy" card was as close as Topps would come to issuing a Mantle card that year.
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I don't know the details of the contract. It's possible it was signed after some of these other products had been released. It's also possible that the exclusivity pertained to candy/gum only, as Al alluded to. Dan Dee (potato chips) and Red Heart (dog food), of course, would not fall within this restriction.
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