They are still in demand and both individuals are marketable personna. Those guys are true legends as opposed to Lebron James, Kobe Bryant, random flavor of the month baseball players, etc. Jordan played the game with a passion unlike any other, and Mantle is just Mantle!!
As long as they continue to generate revenue for their sponsors, they'll continue to be in sets.
I think that's part of the deal that Topps and the Mantle estate worked out a few years ago. Topps had 'retired' the card #7 after 1996, because the Mantle estate signed a deal with UD. Mantle still sells cards, plain and simple. The Rite Aid near my house still has some 1997 Series 1 baseball hangar packs, and just the other day a youngster was so excited that one had the Mantle card on top.
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As long as they continue to generate revenue for their sponsors, they'll continue to be in sets.
Mike
Link
Giovanni
Edited to add: Another video
And another video lol
HOF SIGNED FOOTBALL RCS