Football Cartophilic Info Exchange: Lamberts of Norwich - Football Clubs & Badges (07)

Saturday, 19 September 2026

Lamberts of Norwich - Football Clubs & Badges (07) - New Research by David Fussell

1958

Football Clubs & Badges

Lamberts of Norwich

25 cards

Following further research, mainly into the grey-backed versions of these cards, the latest information suggests that there are two key groups for these cards. The first group are the previously well-documented sets with white backs consisting of 25 numbered cards each. These comprise:

Lamberts Tea - 1958

Johnny Bunny - 1958

Amalgamated Tobacco Corp. Ltd. - Mills Filtertips - 1961

Blank panel version - 1962

A.C.W. Francis - c1965

Previously these were all listed on here as dating to 1958. Mills is considered to be 1961 (as per Murray’s) while ACW Francis is listed by Murray’s as 1967 but London Cigarette Card Co state c1965. Following research into the grey-backed cards, 1965 is perhaps more plausible (see entries under Universal Cigarette Card Co). Johnny Bunny is indeed 1958 according to Murray’s while Lamberts is clearly 1958 as the album quotes Bolton as 1958 Cup Winners on the front. The blank panel version is listed as an Anonymous Trade issue by Murray’s as 1962.

In comparison to the grey-backed cards, it is worth noting that the white-backed sets were clearly issued as true collectibles being free gifts within commercial products with more emphasis on completing the set as they were numbered. An album was produced for the Lamberts cards. Obviously, the expense of buying the rights to have these cards produced would have been hoped to be more than recovered by the additional sales (of tea, medicines, cigarettes and confectionary) generated. Conversely, the grey backed ones were issued merely to promote companies. For example, Horsley’s Stores sold fashionwear, school uniforms, carpets and furniture and all from a single store in Gainsborough. The Stamp Corner was simply a small shop in Doncaster selling cigarette cards, coins, medals and stamps etc. The backs of their cards also stated that if you could collect 25 of them you could exchange them for a complete set of (cheap) cards, suggesting that they were somehow distributed in some abundance. Neither of those versions suggest that they could have afforded or were willing to pay much for the rights to have these cards produced. In essence, this is the key difference between the two groups.

Furthermore, the evidence suggests that all versions of the grey-backed cards were limited to just 8 teams, as previously listed under Horsley’s and Stamp Corner. These being Birmingham City, Colchester United, Ipswich Town, Leeds United, Nottingham Forest, Portsmouth, Preston North End and Wolverhampton Wanderers. No cards of other teams have been identified with grey backs. Until any such evidence turns up, which seems highly unlikely, collectors of the other 17 teams can stand down regarding grey-backed ones.

The second part of David's research will be published tomorrow. When it goes live a link will be added here.

Links to other posts featuring the Football Clubs & Badges cards: