Honestly, if you were around in 1990, you remember the hype. It wasn't just about the Dallas Cowboys' new savior; it was about the tech. Suddenly, cards weren't just flat pieces of cardboard. They were "sculptured." They had rounded corners. They felt like something you’d find in a museum—or at least that's what the marketing at Hi-Pro Marketing, Inc. wanted us to believe. The Emmitt Smith Action Packed card from the 1990 Rookie Update set basically defined that transition from the "junk wax" era to something that actually tried to be premium.
Most people think of the Score Supplemental or the Pro Set when they talk about Emmitt’s rookies. But the Action Packed #34 is the one that actually feels different in your hand. It’s got that heavy embossing where Emmitt is literally popping off the card, clutching the ball with both arms like he’s trying to keep his career from being fumbled away.
Why the 1990 Action Packed Rookie Update #34 Hits Different
The 1990 Action Packed Rookie Update card is technically one of his six "main" rookie cards, but it’s a weird one. It wasn't in the standard 280-card base set. You had to find the "Update" series, which was a smaller, 84-card set.
Because of the way these cards were made—printed, crimped, folded, and then glued—they are a nightmare for graders. If you look at the stats, only about 5.5% of these cards ever hit a PSA 10. Compare that to the 1990 Fleer Update, where a massive 34% hit that Gem Mint mark.
Basically, the Action Packed card is a survivor.
The gold border and the red striping are iconic, but they’re also magnets for chipping. If you find one in a shoebox today, it’s probably got "white" on the edges. That's why a PSA 10 copy of the Emmitt Smith Action Packed card is currently trending around $900 to $950, while a raw, ungraded one might only set you back ten bucks.
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The Braille Mystery and the 24K Gold
One thing people often forget is that Action Packed loved their gimmicks. They did a Braille version of certain cards in the factory sets, which was actually a pretty cool move for inclusivity back then. They also had the 24K gold parallels.
If you're looking for the 1992 version (card #56), the 24K Gold Mint version is a different beast entirely. It’s not just a gold color; it’s actual 24-karat gold leaf applied to the surface. These were randomly inserted in foil packs, and they still command a premium. A 1992 Action Packed 24K Gold Emmitt Smith #9G (from the All-Madden set) can easily go for $35 to $50 even in mid-grade, because, well, it’s gold.
Grading is a Brutal Game for This Card
Look, the "Action Note" on the back of the 1990 card is cool because it tells you exactly what play is happening in the photo. It’s a level of detail you don't see much anymore. But that thickness? It’s a curse for collectors.
- Corners: They were rounded by design, so you can't really "ding" them the same way as a 1990 Score, but the layers of the card tend to separate over time.
- Surface: Because it's embossed, the highest points of the 3D image—Emmitt's helmet and shoulders—are prone to scuffing.
- Centering: It’s actually better than most cards from 1990, but the glue used to hold the "folded" card together can sometimes seep or cause discoloration.
What Most Collectors Get Wrong About Value
You’ll see people on eBay listing the "All-Madden" version (#9) as a "true rookie." It’s not. It came out in 1990, sure, but the 1990 Action Packed Rookie Update #34 is the one that sits in the "rookie" category for serious registry sets.
The All-Madden version is a fun card, and it still sells for a decent amount (a PSA 10 is around $750), but if you’re investing, you want the #34.
Interestingly, there’s also a 1991 "Rookie Prototype" that collectors go nuts for. It’s basically a flat version of the card before it went through the embossing press. If you stumble onto one of those, you’ve found a piece of hobby history that usually sells for more than the standard base card.
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Real-World Pricing Snapshot (2025-2026 Trends)
| Card Version | Grade | Recent Sale Price |
|---|---|---|
| 1990 Rookie Update #34 | PSA 10 | $957.00 |
| 1990 Rookie Update #34 | PSA 9 | $35.00 - $45.00 |
| 1990 All-Madden #9 | PSA 10 | $754.00 |
| 1992 24K Gold #9G | NM-MT | $32.52 |
| 1993 1000 Yd Rusher /500 | Raw | $199.99 |
Is it Worth Buying Now?
Honestly, the Emmitt Smith Action Packed card is a "buy the grade" situation. If you just want it for nostalgia, grab a raw one for the price of a sandwich. It’ll look great in a binder.
But if you’re looking at it as an asset, you have to go for the PSA 10 or a high-end BGS 9.5. The population of Gem Mint copies is so low because of that manufacturing process I mentioned earlier. As the 1990s nostalgia wave continues to crest, these "weird" cards—the ones that aren't just flat cardboard—are becoming more desirable because they represent a specific moment in tech.
It’s sort of like buying a vintage car with a weird engine. It’s harder to maintain, but it’s way more interesting than the standard model everyone else has in their garage.
Actionable Steps for Collectors
If you're hunting for one of these, do yourself a favor and check the "Action Note" on the back. It should specifically describe the play on the front. If you see any lifting of the gold foil on the front edges, pass on it if you're planning to grade.
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Check for "glue bleed." Sometimes these cards look perfect on the front, but the back has a slight yellowish stain where the adhesive reacted with the paper over the last 35 years.
Finally, don't confuse the 1991 Action Packed cards with the 1990 ones. The 1991 set is much more common and generally worth way less, unless it's the 24K gold version or a high-grade Brett Favre rookie from that same set.
Focus on the #34 from 1990. It’s the king of the Action Packed hill.