Matchbox Cars
by Lori Ritchie
Since the creation of the first Matchbox vehicle in 1952, the
popularity of these miniature toys have been enjoyed by countless
youngsters. The Matchbox brand stirs a sense of nostalgia in the minds
of many Boomers. Collector’s world-wide value Matchbox toys for their
appreciation and realism.
Matchbox cars were first produced in England by an industrial
die-casting company known as Lesney Products. Lesney was founded by
Leslie and Rodney Smith. Jack Odell, an expert die-caster, joined the
enterprise shortly after its inception. The fledgling company in the
beginning had really no direction about what products they would focus
on producing. Odell's contribution to Lesney Products changed the
course of the company's future. The die-caster crafted a Road Roller
miniature replica for his daughter to carry to school in a matchbox.
This was the beginning of the mass-market success of what would become
known as Matchbox cars.
Lesney Products first produced models which measured up to eight
inches long. It was during the 1950's that Lesney began to focus
predominantly on miniatures. The No. 1 Diesel Road Roller, No. 2
Dumper, and No. 3 Cement Mixer were introduced in 1953. Lesney decided
that models in this beginning standard series, known as the 1-75
series, would be limited to only seventy-five models. Though new toys
were produced each year, when a new car appeared, an older one
disappeared from the series. This marketing format is still in place
today.
Matchbox cars from this initial series are characterized by different
wheels. The first Matchbox cars were produced with metal wheels. Gray
or black plastic wheels became standard in the early 1960's. "Superfast"
wheels, still used on Matchbox cars today, were introduced around
1969. The wheels were designed to compete with competitor Mattel's
version of Matchbox Hot Wheels. These modern wheels had a thin axle
wheel that allowed the cars to run faster on race tracks with low
friction.
By 1960, one million models were produced each week. Mattel offered
competition in the arena of miniature die-cast cars in 1961 when the
marketing and distribution of their Hot Wheels brand emerged. Mattel,
Inc. ironically now owns the Matchbox brand. Lesney went bankrupt in
1982 and sold the Matchbox brand name to Universal Toys. In 1992, the
brand was sold to Tyco Toys whose toy division was eventually bought
out by Mattel in 1997.
Lesney seems to have understood early the possibility of Matchbox’s
collect ability. Collector’s catalogs were published by the company
each year starting in 1957. Cases were designed for the storage and
carrying of Matchbox cars. In the 1960’s Lesney marketed gold and
silver-plated models specifically for a collectors market. Lesney sent
representatives to meets and clubs during the 1970’s and 1980’s to
cultivate interest in collecting Matchbox models.
Eventually, a line
of Matchbox was formed and dedicated exclusively to Matchbox
Collectibles. Many Matchbox Collectables were embossed with brand
names such as Coca-Cola, Hershey, and Texaco. These toys with brand
tie-ins are highly desired by collectors. Matchbox collecting
continues to be a popular pastime internationally.
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