Corgi Classics

Last updated

Corgi Classics Limited
Company type Private (1995–99)
Subsidiary (1999–2008)
Industry Scale model
Founded1995 [1]
Defunct2008;16 years ago (2008)
FateAcquired by Zindart International in 1999, [1] [2] then became a brand
Headquarters Leicester, England, United Kingdom
Products Die-cast scale model cars, airplanes, buses, military
Brands Corgi Toys
Owner Hornby (2008–present) [3]

Corgi Classics Limited was a British die-cast scale model manufacturer established as an independent company in 1995, [1] which has its origins in the Corgi Toys brand introduced by Mettoy in 1956. It is known for its British and North American vehicle models.

Contents

Products manufactured and marketed by Corgi included die-cast scale model cars, airplanes, buses, and military.

In 2008 the company was acquired by Hornby Railways, [4] who has owned the Corgi brand since then. [3]

History

Background: Corgi Toys era

"Corgi Toys" was launched in 1956 as a new range of die-cast toy model cars by Mettoy Playcraft LTD, the toy car company founded in 1936. These new toy cars were soon a huge hit because at the time they were the only toy cars on the market that included transparent plastic windows, they soon became known as "the ones with the windows".

Corgi Volkswagen Polo Corgivolkswagenpolo.JPG
Corgi Volkswagen Polo

Although Corgi has had many model car competitors ranging from Dinky Toys to Lledo, its name is well known to this day. In its first year of trading Corgi sold 2.75 million cars, making it a clear leader of the British toy car industry. In 1966 Corgi won both The Queen's Award to Industry and the National Association of Toy Retailers' Highest Standards Award, two prestigious awards. In March 1969, a year's supply was destroyed in the factory in Fforestfach in Swansea by a fire, a major setback, which cut profits tremendously. Despite this, Corgi continued to remain among top collectables for many years.

Sales increased in the late 1960s and early '70s after the James Bond Aston Martin DB5 and the Chitty Chitty Bang Bang car was released, but sales were fell sharply after the 1969 fire, which led to substantial ground being lost to its main rival Dinky, but by 1971, the Swansea factory was back to full production again after major repairs costing over £1.3 million. The Queen's silver jubilee model edition released in 1977 was an instant best-seller, along with another nostalgia model, Edward VII's coronation state coach of 1901. After a rapid decline in sales, in 1983 economic analysts said that decline was inevitable; children and adults had moved on to more sophisticated toys, others however did not agree; they believed if it had not been for the fire there would have been no problem.

A Corgi Citroen 2CV, promotional for FINA Corgi 2cv white bg.JPG
A Corgi Citroën 2CV, promotional for FINA

Corgi reformed as "Corgi Toys Ltd." in 1984 and turned its attention to regaining the British toy company's confidence. Three years later Corgi turned to the export market for profits, soon distributing in Australia, Continental Europe and the United States. Shortly after this Corgi started the Collectors Club, which quickly gained worldwide membership.

In 1989 the company was taken over by Mattel, the worldwide toy manufacturing giant (manufacturer of Barbie Dolls and Hot Wheels cars), and production was moved to Leicester, the Mattel headquarters. Corgi then introduced a new range: Corgi Classics, selling nostalgia cars, vans and trucks from the 1930s, '40s, '50s and '60s, aimed at those who had grown up during that period. At around the same period in the US, Corgi released a new range of trucks, fire tenders and buses based on North American prototypes, though these were not as successful as had been hoped.

Corgi Classics Limited

A Corgi model bus. Buses are mainly produced under the "Original Omnibus Company" brand Arriva Scotland West 800 model.JPG
A Corgi model bus. Buses are mainly produced under the "Original Omnibus Company" brand

In 1995, Corgi regained its independence as a new company, "Corgi Classics Limited", and moved to new premises in Leicester. [1] Corgi Classics turned to British television for model ideas, and soon released models such as Mr. Bean's Mini, Inspector Morse's Jaguar and later models based on Enid Blyton's Noddy tales. A variety of firms ranging from Cadbury's chocolate to Guinness beer to Eddie Stobart haulage have had Corgi scale models made of their road vehicles. In 1995 Corgi introduced a new range of 1/76th scale UK and Hong Kong bus models under the "Original Omnibus Company" banner; by 2007, the total number of individual model releases in this sub-range had exceeded eight hundred.

In 1999 Corgi Classics Limited was taken over by Zindart, [1] [2] an American collectors specialists. By 2000, as in the 1960s, Corgi was once again the top British model maker. That same year, Corgi bought the rights to the Lledo name (and many of the moulds), taking over the popular Days Gone series. The Vanguards series was also acquired in the deal. Days Gone and Vanguards models were sold by Corgi under the Lledo moniker until 2004, after which the Lledo name was dropped and the models officially became part of the Corgi Classics line.

In 1999, Corgi debuted the Aviation Archive line of diecast military aeroplanes. Beginning with 1/144 scale, Corgi created one of the most expansive and widely collected lines of highly detailed limited edition collectable die-cast metal aircraft. This line has been expanded in successive years to include new moulds and liveries and even new scales, such as the super-detailed 1/32 scale Aviation Archive line. Corgi followed with a new line of 1/50 scale armoured vehicles ranging from World War II up to through the Vietnam War. In 2006, Corgi began selling hand painted, spin-cast metal figures and soldiers in the Forward March series which complements their 1/32 and 1/50 scale lines of vehicles.

In May 2008, international models and collectables group Hornby announced the acquisition of Corgi Classics Limited for £8.3 million. [3] [4] Under Hornby ownership the Corgi brand underwent a rebrand in 2012, this saw the introduction of a new logo and style of packaging, however the main element reasoning behind the change was the relaunch of Corgi Toys.

In 2019 a new series was launched called: CORGI CHUNKIES is new range of toys with moving interactive parts, free-rolling, soft-tyred wheels, left and right hand drive and a strong child-proof build. The chunkies models were designed by Hanan Shpetrick.

Famous models

Nationale oldtimerdag Zandvoort 2010, 1969 DODGE CHARGER, AM-20-10.JPG
Bullitt Mustang.jpg
The Dukes of Hazzards General Lee (left) and Bullitt's Ford Mustang have been some of the scale models produced by Corgi Classics since its inception as an independent company

This is a list of a few of the most famous Corgi Classics limited models:

Related Research Articles

<span class="mw-page-title-main">Model car</span> Scale model of car

A model car, or toy car, is a miniature representation of an automobile. Other miniature motor vehicles, such as trucks, buses, or even ATVs, etc. are often included in this general category. Because many miniature vehicles were originally aimed at children as playthings, there is no precise difference between a model car and a toy car, yet the word 'model' implies either assembly required or the accurate rendering of an actual vehicle at smaller scale. The kit building hobby became popular through the 1950s, while the collecting of miniatures by adults started to gain momentum around 1970. Precision-detailed miniatures made specifically for adults are a significant part of the market since the mid-1980s.

<span class="mw-page-title-main">Matchbox (brand)</span> Popular die-cast toy brand

Matchbox is a toy brand which was introduced by Lesney Products in 1953, and is now owned by Mattel, Inc, which purchased the brand in 1997. The brand was given its name because the original die-cast "Matchbox" toys were sold in boxes similar to those in which matches were sold. The brand grew to encompass a broad range of toys, including larger scale die-cast models, plastic model kits, slot car racing, and action figures.

Dinky Toys was the brand name for a range of die-cast zamak zinc alloy scale model vehicles, traffic lights, and road signs produced by British toy company Meccano Ltd. They were made in England from 1934 to 1979, at a factory in Binns Road in Liverpool.

Corgi Toys (trademark) is the brand name of a range of die-cast toy vehicles created by Mettoy and currently owned by Hornby, after it acquired the Corgi Classics Limited Company in 2008.

<span class="mw-page-title-main">Hornby Railways</span> British-owned model railway manufacturer

Hornby Hobbies Limited is a British-owned scale model manufacturing company which has been focused on model railways. Its roots date back to 1901 in Liverpool, when founder Frank Hornby received a patent for his Meccano construction toy. The first clockwork train was produced in 1920. In 1938, Hornby launched its first OO gauge train. In 1964, Hornby and Meccano were bought by their competitor, Tri-ang Railways, and sold when Tri-ang went into receivership. Hornby Railways became independent again in the 1980s, and became listed on the London Stock Exchange, but due to financial troubles reported in June 2017, became majority owned by British turnaround specialist Phoenix Asset Management.

Jouef is a French brand and former manufacturing company specialized in scale model railroads. The brand name is currently owned by Hornby.

<span class="mw-page-title-main">Die-cast toy</span> Type of toy

A die-cast toy is a toy or a collectible model produced by using the die-casting method of putting molten lead, zinc alloy or plastic in a mold to produce a particular shape. Such toys are made of metal, with plastic, rubber, glass, or other machined metal parts. Wholly plastic toys are made by a similar process of injection molding, but the two methods are distinct because of the properties of the materials.

<span class="mw-page-title-main">Lines Bros</span> British toy manufacturer

Lines Bros Ltd was a British toy manufacturer of the 20th century, operating under the Tri-ang Toys brand name.

Lone Star Products Ltd. was the brand name used by the British company Die Cast Machine Tools Ltd (DCMT) for its toy products. DCMT was based in Welham Green, Hertfordshire, north of London.

Spot-On models was a brand name for a line of diecast toy cars made by Tri-ang from 1959 through about 1967. They were manufactured in 1:42 scale in Belfast, Northern Ireland, of the United Kingdom. Competition for Spot-On in the British Isles were Corgi Toys and Dinky Toys. The line was particularly British and rarely produced marques from other countries.

Husky was a brand name for a line of business die-cast toy scale model vehicles manufactured by defunct company Mettoy Playcraft Ltd. of Swansea, Wales, which also made the larger Corgi Toys. Husky Models was re-branded "Corgi Junior" in 1970, and a further range called "Corgi Rockets" was developed to race on track sets.

<span class="mw-page-title-main">Playart</span>

Playart was a toy company owned by Hong Kong industrialist Duncan Tong (唐鼎康) that specialized in die-cas toy cars, similar in size and style to Hot Wheels, Matchbox or Tomica. Cars were well done, but were often diecast seconds from other companies like Yatming or Tomica. Cars were made from 1965 to 1983 at the factory in San Po Kong, Kowloon, Hong Kong. Plastic cars and trucks of 1:43, and 1:24 scale were also made, while trains and other theme toys also appeared.

1:43 scale is a popular size of die-cast model cars in Europe, Asia and the US. It has its origins in the British / European O scale for model trains and the rise of certain accessories made for that scale which since have become popular in their own right. Models in this scale are 10–13 cm length.

<span class="mw-page-title-main">Lesney Products</span>

Lesney Products & Co. Ltd. was a British manufacturing company responsible for the conception, manufacture, and distribution of die-cast toys under the "Matchbox" name. The company existed from 1947 until 1982.

<span class="mw-page-title-main">Mebetoys</span>

Meccanica Bessana Toys, was an Italian toy manufacturer that produced die-cast scale model cars during the 1960s and 1970s.

Lledo was a British manufacturing company founded in 1982 by Matchbox co-founder Jack Odell, and Burt Russell, and based in Enfield. The factory produced mainly die-cast scale model commercial vehicles, and also cars, from 1983 to 1999, when the company went into bankruptcy.

<span class="mw-page-title-main">Polistil</span>

Polistil S.p.A. is an Italian toy brand and former manufacturing company headquartered in Milan, with production center in Chiari, near Brescia. Polistil specialized in die-cast and plastic scale model vehicles of all sizes.

<span class="mw-page-title-main">Auto Pilen</span>

Pilen S.A. was a Spanish manufacturing company headquartered in Ibi, Alicante, which produced die-cast scale model cars from the 1970s through the mid-1990s mostly in 1:43 scale. A majority of the castings were inherited from French Dinky.

<span class="mw-page-title-main">Mettoy</span>

Mettoy was a British manufacturing company founded in 1933 by German émigré Philip Ullmann, who was later joined by South African-born German Arthur Katz who had previously worked for Ullmann at his toy company Tipp and Co of Nuremberg. The firm made a variety of lithographed metal wind-up toys. Both Jewish, they moved to Britain following Hitler's rise to power in 1933.

References

  1. 1 2 3 4 5 The history of Corgi on Hornyhobbies.com
  2. 1 2 CORGI INTERNATIONAL LIMITED – Hong Kong S.A.R., China. November 17, 2006 on Sec.gov
  3. 1 2 3 Potter, Mark (1 May 2008). "Hornby adds model car maker Corgi to its collection". Reuters . Retrieved 26 February 2011.
  4. 1 2 Hornby PLC acquires toy car maker Corgi Classics in 7.5 million-pound deal on The Economic Times, 1 May 2008