Lesney Products

Last updated
Lesney Products & Co. Ltd.
Industry Toy
Founded1947
Founder Leslie Smith
Rodney Smith
Defunct1982;42 years ago (1982)
FateCompany defunct, Matchbox brand remained after being acquired by Universal Toys
Headquarters
United Kingdom
Area served
Worldwide
Products Die-cast cars, commercial vehicles
Brands Matchbox

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.

Contents

History

Lesney was founded on 19 January 1947 as an industrial die-casting company by Leslie Smith (6 March 1918 - 26 May 2005) and Rodney Smith (26 August 1917 - 20 July 2013). The name "Lesney" was an acronym from both partners' (who were not related by blood) names. They had been school friends and served together in the Royal Navy during World War II. Shortly after they founded the company, Rodney Smith introduced to his partner a man named John "Jack" Odell, an engineer he had met in a previous job at D.C.M.T. (another die-casting company). Mr. Odell initially rented a space in the Lesney building to make his own die-casting products, but he joined the company as a partner in that same year.

Lesney originally started operations in a derelict pub in north London (The Rifleman), but later, as finances allowed, changed location several times before finally moving to a factory in Hackney which became synonymous with the company. In late 1947 they received a request for parts for a toy gun. As that proved to be a viable alternative to reducing their factory's output during periods in which they received fewer or smaller industrial orders, they started making die cast model toys the following year. Seeing no future for the company, Rodney Smith left in 1951.

Conestoga Wagon by Lesney Conestoga Wagon Matchbox .jpg
Conestoga Wagon by Lesney

The first model toy they produced in 1948; a die-cast road roller based clearly on a Dinky model (the industry leader in die-cast toy cars at that time); in hindsight proves to be the first of perhaps three major milestones on the path to their eventual destiny. It established transportation as a viable and interesting theme; other similar models followed, including a cowboy-influenced covered wagon and a soap-box racer. The company continued to produce non-toy items; of those marketed directly by Lesney, one of the more popular ones was a fishing bait press, well liked by British anglers at the time.

The next crucial milestone was the production of a replica of the Royal State Coach in 1953, the year of the coronation of Queen Elizabeth II. Two versions were created, the first in a larger scale, followed by a smaller-scale model. It was this second model that sold over a million units, a massive success at the time. The profits from the sales provided valuable capital for further investments.

The final and decisive stepping stone in the pre-Matchbox era was a toy which Mr. Odell designed for his daughter Annie: a scaled-down version of the Lesney green and red road roller. The toy's origin is debatable; it's been said that the daughter's school only allowed children to bring toys that could fit inside a matchbox, but Nick Jones debunks this story in his book, Matchbox Toys. According to the book, Annie "kept bringing home spiders and creepy-crawlies inside a matchbox", so Odell promised to make her a toy that fit in the matchbox if she didn't bring any more spiders home. Odell then made her a scaled-down Road Roller, which became popular at her school. The idea was then born to sell the model in a replica matchbox thus also yielding the name of the series which would propel Lesney to worldwide, mass-market success. The road roller ultimately became the first of the Matchbox 1-75 miniature range; a dump truck, a cement mixer, and a Massey Harris Tractor (labelled 1a, 2a, 3a, and 4a respectively) completed the original four-model release. [1]

A Matchbox Volkswagen Camper Van Lesney bus no34.jpg
A Matchbox Volkswagen Camper Van

In the early years of the series, Lesney used a partner company, "Moko" (itself also named after its founder, Moses Kohnstam), to market/distribute its toys. This distribution was documented on the boxes themselves, on which the text "A Moko Lesney product" appeared. By the end of the decade, Lesney was able to buy Moko, marketing its products under its own name from that point on. A period of great expansion, tremendous profit, and recognition followed: In 1966, Lesney received their first (of several) Queen's Awards for Industry. By the mid-'60s, Matchbox was the largest brand of die-cast model vehicles in the world, and had diversified the line into multiple series.

On 11 July 1982, after years of difficulties due to the economic climate in Britain at the time, Lesney went bankrupt and into receivership. Competing companies Mettoy (Corgi) and Meccano (Dinky) also suffered the same fate. The Matchbox brand as well as Lesney's tooling were bought by and became a division of Universal Holdings/Universal Toys, where the company re-formed as "Matchbox International Ltd." Tooling and production were moved to Macau. Jack Odell went on to form a new company, Lledo, where he produced models similar to early Matchbox Models of Yesteryear. Since 1996 the Matchbox brand has been owned by Mattel, creators of Hot Wheels.

Some of the tools and dies created in the Lesney era were still used in the Matchbox line of 2007.

Non-Matchbox Lesney toys

Although the name Lesney became synonymous with Matchbox, the company produced several toys previous to and into the Matchbox era which were not sold under that famous moniker. Today, these are highly collectible items. They include:

Notes
  1. 1 2 The first release under the Matchbox name included three models, two of which (nos. 1 and 3) were based on larger Lesney toys as described above. The third model, the no. 2 Dump Truck, was actually a scaled-down version of a competitor's model, the original having been manufactured by Condon Products Ltd.

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.

<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">Maisto</span>

Maisto is a brand of scale model vehicles introduced in 1990 and owned by May Cheong Group, a Chinese company founded in 1967 in Hong Kong by brothers P.Y. Ngan and Y.C Ngan. Head-quartered in Hong Kong, the brand has its offices in the United States, France and China. MCG also owns other model car brands such as former Italian brand Bburago and Polistil.

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.

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.

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.

John William Odell, OBE was the English inventor of Matchbox toys and the engineer responsible for their unique design. He joined with partners Leslie Smith and Rodney Smith to form Lesney Products.

<span class="mw-page-title-main">Mikro'67</span>

Mikro'67 is a Bulgarian manufacturing company based in Razgrad, that produces and commercialises basketball backboards, outdoor recreation goods, toys, and scale model vehicles.

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

Solido is a French brand and former manufacturing company of die-cast scale models of cars, military vehicles and commercial vehicles. The models are usually made of a zamac alloy in varying scales.

<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">Gama Toys</span>

Gama is a German maker of toys, usually cars and trucks, dating from before World War I. The company is headquartered in Fürth, Bavaria, near Nürnberg, a traditional German toymaking center. Other German companies that competed with Gama Toys were Schuco Modell and Conrad Models.

<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.

Holand Oto is a Dutch manufacturing company based in Weert that produces diecast scale model cars and trucks. The company was established in 1959 in Heerlen as "Bestbox", then changing its name to "Efsi" in early 1970s.

<span class="mw-page-title-main">Budgie Toys</span> English toy manufacturer

Morris & Stone, Ltd., which later changed its name to the more well-known Budgie Toys, was a British die-cast toy distributor turned manufacturer, based in London. The company first specialised in horse-drawn carriages and coaches. It later made a wide variety of miniature cars and trucks.

Fun-Ho! Toys were a brand of diecast toy cars and trucks manufactured and distributed by Underwood Engineering Co. Ltd. of Inglewood, New Zealand. Production was started by Jack Underwood about 1935 and continued until 1982. Since this time reproductions have been made also in Inglewood (Taranaki) at the Fun Ho! Toys Museum. Currently toys are occasionally cast as museum memorabilia using original molding plates and boxes. The name was always portrayed with the exclamation following Fun Ho!

References

  1. Jones, Nick (2016). Matchbox Toys (1 ed.). Great Britain: Shire Publications. p. 15. ISBN   978 1 78442 038 3.