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Corgi Diecast Toys- the Early Years
Many diecast toy collectors specialise in particular brands and one that is ever popular is Corgi. Mettoy began producing toy cars in 1934 made of tin plate, another area for collectors! Corgi diecast toy cars were not made until 1956 after a great deal of trial and error to perfect the diecasting technique. They were launched by the sister company Playcraft on July 9th with the name Corgi and produced at the company's Swansea factory in Wales. To make them different from their rivals, Dinky Toys, Corgi produced models with plastic windows and in 1957 used an advertising campaign on the TV and launched their first catalog. They sold over two million models in the first year. During the 1960's thousands of models were released, destined to become the classics for collectors worldwide. Models from this era are sold for thousands of pounds today. In 1964 Corgi Classics of Veteran and Vintage models were introduced in celebration of their 30th anniversary. The classic 007 James Bond Aston Martin was produced in 1965. In 1968 the model from the movie Chitty Chitty Bang Bang and the hugely popular Batmobile models were introduced. Corgi was awarded the National Association of Toy Retailers Highest Standards Award and the Queens Award to Industry during this time. During the 1970's fortunes began to decline and the Northampton factory was closed in 1971. In 1974 new building, tools and plant cost the company over £1 million, but by 1983 the company was in a serious financial crisis. In the hands of the receivers it seemed that no more Corgi toys would be produced. A last minute buy out by the management saved the company which was relaunched in 1984 as Corgi Toys Limited. Rated second in the Uk's diecast toy market at this time the new company concentrated on winning back their number one place by producing high quality toys vehicles. They then proceeded to develop the overseas market and shipped toys worldwide, particularly to Australia and the United States and also to the European market. The Corgi Collectors Club, open to members worldwide was launched and Corgi rapidly increased their market share. In 1987 the National Association of Toy Retailers voted Corgi Toys Limited 'British Toy Company of the Year' In 1989 the company was taken over by Mattel, based in the US. In the hands of Mattel many classic were produced including the Inspector Morse Jaguar and the Morris Minor from Some Mothers Do 'Ave 'Em. In august 1995 a management buy out returned Corgi to private hands and the company is still producing model cars today. |
Batmobile
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This intel was contributed by janetra
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May, 2012
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