Matchbox – қалыпты ойыншықтар брендінің тарихы

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. During the 1980s, Matchbox began to switch to the more conventional plastic and cardboard "blister packs" that were used by other die cast toy brands such as Hot Wheels. By the 2000s, the box style packaging was re introduced for the collectors' market, such as the 35th Anniversary of Superfast series in 2004 and the 50th Anniversary of Superfast in 2019. Products currently marketed under the Matchbox name include scale model plastic and die cast vehicles, and toy garages.

The Matchbox name originated in 1953 as a brand name of the British die casting company Lesney Products, whose reputation was moulded by John W. "Jack" Odell (1920–2007), Leslie Charles Smith (1918–2005), and Rodney Smith. The name Lesney was a portmanteau of Leslie and Rodney Smith's first names. Their first major sales success was the popular model of Queen Elizabeth II's coronation coach, which sold more than a million models. Lesney co owner Jack Odell then created a toy that paved the way for the company's future success which was designed for his daughter. Her school only allowed children to bring toys that could fit inside a matchbox, so Odell crafted a scaled down version of the Lesney green and red road roller. This toy ultimately became the first of the 1 75 miniature range. A dump truck and a cement mixer completed the original three model release that marked the starting point for the mass market success of the Matchbox series. The company decided to sell the models in replica matchboxes, thus yielding the name of the series. Additional models continued to be added to the line throughout the decade, including cars such as an MG Midget TD, a Vauxhall Cresta, a Ford Zodiac, and many others. As the collection grew, it also gradually became more international, including models of Volkswagens, a Citroën, and American makes. To make such miniatures, the designers took detailed photographs of the real models, even obtaining some original blueprints. This enabled them to make models with surprisingly high levels of detail, despite the small scale. The size of the models allowed Matchbox to occupy a market niche barely touched by the competition; the associated price advantage made the toys affordable and helped establish "Matchbox" as a generic word for small toy cars, whatever the brand.

In the earliest years of the regular, or 1 75 series – well before the series actually numbered 75 models – Lesney was marketed/distributed by Moko (itself named after its founder, Moses Kohnstam). Boxes in that era mentioned this, with the text "A Moko Lesney" appearing on each. Lesney gained its independence from Moko in 1959 by buying out Moko's share in the joint enterprise, leading to a period of growth, both in sales and in size. Early models did not feature windows or interiors, were made entirely of metal, and were often about 2" (5 cm) in length. By 1968, Matchbox was the biggest selling brand of small die cast model cars worldwide. By this time, the average model in their collection featured plastic windows, interiors, tyres (often with separate disc wheels), and occasional accessories; spring suspensions; opening parts; and was about 3" (7 cm) long. Some even featured steering, including the pressure based AutoSteer system debuting in 1969. The line was very diverse, including lorries, buses, tractors, motorcycles, and trailers as well as standard passenger cars. The three dominant brands in the world at the time, all British made (Dinky, Matchbox and Corgi), were very successful. Each had its own market niche and its own strong reputation, while innovations and advances by one were adopted by the others within a matter of a few years. Each also expanded to some extent into the others' territory, though this never seemed to seriously affect the sales of any brand's core series. As part of Lesney's expansion activities, four further die cast model ranges were introduced during the 1950s and 60s. The Models of Yesteryear, introduced in 1956, were renditions of classic vehicles from the steam and early automotive eras. These were often about 3½ 4" in length. Accessories Packs were also introduced in 1956 and included petrol pumps, garages, and the like. Major Packs, which were larger scale models, often of construction vehicles, were added in 1957. The King Size series of larger scale trucks and tractors was added in 1960 and was diversified from 1967 onwards to include passenger car models in a scale similar to that used by Corgi and Dinky. Major Packs had been absorbed into the King Size range by 1968.