Matchbox (brand)

Matchbox is a toy brand 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 toys, and action figures.

Universal Toys purchased most of Lesney's assets and acquired what is now present-day Matchbox and founded Matchbox International Ltd. to continue production in 1982 when Lesney Products closed down.

In the 1990s, Tyco Toys acquired Matchbox from Universal Toys in 1992.

During the 1980s, Matchbox began using 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.

History

Early years: Lesney, the origin of the Matchbox name and the 1-75 series

thumb|left|A 1953-55 Lesney-Matchbox [[Road Roller, one of the first toys to be produced under the Matchbox name]]

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. 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.

Moko; growth and development of the 1-75 and other core series

thumb|A Lesney-era Matchbox "Ford Heavy Wreck Truck" in [[Esso livery]]

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.

thumb|left|Models of Yesteryear no. 7: Mercer Raceabout

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.

Competition and crisis

The main focus at Matchbox continued to be their smaller cars. Other brands, including Husky/Corgi Junior, Budgie, and Cigar Box, attempted to compete with Matchbox, but none were particularly successful until American toy giant Mattel introduced the revolutionary low-friction "racing" wheels on its Hot Wheels line of cars. These models, although less true to scale and often featuring fantasy vehicles, were attractive, painted in bright metallic colours and fitted with racing-style "mag" wheels and slick tyres, and were marketed aggressively and with numerous accessory products, such as race track sets and the like. The Hot Wheels line often featured models that were decidedly American. In 1969, a second competitor based in the US, Johnny Lightning, entered the market, and the bottom effectively fell out of Lesney's US sales. At the same time, the other major market (the UK) was also under attack by competitors.'

Product lines

Model numbering: The "1-75" (or "75") series

Lesney gradually increased the number of models in its standard Matchbox Series range from three in 1953 to 75 in 1960. The "1-75" range would then remain at 75 models for almost 40 years. When a new model was released, an existing model was discontinued, its number being re-allocated. This meant that dealer display stands only had to accommodate 75 models. New owners Mattel expanded the regular US market Matchbox series to 100 models for 1999 in comparison with other models on the market, and too "toy-like". Yet they were still just as complex and time consuming to construct as any other kit, which limited their appeal to more casual model builders. The company was unable to fully satisfy either the casual or serious model building market, and was one of the first companies to abandon model kits when the hobby started its decline, selling AMT to the Ertl Company and shutting down its own kit division less than twenty years after starting it.

Original Matchbox model kits are highly collectable.

thumb|Heinkel He 70 in 1:72

Kit ranges

1:72, 1:48, 1:32 scale aircraft
1:32, 1:76 scale military vehicles
1:76 scale soldiers
1:700 scale ships
1:32 scale cars
1:12 scale motorcycles

In addition it produced the well-known 1:72 .

Current status

Revell Germany acquired the Matchbox model kit moulds in the early 1990s. The company has since reissued selected Matchbox kits under the Revell label on an occasional basis. Recently, Revell has reissued several Matchbox kits, including in 1:72 scale, The Handley Page Victor, the Supermarine Walrus, Handley Page Halifax and PB4Y Privateer, and , as well as the A1-E four-seat Skyraider in 1:48 scale. Some hobbyists have expressed interest[who?] in the potential re-release of other kits, such as the Mk II/Mk VI Hawker Tempest, the English Electric Canberra, RR Spey Phantom.

Revell has confirmed that it will be re-releasing the much sought after 1:32 scale Spitfire Mk. 22 with Griffon, and the 1:32 scale de Havilland Venom.

Multi-coloured kits were only produced until 1990.

Other products and series

Numerous additional product lines have been produced and/or sold by Matchbox over the years, particularly in the Lesney era. Collectors catalogues were published in various languages by the company each year starting in 1957, continuing well into the 1980s. Collectors cases were designed for children to carry/store their 1-75 vehicles. From 1957 until the 1970s, a range of garages/service stations was offered in either Esso or BP logos (under the series no. MG-1).

Alongside Matchbox's die-cast cars, they offered a number of other products to compliment their die-cast cars. There were jigsaw puzzles featuring photographs of Matchbox vehicles placed in realistic scenes, detailed race track sets (their Superfast track came in bright yellow wider than Hot Wheels’ famous orange tracks), and even a snap-together wall display system for showing off collections. Kids could also build roadways and layouts, along with the Matchbox Motorways a slot-car system designed for their standard, non-powered models.

At several points, in an attempt to move into Mattel and Hasbro territory, Matchbox produced dolls, first a line of pirate dolls for younger school-age boys, and later baby dolls for pre-school girls. Numerous other non-die-cast items have been marketed, as well as a number of shorter-lived die-cast series (Historic Inn Signs, Disney cars, "Thunderbirds" models, etc.).

Die cast aeroplanes

As mentioned above, Matchbox also tried its hand in the die cast aeroplanes area, under the name Sky Busters. The models were not only produced for children; Sky Busters produced plane models for such airlines as Aeroméxico, Air France, British Airways, Iberia, Lufthansa and Saudi Arabian Airlines. However, they were and are designed more for the inexpensive toy market. Promotional models sold by the airlines themselves more often tend to be models of higher quality, exactness, and price.

Matchbox Motorways

In the late 1960s, the Arnold Minimobil system (Germany) was marketed as the Matchbox Motorway (UK). These consisted of easily assembled hard plastic track, designed to look like concrete roads, rather than the soft plastic of Hot Wheels and Superfast track. The system worked by means of trackside electric motors driving continuous spring loops which would run in channels. Small plastic pins could be attached to the underside of Matchbox vehicles which would pass through the slot in the track and engage with the spring, allowing the vehicles to be pulled along. There were three main sets: M1, M2 and M3.

Set M1 consisted of a simple oval of track. Small huts, on each side of the main straight track section, contained the individual motors which powered each lane, allowing the vehicles in adjacent lanes vehicles to be raced, although all vehicles in the same lane would travel at the same speed. As the drive spring for the outer slot would be longer than that of the inner slot, the springs were stored in colour-coded bags in the box.

Set M2 consisted of a simple figure-of-eight track, with both drive springs being of the same length. the springs were driven in a similar method to those in the M1 set.

Set M3, known as 'Switch-A-Track', instead of separate motors, had a single motor hidden in a dummy roundhouse in the centre of a roundabout. Whereas set M2 had a simple figure-of-eight layout, set M3 had a track layout consisting of two extended loops, connected by means of the central roundabout. Each of the 4 exits from the roundabout had a rocker switch which, through a mechanical linkage, moved small turnouts which would allow the vehicles to change path.

In addition, there was a set E2, an extension pack which could be added to set M2, which allowed for a greater variety of track layouts.

Slot cars

thumb|F1 McLaren Powertrack slot car

In the late '70s, Matchbox also produced slot cars called "Powertrack" or Speedtrack, which featured working headlights. (Some Powertrack models had parallel issues in the "normal" Matchbox 1-75 line.) Other slot car sets from Matchbox included a lane changer (which allowed cars to switch lanes) and a Race and Chase set which featured a police car and chased car which could jump and u-turn.

Scale soldiers

Also in the late 1970s, Matchbox produced a small range of 1:32 and 1:76 Second World War toy soldiers in direct competition to Airfix. These sets included British, German and American infantry, the British 8th Army and the German Afrika Korps and British Commandos. Though Matchbox's sets featured fewer figures than comparable Airfix sets (15 vs. 29 in 1:32), they included weapons that Airfix did not model (flame-throwers, heavy machine guns), and Montgomery and Rommel figures in the Desert War sets. The figures were popular for their high-quality molding and their different extra weapons and poses as compared to the more common Airfix sets.

Action figures

During the 1970s Matchbox created its own lines of action figures including Matchbox Fighting Furies—pirate and cowboy figures with separate costumes—in 1974 and Mobile Action Command, plastic figures with accessories and rescue-themed vehicles. From the 1980s onwards its action figure lines tied in with television and animations such as Ring Raiders, Robotech, Voltron, Parasites, Monster in My Pocket and Pee-Wee's Playhouse. They ceased developing most of such lines when Matchbox was absorbed into Tyco; some of the Robotech toys were later re-released by Playmates Toys under the Exosquad line.

Video games

In the 1990s and early 2000s, Matchbox also published several video games that tied into the Matchbox line of model vehicles. These games featured construction and emergency services (fire, police, ambulance, rescue), with game play involving vehicle-appropriate action sequences (for example, intercepting a robbery with a squad car in Motor City Patrol). These games were developed by other companies for a variety of platforms, including Game Boy handheld gamers, the NES video gaming system, and PC. Later that year, Skydance Media joined in making the film with Mattel Films. On May 7, 2024, Mattel and Skydance hired Sam Hargrave to direct. On September 17, 2024, it was announced that John Cena has been cast as the lead and the film is set to be released on Apple TV. In November, Jessica Biel was attached to star in the film. In the following month, Sam Richardson, Arturo Castro, Teyonah Parris and Danai Gurira were added to the cast. It is set to be released on October 9, 2026.

Matchbox collectors

thumb|Matchbox toy cars

As with any other item dealing with transportation, sports or similar themes, it did not take long before Matchbox models became collectable items, with rabid followings, collectors' meets, etc. The Fred Bronner Corp., American importer of Lesney toys, took a first step towards organising this movement to a small extent by creating the "Matchbox Collectors Club", which produced a polished, quarterly, four to six page newsletter for a small membership fee, starting in the late 1960s. The MCC was primarily aimed at younger collectors.

In the 1970s, adult collectors began to form semi-official clubs to discuss collecting at a higher level of sophistication. Variations were discussed and catalogued, swap meets organized, and new journals or bulletins began to appear, written by and for the serious collector. Not unlike stamps or coins, prices for older and/or more collectable models began to spiral upwards in a trend that continues. Collecting is, however, not limited to the models themselves. Anything related to Matchbox ― catalogues, dealer display cases, promotional literature, etc. ― is also collected. In the US, two competing clubs were both established in Massachusetts (NAMC, the National Association of Matchbox Collectors, run by Bob Brennan, and AIM, the American-International Matchbox club, run by Harold Colpitts). These clubs were the central force of Matchbox collecting in US during the 1970s and 1980s (though both have since ceased to exist), and from them, further spin-offs were formed, including UK Matchbox (run by Ray Bush), MICA (Matchbox International Collectors Association) and Matchbox USA (run by Charlie Mack), the latter of which are still in operation. Charlies Mack, as well as others, have also published books for collectors showing models, their variations and giving value/price guidance. The Route 66 Die cast collectors gathering of friends is also in existence, and happens annually in July and is located in Albuquerque, New Mexico. This is the only existing die cast show to feature the Matchbox Team making an appearance, and having exclusive models made just for the advent.

Dinky collecting is centred around the United Kingdom and France, Corgi collecting in the UK, and Hot Wheels collecting in North America. Matchbox collecting is popular in the UK, Commonwealth countries and in North America.

Like many high value collectable items Matchbox models are now prone to faking. Rare variations can be quite easily made up using genuine parts, and then sold as a "rare" variation.

Sky Busters series

Matchbox Sky Busters is a range of die-cast model aircraft produced under the Matchbox brand, initially by Lesney Products and later by Mattel.

The earlier Sky Busters were produced in 1973 from London, England. During the 1970s, Skybusters competed against Dyna-Flytes, produced by San Diego–based Zee Toys and the Ertl Company distributed-Hong Kong manufactured Lintoy.

Skybusters combined military and commercial aircraft models at their earlier stage. The United States Air Force, Air France, Federal Express, Lufthansa and QX Express were among the first brands to advertise with Skybusters. Some of the first Skybusters released were Learjet, Airbus A300, Boeing 747 and Corsair AD7 airplanes.

In 1976, the Skybusters line returned, at a time when the die cast airplanes market was largely dominated by Dyna-Flytes. The brand kept coming on and off the market until the 2000s, when Mattel decided to release the models each year. For a long time, no airlines were under contract with Matchbox to produce Skybusters models. The most recent ones are American Airlines and UPS, with British Airways, Alaska Airlines, Lufthansa and DHL also in the near past. (Delta Air Lines and United Airlines did not have a contract with Matchbox since the takeover of Northwest Airlines and Continental Airlines, respectively), but jetliners were still released under fictional airline names, such as Matchbox Airlines (also called MBX Airways).

In 2012, Matchbox Skybusters released a replica of The Bat, an aircraft from the film The Dark Knight Rises.

In 2024, Matchbox announced a partnership with SpaceX to produce models of that company's aircraft.

During 2025, Matchbox returned to featuring real airline brands on their Skybusters series, with the release of an American Airlines A320 as well as a UPS Airlines Boeing 747-400.

References

External links

Matchbox Catalogue on Cobra Toys website (archived)