Matchbox (brand)
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| Product type | Die cast toy |
|---|---|
| Owner | Mattel |
| Country | United Kingdom |
| Introduced | 1953 |
| Related brands | Corgi, Dinky, Hot Wheels, Husky, Lledo |
| Markets | Worldwide |
| Previous owners |
Tyco Toys Universal Toys Lesney Products |
| Registered as a trademark in | United States |
| Website | www.matchbox.com |
Matchbox is a popular toy brand which was introduced by Lesney Products in 1953, and is now owned by Mattel, Inc. The brand was named as the original die-cast Matchbox toys, which were sold in boxes similar in style and size to those in which matches were sold. Subsequently, the brand would encompass a broad range of toys including larger scale die-cast models and various non die-cast lines such as plastic model kits and action figures.
During the 1980s, Matchbox started to switch to the more conventional plastic and cardboard "blister packs", that were used by other die cast toy brands such as Hot Wheels. The box style packaging was re-introduced for the collectors' market in recent years, particularly with the release of the "35th Anniversary of Superfast" series in 2004.
The Matchbox name started in 1953 as a brand name of the British die-casting company, Lesney Products, whose reputation would be moulded by John W. "Jack" Odell (1920-2007), Leslie Charles Smith (1918-2005), and Rodney Smith (hence the name Lesney); their first major sales success, was the million-selling model of Queen Elizabeth II's coronation coach. Shortly thereafter, Lesney co-owner Jack Odell (b. 1920 – d. 2007) created a toy that effectively provided the final, missing link to the company's future. It 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 of the mass-market success story of the Matchbox series. As mentioned above, because the one defining factor for the toys was that each model had to fit in a matchbox, the idea was born to sell the models in replica matchboxes — thus yielding the name of the series. It also resulted in the description of the models' scales being "1:box" (as opposed to more "serious" scales such as 1:87, 1:64, or 1:43).
Additional models — mostly British at first — continued to be added to the range throughout the decade, including cars such as an MG Midget TD, a Vauxhall Cresta, a Ford Zodiac, and many others. As the line 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 (and their clever packaging) allowed Matchbox to occupy a market niche barely touched by the competition (and certainly not by Dinky); the associated price advantage made Matchbox models affordable for every child, and helped establish Matchbox as a household word for small model toy cars — whatever the brand. Although used generically, "MATCHBOX" (in capital letters and quotation marks) was registered as a worldwide trademark to protect the Matchbox brand from competition.
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