Corgi Die Cast Vehicles
MEMORIES:
KPac remembers...I had a lot of die cast cars growing up. I didn't have a lot of Corgi cars, but I ... More »
Posted on 11/14/08
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While fun toys are relatively easy to find, good toys are hard to come by. Incorporating quality design, durability, and most importantly, salability into any toy is a difficult process. But die-cast vehicles, by and large, buck the trend of “cheaps for chumps.” Since the mid-1930s, die-cast vehicles have enjoyed unyielding popularity, not just among kids, but among collectors, thanks to their attention to detail and commitment to quality.
Among the giants in the die-cast arena is Corgi Toys. Named after a breed of dog common to its homeland Wales, the Goliath now known as Corgi began as a simple David by the name of Mettoy Limited in the 1930s. Mettoy started producing die-cast vehicles in 1934, but halted production when war-time interests turned them to war-time production for the next decade and a half. With peace again restored, Mettoy picked up where they left off in 1949. At that time, the die-cast toy market was ruled by Dinky Toys, the behemoth located in mainland England. Mettoy remained undaunted, seeking out and hiring a man by the name of Marcel Van Kleemput to draw and design toy cars that would defeat Goliath with craftsmanship and innovation. It took some years, but when 1956 rolled in, Corgi die-cast vehicles rolled out into the British marketplace. They were an instant hit, thanks in no small part to a marketing slogan that delivered on its promise… “The First With Windows.”
The first Corgi catalog came a year later and television advertisements quickly followed. Profits gleaned from the sale of over two million toys prompted Corgi to do the all-too-often unheard of. They raised the standard. By 1959, Corgi cars came with interiors as detailed as the exteriors, and unique features such as spring suspension. Corgi began placing themselves in the public eye by showing up at trade shows and race tracks. As the years passed, more and more details were added. Hoods and trunks that opened and closed contained expertly crafted engine blocks and plastic luggage, respectively. Some models, like the E-Type Jaguar, had a removable (convertible) top. By the middle of the 1960s, Corgi die-cast vehicles could be found with battery powered head and taillights. Smaller versions called Husky Cars (later renamed Corgi Jr.), capable of fitting into a child’s pocket, became so successful that they led to the creation of Rockets, toy cars made specifically for racetracks.
In 1965, Corgi looked to the silver screen for their next innovation. The Aston Martin DB-5 – the sleek, silver, gadget-laden vehicle made immortal by James Bond in the movie Goldfinger – came with its own working ejection seat. What followed were a slew of cinema and serial tie-ins from the popular likes of Batman, The Man From U.N.C.L.E., and The Avengers, complete with custom details. One of the most highly sought after Corgi collectibles came along in 1968 with a reproduction of the eponymous car from Chitty Chitty Bang Bang.
While favorites such as the Batmobile and 007’s Aston Martin continued to sell for years to come, Corgi continued to expand. A completely new series – the four inch Corgi Cubs – hit shelves in 1976. By the end of the seventies, Corgi turned to comic book icons like Spider-Man, the Green Goblin, and Hulk for inspiration.
The seemingly dauntless success of Corgi finally wavered and in 1983, Corgi closed up shop. The cessation was short-lived, however, as Corgi reopened its doors a year later under new management. With sights newly set on the collector’s market, the Corgi Collectors club rapidly became a global sensation. Within a few years, Mattel Toys offered to buy out the company and Corgi accepted, but not without retaining the right to develop the cars themselves. The result: Corgi Classics, a new line focused on the now unforgettable master vehicles from the middle of the century.
Although no longer a giant or giant killer in the toy industry as they once were, Corgi still builds die-cast cars on the principles that made them popular for fifty years: quality and innovation. Whether as a beloved collector’s item or a durable sand box toy, Corgi die-cast cars keep on rolling. It comes as no surprise. After all, they build their cars for the long haul.
