Lesney Products
Encyclopedia
Lesney Products & Co. Ltd. was a British manufacturing company responsible for the conception, manufacture, and distribution of die-cast toys under the "Matchbox" name.
during World War II
. Shortly after they founded the company, Rodney Smith introduced to his partner a man named John "Jack" Odell
, an engineer he had met in a previous job at D.C.M.T. (another die-casting company). Mr. Odell initially rented a space in the Lesney building to make his own die-casting products, but he joined the company as a partner in that same year.
Lesney originally started operations in a derelict pub in north London
(The Rifleman), but later, as finances allowed, changed several location times before finally moving to a factory in Hackney
which became synonymous with the company. In late 1947 they received a request for parts to a toy gun. As that proved to be a viable alternative to reducing their factory's output during periods in which they received fewer or smaller industrial orders, they started to make die cast model toys in the next year. However, seeing no future for the company, Rodney Smith left the company in 1951.
Yet, seen in hindsight, the first model toy they produced in 1948 — a die-cast road roller based clearly on a Dinky
model (the industry leader in die-cast toy cars at that time) — proved also to be the first of perhaps three major milestones on the path to their eventual destiny. It established transportation as a viable and interesting theme; other similar models followed, including a cowboy-influenced covered wagon and a soap-box racer. Of course, the company continued to produce non-toy items; of those marketed directly by Lesney, one of the more popular ones was a bread-bait press, well liked by British anglers at the time.
The next crucial milestone was the production of a replica of the Royal State Coach in 1953, the year of the coronation of Queen Elizabeth II. Two versions were created, the first in a larger scale, followed by a smaller-scale model. It was this second model that sold over a million units, a massive success at the time. The profits from the sales provided valuable capital for further investments.
The final and decisive stepping stone in the pre-Matchbox era was a toy which Mr. Odell designed for his daughter: Her school only allowed children to bring toys that could fit inside a matchbox, so Mr. Odell crafted a scaled-down version of the Lesney green and red road roller. Based on the aforementioned size restriction, the idea was born to sell the model in a replica matchbox — thus also yielding the name of the series which would propel Lesney to worldwide, mass-market success. The road roller ultimately became the first of the Matchbox 1-75 miniature range; a dump truck and a cement mixer completed the original three-model release.
In the early years of the series, Lesney used a partner company, "Moko" (itself also named after its founder, Moses Kohnstam), to market/distribute its toys. This distribution was documented on the boxes themselves, on which the text "A Moko Lesney product" appeared. However, by the end of the decade, Lesney was able to buy Moko, marketing its products under its own name from that point on. A period of great expansion, tremendous profit, and recognition followed: In 1966, Lesney received their first (of several) Queen's Awards for Industry. By the mid-'60s, Matchbox was the largest brand of die-cast model vehicles in the world, and had diversified the line into multiple series. For further details on the history of the Matchbox series, see the article Matchbox (brand).
On July 11, 1982, after years of difficulties due to the economic climate in Britain at the time, Lesney went bankrupt and into receivership. Competing companies Mettoy
(Corgi
) and Meccano
(Dinky
) also suffered the same fate. The Matchbox brand as well as Lesney's tooling were bought by and became a division of Universal Holdings/Universal Toys, where the company re-formed as "Matchbox International Ltd." Tooling and production were moved to Macau. Jack Odell went on to form a new company, Lledo
, where he produced models similar to early Matchbox Models of Yesteryear. Today, the Matchbox brand is owned by Mattel
, creators of Hot Wheels
.
Some of the tools and dies created in the Lesney era are still used in the Matchbox line as of 2007.
History
Lesney was founded in 1947 as an industrial die-casting company by Leslie Smith (March 6, 1918 - May 26, 2005) and Rodney Smith. The two men were not related by blood; they had been school friends and served together in the Royal NavyRoyal Navy
The Royal Navy is the naval warfare service branch of the British Armed Forces. Founded in the 16th century, it is the oldest service branch and is known as the Senior Service...
during World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
. Shortly after they founded the company, Rodney Smith introduced to his partner a man named John "Jack" Odell
Jack Odell
John William "Jack" Odell, OBE was the English inventor of Matchbox toys and the engineer responsible for their unique design. He joined with partners Leslie Smith and Rodney Smith to form Lesney Products....
, an engineer he had met in a previous job at D.C.M.T. (another die-casting company). Mr. Odell initially rented a space in the Lesney building to make his own die-casting products, but he joined the company as a partner in that same year.
Lesney originally started operations in a derelict pub in north London
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
(The Rifleman), but later, as finances allowed, changed several location times before finally moving to a factory in Hackney
Hackney Wick
Hackney Wick is an area straddling the boundary between the London Borough of Hackney and the London Borough of Tower Hamlets in east London. It is an inner-city development situated 5 miles northeast of Charing Cross...
which became synonymous with the company. In late 1947 they received a request for parts to a toy gun. As that proved to be a viable alternative to reducing their factory's output during periods in which they received fewer or smaller industrial orders, they started to make die cast model toys in the next year. However, seeing no future for the company, Rodney Smith left the company in 1951.
Yet, seen in hindsight, the first model toy they produced in 1948 — a die-cast road roller based clearly on a Dinky
Dinky Toy
Dinky Toys are die-cast miniature vehicles which were produced by Meccano Ltd at Binns Road, Liverpool, England - makers of Hornby railway sets, named after founder Frank Hornby.- Pre-war history :...
model (the industry leader in die-cast toy cars at that time) — proved also to be the first of perhaps three major milestones on the path to their eventual destiny. It established transportation as a viable and interesting theme; other similar models followed, including a cowboy-influenced covered wagon and a soap-box racer. Of course, the company continued to produce non-toy items; of those marketed directly by Lesney, one of the more popular ones was a bread-bait press, well liked by British anglers at the time.
The next crucial milestone was the production of a replica of the Royal State Coach in 1953, the year of the coronation of Queen Elizabeth II. Two versions were created, the first in a larger scale, followed by a smaller-scale model. It was this second model that sold over a million units, a massive success at the time. The profits from the sales provided valuable capital for further investments.
The final and decisive stepping stone in the pre-Matchbox era was a toy which Mr. Odell designed for his daughter: Her school only allowed children to bring toys that could fit inside a matchbox, so Mr. Odell crafted a scaled-down version of the Lesney green and red road roller. Based on the aforementioned size restriction, the idea was born to sell the model in a replica matchbox — thus also yielding the name of the series which would propel Lesney to worldwide, mass-market success. The road roller ultimately became the first of the Matchbox 1-75 miniature range; a dump truck and a cement mixer completed the original three-model release.
In the early years of the series, Lesney used a partner company, "Moko" (itself also named after its founder, Moses Kohnstam), to market/distribute its toys. This distribution was documented on the boxes themselves, on which the text "A Moko Lesney product" appeared. However, by the end of the decade, Lesney was able to buy Moko, marketing its products under its own name from that point on. A period of great expansion, tremendous profit, and recognition followed: In 1966, Lesney received their first (of several) Queen's Awards for Industry. By the mid-'60s, Matchbox was the largest brand of die-cast model vehicles in the world, and had diversified the line into multiple series. For further details on the history of the Matchbox series, see the article Matchbox (brand).
On July 11, 1982, after years of difficulties due to the economic climate in Britain at the time, Lesney went bankrupt and into receivership. Competing companies Mettoy
Mettoy-Corgi
Corgi Toys is the name of a range of die-cast toy vehicles produced by Mettoy Playcraft Ltd. in the United Kingdom. The Mettoy company was founded in 1933 by German émigré Philip Ullmann in Northampton, England, where he was later joined by South African-born German Arthur Katz who had previously...
(Corgi
Corgi Classics Limited
Corgi Classics Limited is a die-cast model manufacturer which has its origins in the Corgi Toys brand introduced by Mettoy in 1956.-The Corgi Toys era: 1956 to 1995:...
) and Meccano
Meccano Ltd
Meccano Ltd was a British toy company established in 1908 by Frank Hornby in England to manufacture and distribute Meccano and other model toys and kits created by the company...
(Dinky
Dinky Toy
Dinky Toys are die-cast miniature vehicles which were produced by Meccano Ltd at Binns Road, Liverpool, England - makers of Hornby railway sets, named after founder Frank Hornby.- Pre-war history :...
) also suffered the same fate. The Matchbox brand as well as Lesney's tooling were bought by and became a division of Universal Holdings/Universal Toys, where the company re-formed as "Matchbox International Ltd." Tooling and production were moved to Macau. Jack Odell went on to form a new company, Lledo
Lledo
Lledo was a brand of die cast toys, founded in 1982 by Matchbox co-founder Jack Odell and Burt Russell. The factory produced diecast vehicles in Enfield, England from 1983 to 1999...
, where he produced models similar to early Matchbox Models of Yesteryear. Today, the Matchbox brand is owned by Mattel
Mattel
Mattel, Inc. is the world's largest toy company based on revenue. The products it produces include Fisher Price, Barbie dolls, Hot Wheels and Matchbox toys, Masters of the Universe, American Girl dolls, board games, and, in the early 1980s, video game consoles. The company's name is derived from...
, creators of Hot Wheels
Hot Wheels
Hot Wheels is a brand of die cast toy car, introduced by American toymaker Mattel in 1968. It was the primary competitor of Matchbox until 1996, when Mattel acquired rights to the Matchbox brand from Tyco.-Models:...
.
Some of the tools and dies created in the Lesney era are still used in the Matchbox line as of 2007.
Non-Matchbox Lesney toys
Although the name Lesney became synonymous with Matchbox, the company produced several toys previous to and into the Matchbox era which were not sold under that famous moniker. Today, these are highly collectible items. They include:- Road Roller (1947), later scaled down to become Matchbox no. 1*
- Cement Mixer (1948), later scaled down to become Matchbox no. 3*
- Caterpillar Crawler (1948), later scaled down to become Matchbox no. 8
- Caterpillar Bulldozer (1948), later scaled down to become Matchbox no. 18
- Milk Float (1949), later scaled down to become Matchbox no. 7; this was the 1st toy made in Lesney's second factory at Barratts Grove
- Soap-Box Racer (1949)
- Rag & Bone Cart (1949)
- Prime Mover & Trailer (1950), used in different scales later as Matchbox 1-75 and Major Pack models
- Jumbo the Elephant (1950), a clockwork toy (marketed by Moko)
- Muffin the Mule (1951), a puppet animal based on a TV show (marketed by Moko)
- large Royal State Coach (1951 & 1952); the 1st version included figures of king and queen; the horses were cast by competing company BenbrosBenbrosBenbros Ltd was a British toy company in existence from 1953 to 1965.The company was founded by two brothers, Jack and Nathan Beneson, the name a contraction of "Beneson Brothers" and were based at 145 Gosport Road Walthamstow.Benbros produced-...
- small Royal State Coach [Coronation Coach] (1953), first big seller, provided capital for further ventures
- Massey-Harris Tractor (1954), perhaps the finest Lesney toy, later scaled down to become Matchbox no. 4
- Conestoga Covered Wagon (1954)
* The first release under the Matchbox name included three models, two of which (nos. 1 and 3) were based on larger Lesney toys as described above. The third model, the no. 2 Dump Truck, was actually a scaled-down version of a competitor's model, the original having been manufactured by Condon Products Ltd.
See also
- Matchbox (brand), for details of the history of the Matchbox series
- Meccano LtdMeccano LtdMeccano Ltd was a British toy company established in 1908 by Frank Hornby in England to manufacture and distribute Meccano and other model toys and kits created by the company...
- MattelMattelMattel, Inc. is the world's largest toy company based on revenue. The products it produces include Fisher Price, Barbie dolls, Hot Wheels and Matchbox toys, Masters of the Universe, American Girl dolls, board games, and, in the early 1980s, video game consoles. The company's name is derived from...
External links
- BAMCA, the Bay Area Matchbox Collectors Association - a site with comprehensive listings of Lesney products, including detailed product information and photographs
- Photos of non-Matchbox Lesney toys as well as of Matchbox and competitors' models, and of the Lesney factory in Hackney
- History of Lesney and of Matchbox Models of Yesteryear
- www.70's-matchbox.de - Extensive matchbox collection of the 70's epoch
- Lesney Industries still die-casting in Hackney
- Matchboxmemories - Great site on the 'Models of Yesteryear' range
- MOYBOYZ - forum chat board for collectors of the 'Models of Yesteryear' range