Martoys
Encyclopedia
Martoys was a diecast toy car company founded close to Milan, Italy, in 1974.
to Mattel
(Gran Toros website). For this brand new line, only models in 1/24 scale were produced. In 1976, after only two years, the Besanas renamed the brand Bburago
(with two 'B's at the beginning of the name) because of possible confusion with the classic toy maker Marx Toys, which, in any event, was most often referred to as Marx
(Gran Toros website; MarXToys website).
In that catalog, the Audi, BMW, Lancia Beta, Renault 5 and Range Rover were shown with photographs of real vehicles, not the models, so there is some doubt about whether all the proposed line was produced as Martoys, or if some were later introduced after the name change to Bburago. A FIAT 131 (plain and Carabinieri) was also apparently produced, but it was not shown in the 1975 catalog. A newsletter/flyer from David Sinclair, perhaps the earliest importer of Martoys to the United States, reported all of the above were available except the Lancia Beta (listed as available later) and the FIAT 131 (not listed at all, see Sinclairs 1976; Levine 2009). The 131 appears to have been the last model to reach production under the Martoys label.
Models were attractive and well-done but this was when larger scales were just beginning (along with Polistil) to be popular for their detail, yet before collector and consumer demand for near perfect rendition came about (Sinclair's 1976). Some of the Martoys line simply did not look right. The frames on the opening doors of the FIAT 127 were thick and looked toy-like. The BMW 3.0 CS simply could not capture the delicate fender curves and grille proportions of the real car. The subtle lines that defined the beauty of the real machine that Alexander Calder went on to decorate were lost on the Martoys model. On the other hand, the Porsche 911 was very nicely done, especially the engine detail, and with a little bit of trim paint - was stunning (Sinclair's 1976).
The boxes featured a picture of the model and not usually the real car (in contrast to fellow Italian manufacturer Polistil
's S series which had actual photos of the real machines). Later, all models had a white box with less flamboyant graphics. As with Polistil's S-series, box designs did not have the transparent plastic window to see the real model inside that became the standard for all larger scale toys later on. Printed on the bottom panel of the box were specifications of the real car, and if you were lucky the catalog came inside.
in 2008. A perusal of the company history and vision on the official Bburago website says nothing about Martoys (Bburago website), though one could say Martoys was in many ways responsible for the big trend in larger scale diecast that was to become the rage in the 1980s and 1990s.
The Gran Toros website reports that Martino Besana died around 1993. As of 2008, Mario was suffering from cancer, but Ugo was in good health. Ugo (now in his 80s) and his wife had founded Vivien Company making toy irons and ironing boards - products similar to those made in the early days of Mebetoys (Gran Toros website).
Between Mebetoys and Bburago
Martoys was founded by the Besana brothers, Ugo, Martino, and Mario, who sold their first well-known brand MebetoysMebetoys
Mebetoys was an Italian toy manufacturer that produced die-cast model cars during the 1960s and 1970s. For most of that time the company was owned by Mattel.-History:...
to 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...
(Gran Toros website). For this brand new line, only models in 1/24 scale were produced. In 1976, after only two years, the Besanas renamed the brand Bburago
Bburago
Bburago is an Italian model car manufacturer, that was based in Burago di Molgora, Italy, which made mostly diecast cars from 1976 to 2005, and then under the May Cheong group since 2007.-Early years:...
(with two 'B's at the beginning of the name) because of possible confusion with the classic toy maker Marx Toys, which, in any event, was most often referred to as Marx
Louis Marx and Company
Louis Marx and Company was an American toy manufacturer from 1919 to 1978. Its boxes were often imprinted with the slogan, "One of the many Marx toys, have you all of them?"-Logo and Offerings:...
(Gran Toros website; MarXToys website).
Models
According to the 1975 catalog, there were only nine basic models in the Martoys line-up, though some of these were offered in a couple of versions each (Martoys 1975). These models were: Renault Alpine (and Alpine rally), Porshe 911 (S, Carrera RS, and "polizei"), FIAT 127 (plain, "vigili urbani", and rally), Lancia Stratos (Marlboro or Alitalia), Range Rover (plain and airport fire), Renault 5, BMW 3.0 CS, Lancia Beta, and Audi 80GT (Martoys 1975; Sinclair's 1976).In that catalog, the Audi, BMW, Lancia Beta, Renault 5 and Range Rover were shown with photographs of real vehicles, not the models, so there is some doubt about whether all the proposed line was produced as Martoys, or if some were later introduced after the name change to Bburago. A FIAT 131 (plain and Carabinieri) was also apparently produced, but it was not shown in the 1975 catalog. A newsletter/flyer from David Sinclair, perhaps the earliest importer of Martoys to the United States, reported all of the above were available except the Lancia Beta (listed as available later) and the FIAT 131 (not listed at all, see Sinclairs 1976; Levine 2009). The 131 appears to have been the last model to reach production under the Martoys label.
Models were attractive and well-done but this was when larger scales were just beginning (along with Polistil) to be popular for their detail, yet before collector and consumer demand for near perfect rendition came about (Sinclair's 1976). Some of the Martoys line simply did not look right. The frames on the opening doors of the FIAT 127 were thick and looked toy-like. The BMW 3.0 CS simply could not capture the delicate fender curves and grille proportions of the real car. The subtle lines that defined the beauty of the real machine that Alexander Calder went on to decorate were lost on the Martoys model. On the other hand, the Porsche 911 was very nicely done, especially the engine detail, and with a little bit of trim paint - was stunning (Sinclair's 1976).
Packaging
Martoys boxes had two different card-box designs. The older one featured accentuated bulbous graphic letters popular in the 1970s. The lettering was overlapped on top of itself four times, starting with a dark purple blue in the background and fading to lighter and lighter green on top, the 'O' in Martoys forming a three-ring red bulls eye that looked like the Target store symbol. The design was colorful and not subtle - it was more toy-like than collector-like.The boxes featured a picture of the model and not usually the real car (in contrast to fellow Italian manufacturer Polistil
Polistil
Polistil was a toy company headquartered in Milan, Italy, with production center in Chiari, Brescia. Polistil specialized in diecast metal and plastic vehicles of all sizes. The company also made toy and model tanks, dolls, robots and TV tie-ins...
's S series which had actual photos of the real machines). Later, all models had a white box with less flamboyant graphics. As with Polistil's S-series, box designs did not have the transparent plastic window to see the real model inside that became the standard for all larger scale toys later on. Printed on the bottom panel of the box were specifications of the real car, and if you were lucky the catalog came inside.
A Brand Forgotten
A couple of years after Mebetoys was sold to Mattel, the Besana brothers made plans to form the new company. Martoys, however, never had the chance to develop a firm image for itself. When the name was changed, none of the graphics or signage was kept. All was abandoned for the new Bburago look. Bburago's trek, even under an onslaught of larger scale toys and collectibles has lasted since 1976, though it was finally acquired by the Asian companyMaistoMaisto
Maisto International Inc. is a popular toy brand of the May Cheong Group . Maisto manufactures die-cast models of automobiles, aircraft, and motorcycles...
in 2008. A perusal of the company history and vision on the official Bburago website says nothing about Martoys (Bburago website), though one could say Martoys was in many ways responsible for the big trend in larger scale diecast that was to become the rage in the 1980s and 1990s.
The Gran Toros website reports that Martino Besana died around 1993. As of 2008, Mario was suffering from cancer, but Ugo was in good health. Ugo (now in his 80s) and his wife had founded Vivien Company making toy irons and ironing boards - products similar to those made in the early days of Mebetoys (Gran Toros website).