Mebetoys
Encyclopedia
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
.
and fellow Italian Polistil
. Models were exact to scale with many moving parts, and generally more sophisticated than venerable British producers Corgi and Dinky Toys.
Sinclair's Auto Miniatures, largely responsible for bringing the diecast collector hobby to the United States, discussed that many people were not aware that Mebetoys also made a few promotional issue diecast cars (Sinclair's 1977; Levine 2009). In the 1960s the company issued a couple of 1:24 scale Alfa Romeos, referred to as the "le veterane" set. These two cars were a 1925 Grand Prix car and a 1951 Alfetta racer. They had exquisite detail with rubber tires and were mounted on a wood base with a decorative identification plate and covered with a clear plastic display box. These were reissued in the late 1970s (Sinclair's 1977).
, which carried on Mebetoys models and began to market new 1/43 scale cars (Force 1992, pp. 146-147). At first, these were the same realistic Mebetoys European models and had many opening features, rubber tires, and excellent detail.
Incrementally, however, Mattel changed many aspects of Mebetoys. Hard plastic 'speed' tires replaced rubber and new California custom body designs were introduced in 1:43 scale and marketed as Hot Wheels
Gran Toros, though they still said Mebetoys on the base. Thus the marque became less 'European' with more Mattel influence.
In order to attract buyers in the U.S. market, models like the realistic Toyota 2000 GT were augmented with ones such as Tom Daniel's fantasy custom Twin Mill (a model still used in the standard Hot Wheels line). The Hot Wheels
flames-off-the-wheel emblem was applied to some Mebetoys packaging. "Hot Wheels" was translated into Italian as "Sputafuoco", or literally, the cars that "spit fire". Thus Mebetoys were marketed as a sort of larger Hot Wheels
range. The 1:43 scale line was discontinued entirely around 1983.
, the Besana brothers set up Martoys
. This firm made car models in 1/24th scale for only two years, from 1974 to 1976. Then because of confusion with Louis Marx and Company
, the name was changed to Bburago
, with two 'Bs' (the first B stood for the creator's name, Besana, while the remainder was for the town of Burago di Molgora where the models were made). Bburago became probably the most well-known and popular producer of 1:18 scale models through the 1980s and 1990s. Bburago's assets were sold in 2006 to Maisto.
Italy
Italy , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...
toy
Toy
A toy is any object that can be used for play. Toys are associated commonly with children and pets. Playing with toys is often thought to be an enjoyable means of training the young for life in human society. Different materials are used to make toys enjoyable and cuddly to both young and old...
manufacturer that produced die-cast
Die-cast toy
The term die-cast toy here refers to any toy or collectible model produced by using the die casting method. The toys are made of metal, with plastic, rubber or glass details. Wholly plastic toys are made by a similar process of injection moulding, but the two are rarely confused...
model cars during the 1960s and 1970s. For most of that time the company was 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...
.
History
The Gran Toros website says that Mebetoys was started by the Besana family in 1959 as a toy die casting company, in Oleggio Castello, Novara, Italy (close to Milan). The name comes from MEccanica BEsana TOYS. A diecast car line was started in 1966, a rather late entry into diecast vehicle production. In detail and proportion, Mebetoys joined the triumvirate of superior model producers which included French SolidoSolido
Solido is a french manufacturer of die-cast model cars and trucks based in Oulins, Anet, France, about 40 miles west of Paris. Cars are usually made of the alloy zamac in varying sizes, but mostly 1:43 scale.-History:...
and fellow Italian 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...
. Models were exact to scale with many moving parts, and generally more sophisticated than venerable British producers Corgi and Dinky Toys.
Model Details
Some Mebetoys models were very clever such as the Autobianchi A66 Elaf petroleum with a roof luggage rack with two large plastic oil barrels affixed there, or the Porsche 912 Rally (a 911 in rally form) which had rock guards in thin yellow plastic strips covering the front windshield and hood and also featuring red and chrome body and bumper supports which extended from front bumper to rear. The car, in 1:43 scale, was topped off, literally, with three spare tires on the roof. Other models were unique because they were not offered elsewhere, like the ISO Fidia S4 grand touring sedan. Politoys had the Rivolta and Corgi and Matchbox made the Grifo ubiquitous, but nobody else made the Fidia S4.Sinclair's Auto Miniatures, largely responsible for bringing the diecast collector hobby to the United States, discussed that many people were not aware that Mebetoys also made a few promotional issue diecast cars (Sinclair's 1977; Levine 2009). In the 1960s the company issued a couple of 1:24 scale Alfa Romeos, referred to as the "le veterane" set. These two cars were a 1925 Grand Prix car and a 1951 Alfetta racer. They had exquisite detail with rubber tires and were mounted on a wood base with a decorative identification plate and covered with a clear plastic display box. These were reissued in the late 1970s (Sinclair's 1977).
Changes by Mattel
In 1969, Mebetoys was bought by MattelMattel
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...
, which carried on Mebetoys models and began to market new 1/43 scale cars (Force 1992, pp. 146-147). At first, these were the same realistic Mebetoys European models and had many opening features, rubber tires, and excellent detail.
Incrementally, however, Mattel changed many aspects of Mebetoys. Hard plastic 'speed' tires replaced rubber and new California custom body designs were introduced in 1:43 scale and marketed as 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:...
Gran Toros, though they still said Mebetoys on the base. Thus the marque became less 'European' with more Mattel influence.
In order to attract buyers in the U.S. market, models like the realistic Toyota 2000 GT were augmented with ones such as Tom Daniel's fantasy custom Twin Mill (a model still used in the standard Hot Wheels line). The 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:...
flames-off-the-wheel emblem was applied to some Mebetoys packaging. "Hot Wheels" was translated into Italian as "Sputafuoco", or literally, the cars that "spit fire". Thus Mebetoys were marketed as a sort of larger 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:...
range. The 1:43 scale line was discontinued entirely around 1983.
Diecast Legacy
From the Gran Toros website again, it states that Mebetoys was founded by Ugo and Martino Besana in 1959. Mario Besana joined the company in 1967, one year after the company started producing cars. After selling the brand to MattelMattel
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...
, the Besana brothers set up Martoys
Martoys
Martoys was a diecast toy car company founded close to Milan, Italy, in 1974.-Between Mebetoys and Bburago:Martoys was founded by the Besana brothers, Ugo, Martino, and Mario, who sold their first well-known brand Mebetoys to Mattel . For this brand new line, only models in 1/24 scale were produced...
. This firm made car models in 1/24th scale for only two years, from 1974 to 1976. Then because of confusion with Louis Marx and Company
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:...
, the name was changed to 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 'Bs' (the first B stood for the creator's name, Besana, while the remainder was for the town of Burago di Molgora where the models were made). Bburago became probably the most well-known and popular producer of 1:18 scale models through the 1980s and 1990s. Bburago's assets were sold in 2006 to Maisto.