Miniature marvels that fuel automotive dreams. We're taking a nostalgic journey down memory lane to explore the history of die-cast pioneers, Matchbox.
- School rules spark an icon
- The early years
- Matchbox today, tomorrow and in the future
- Matchbox on the big screen
While the world may be transitioning to digital playthings, there are few more core memories for us as kids than the toys we played with. From icons such as the Barbie doll and the downright weird and wacky Furby to more practical offerings like Play-Doh or the Tech Deck, we’ve all got our favourites.
However, when it comes to icons, it’s hard to go past the toy car. These tiny, intricate replicas of our favourite vehicles were more than just toys; they were an expression of our budding personalities and for some, a gateway to a world of automotive wonder. But where did it all start for one of the world’s most iconic die-cast car brands?
School rules spark an icon
The story of Matchbox cars begins in the 1950s, in a post-war Britain brimming with innovation and optimism. Lesney Products, a small London-based company, was the birthplace of these iconic toys. The founders, Leslie Smith and Rodney Smith (no relation) initially produced industrial parts and small toys. However, their fortunes changed dramatically when they introduced the first Matchbox car in 1953.
The idea was sparked by a simple school rule. Leslie’s daughter was only allowed to bring toys to school that could fit inside a matchbox. Inspired, Leslie and Rodney designed a scaled-down version of the Queen’s Coronation Coach. It was an instant hit, and the Matchbox brand was born.
The early years
The early years of Matchbox were marked by a focus on British vehicles. From the classic Routemaster double-decker bus to the charming Austin FX3 London Taxi, these models reflected Britain’s streetscape. However, as the brand’s popularity grew internationally, so too did the diversity of its models. American muscle cars, sleek European sports cars, and even fantastical concept cars soon joined the lineup.
Matchbox cars were not just about variety; they were about detail. Each model was a faithful recreation of its full-sized counterpart, right down to the smallest features. The doors opened, the bonnets lifted, and the wheels spun, all to the delight of kids (and kids at heart) worldwide. This attention to detail set Matchbox apart from its competitors and cemented its place in the hearts of car enthusiasts.
The 1970s saw Matchbox facing stiff competition from Hot Wheels, an American brand known for its flashy designs and high-speed track sets. In response, Matchbox diversified its range, introducing Superfast wheels for speed and playsets for added fun. Despite these efforts, the brand struggled financially, leading to its acquisition by Universal Toys in 1982.
Under new ownership, Matchbox underwent a revival. The focus returned to realism and detail, with a renewed emphasis on emergency and utility vehicles. This strategy proved successful, and Matchbox regained its place in the market.
Matchbox today, tomorrow and in the future
Today, Matchbox is owned by Mattel, the same company that owns its main rival Hot Wheels. Despite this, the two brands have maintained their distinct identities. Matchbox continues to be the go-to brand for realistic, detailed models, while Hot Wheels caters to those chasing outright speed on the rollout track and wild car designs.
In 2023, Matchbox celebrates its 70th Birthday too and with one Matchbox car is sold every second, it is one of the biggest car makers in the world!
The legacy of Matchbox cars extends beyond the realm of children’s toys too. They have become collectors’ items, with rare models fetching high prices at auctions. In fact, the 1961, Magirus-Deutz Crane holds the title as the most valuable Matchbox ever made with the little brown crane being sold for a hefty USD$13,000 in 2017! They have inspired countless careers in automotive design and engineering. Most importantly, they have fuelled the automotive dreams of generations.
As we look to the future, it’s clear that Matchbox Cars will continue to deliver on engaging with young ones and sparking the same automotive passion that lives inside many of us here at carsales. With plans for more environmentally friendly models and a commitment to diversity and representation, the brand is poised to inspire a new generation of car enthusiasts.
Matchbox on the big screen
In July 2022, Skydance and Mattel announced today plans to develop a live-action Matchbox film.
“For nearly 70 years, Matchbox has carried enormous cultural relevance and inspired generations of kids to unleash their imaginations, combining what they see in the world every day with what they dream their own world to be,” said Robbie Brenner, Executive Producer of Mattel Films. “We look forward to working with our incredible partners at Skydance Media to craft a story for the big screen that evokes the same, imaginative spirit of this beloved Mattel franchise and delights fans of all ages.”
“We are thrilled to be working with Robbie Brenner and her amazing creative team at Mattel,” said Don Granger, President, Feature Films of Skydance. “Pairing Skydance’s unique brand of premium, elevated action-adventure entertainment with the incredible legacy of the Matchbox brand is a fantastic opportunity. There is a shared experience for everyone who has played with a Matchbox vehicle or playset, where they create their own inventive action sequence and we’re excited to craft a worldwide adventure film worthy of such imagination.”
Stylist Josette Mehrdad
So, whether you’re a seasoned collector, a casual enthusiast, or simply someone with fond childhood memories, toy cars remind us that the joy of motoring isn’t just about speed or power. These pint-sized prodigies are a testament to our enduring love affair with cars. In the case of Matchbox, it’s the beauty of design and the simple pleasure of holding a world of automotive wonder in the palm of your hand that make these miniature marvels an icon.
Keyword: The history of Matchbox cars