Bburago

Bburago is an Italian-origin brand of die-cast model cars and toy vehicles. It became especially influential by making relatively affordable models in larger scales, above all 1:18 and 1:24, at a time when most mass-market miniature cars were smaller and the larger-scale segment was beginning to expand. The brand’s historical identity is closely associated with Burago di Molgora in Lombardy, where its products were manufactured for much of the period from the 1970s through the early 2000s. The business was established in 1974 as Martoys by the Besana brothers—Ugo, Martino, and Mario Besana. The brothers had previously been associated with Mebetoys, a model-car company whose brand was sold to Mattel. Martoys initially concentrated on 1:24-scale vehicles and introduced models of European sports cars, family cars, rally cars, police vehicles, and utility vehicles. In 1976 the company adopted the Bburago name. The two initial “B” letters were associated both with the Besana family name and with Burago di Molgora, the company’s home town. The renaming also differentiated the company from the earlier Martoys identity. Bburago’s product range expanded across several scales. Its 1:18 models became the brand’s signature offering and helped make large die-cast vehicles accessible to a broad audience. Many models included opening doors, hoods, and trunks, detailed engines and dashboards, working steering, spare wheels, and other features that gave them appeal to both children and entry-level collectors. The company also produced 1:24 models, 1:43 models, kits, and smaller vehicles in approximately 1:64 scale. Product families included Diamond, Super, and Gold ranges at 1:18, as well as Grand Prix, Bijoux, VIP, and Super lines at 1:24. The catalog covered European marques, classic automobiles, contemporary performance cars, racing vehicles, and selected commercial or utility vehicles. During the 1980s and 1990s, Bburago developed a strong position between inexpensive toy cars and expensive precision collectibles. Its models were generally more detailed than basic children’s toys but less costly than specialist collector products. Ferrari and other high-performance European marques became particularly important to the company’s commercial profile. The business nevertheless faced growing pressure in the 1990s from manufacturers that could produce at lower cost in Thailand and China, including Maisto, which later became Bburago’s corporate owner. Competition intensified as the 1:18 category attracted both budget and premium manufacturers. Bburago declared bankruptcy in October 2005 after losing market share and facing high Italian production costs. The company’s position was also affected by Mattel’s exclusive promotional agreement for Ferrari scale models, an important category in Bburago’s range. In 2006, Hong Kong-based May Cheong Group acquired the Bburago brand and manufacturing operations from the bankruptcy process. Production subsequently moved from Italy to China and other Asian manufacturing locations. The brand was relaunched in 2007 alongside May Cheong’s Maisto business. Under May Cheong, Bburago has continued as an active die-cast brand. Its portfolio has generally emphasized European vehicles, while Maisto has carried a broader global selection, reducing direct competition between the two brands within the group. Bburago has also returned to producing Ferrari models under the new ownership structure. The modern brand combines reissued versions of established castings with newer models and remains positioned as an accessible maker of licensed, displayable, and play-oriented scale vehicles.

Bburago’s history began with the Besana family’s involvement in Italian model-car manufacturing. Ugo, Martino, and Mario Besana had previously sold the Mebetoys brand to Mattel. In 1974 they established a new company under the name Martoys, based in Burago di Molgora, Lombardy. The first range concentrated on relatively large 1:24 models rather than the 1:43 scale associated with many earlier Italian model-car products. The early Martoys catalog included European vehicles such as the Renault Alpine, Porsche 911, Fiat 127, Lancia Stratos, Range Rover, Renault 5, BMW 3.0 CS, Lancia Beta, and Audi 80GT. Several models were offered in ordinary road, police, rally, or service-vehicle versions. Some proposed products shown in early catalog material may have been developmental rather than fully released, but the range established the company’s focus on substantial, feature-rich miniature cars. In 1976 the company changed its name to Bburago. The spelling with two initial “B” letters referred to the Besana family and the town where the company was located. The new identity replaced the Martoys graphics and packaging rather than simply extending the previous brand. Bburago initially continued many of the earlier 1:24 products and later broadened its catalog with 1:43 vehicles, smaller toy cars, kits, and increasingly important 1:18 models. The 1:18 range became the central pillar of Bburago’s business. At a time when larger-scale model cars were gaining popularity, Bburago offered comparatively affordable products with opening doors, hoods, and trunks, detailed engines, working steering, spare wheels, dashboards, and other play or display features. The models were not intended to compete directly with the most expensive precision collectibles, but they provided a bridge between children’s toys and specialist collecting. The company produced European classics, contemporary sports cars, luxury cars, racing cars, and selected non-European vehicles. Ferrari and Lamborghini models were among the most commercially significant types in the range. Bburago also maintained a substantial 1:24 program. Its Grand Prix line included Formula One and Indy cars, while Super and related ranges covered coupes, saloons, small cars, police versions, and rally liveries. The 1:43 Pocket series offered smaller and less mechanically elaborate products, generally without opening parts. Model kits used many of the same castings as assembled cars but could feature alternative racing or rally decorations. Their waterslide decals were regarded by collectors as difficult to apply, which contributed to the relative scarcity of well-finished examples. By the late 1990s, Bburago faced a much more crowded market. Maisto, Yatming, Ertl, Mira, Revell, Jouef, Anson, Hot Wheels, and other manufacturers competed in the larger-scale category, while specialist makers pursued premium collectors. Many competitors benefited from lower-cost production in Thailand or China. Bburago continued to manufacture in Italy, which placed pressure on its margins. The company also suffered commercially when Mattel received an exclusive promotional contract for Ferrari scale models, since Ferrari products had become a major part of Bburago’s range. Bburago entered bankruptcy in October 2005. In 2006, May Cheong Group acquired the brand and manufacturing operations. May Cheong already owned Maisto and subsequently controlled the Polistil brand as well. Production moved from Italy to China and other Asian locations, ending Bburago’s long association with Italian mass production. The brand was relaunched in 2007. Under the new ownership, Bburago and Maisto were given partially differentiated roles: Bburago increasingly concentrated on European marques, while Maisto maintained a more geographically diverse portfolio. The modern Bburago business combines older castings with newly developed licensed vehicles. Its return to Ferrari models under May Cheong restored one of the historically important associations in the brand’s catalog. Bburago remains active as an accessible international die-cast model brand, serving children, casual buyers, and collectors who want larger-scale vehicles at prices below premium specialist offerings.

1. 2007The brand is relaunched

   Bburago returns to the market under May Cheong, with manufacturing shifted to Asia and the range oriented particularly toward European vehicles.

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2. 2006May Cheong acquires Bburago

   May Cheong Group acquires the Bburago brand and associated manufacturing operations through the bankruptcy process.

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3. 2005Bankruptcy proceedings begin

   Bburago declares bankruptcy in October after market-share pressure, high domestic production costs, and commercial setbacks.

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4. 1990Bburago reaches the height of its larger-scale influence

   During the 1990s, Bburago is a prominent affordable producer of 1:18 models as the category expands among collectors and consumers.

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5. 1980Early Fiat truck range fades from the catalog

   An early Bburago range of 1:43 Fiat trucks appears to have been discontinued by approximately this period.

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6. 1980Large-scale models become central to the brand

   Bburago expands its 1:18 and 1:24 offerings, helping establish affordable larger-scale die-cast cars as a major product category.

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7. 1980A new 1:43 product line is introduced

   The company introduces a broader 1:43-scale range during the 1980s, supplementing its larger models and kits.

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8. 1976The Bburago name is adopted

   Martoys is renamed Bburago, linking the new identity to the Besana family and the company’s home town.

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9. 1974Martoys is founded

   Ugo, Martino, and Mario Besana establish Martoys in Burago di Molgora, Italy, initially concentrating on 1:24-scale model vehicles.

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Accessible, mass-market die-cast models positioned between basic toy vehicles and premium collector models, with particular strength in European cars and larger 1:18-scale products.

• 1:18-scale model carsDie-cast model cars

  Bburago’s 1:18 vehicles became its defining product category and were aimed at both play and entry-level collecting. Depending on the model, features included opening doors, hoods, and trunks, detailed engines and interiors, working steering, spare wheels, removable wheels, and occasionally active suspension. The range covered European classics, sports cars, luxury vehicles, racing cars, and licensed contemporary automobiles. Diamond, Super, and Gold were among the principal historical 1:18 families.

• 1:24-scale model carsDie-cast model cars1974

  The 1:24 format was central to the original Martoys business and remained an important Bburago category. It included European saloons, coupes, microcars, police and service vehicles, rally versions, and classic automobiles. The Super, Bijoux, VIP, and Grand Prix names were used for different product groupings, with the Grand Prix line including Formula One and Indy cars.

• 1:43 Pocket seriesSmall-scale toy and model cars

  The Pocket series provided smaller, lower-priced vehicles for children and casual buyers. It comprised roughly several dozen basic models and many liveries, generally without opening functions. Despite the simplified construction, a number of examples were considered attractively proportioned and well detailed for their price, making the series relevant to both play-oriented consumers and budget collectors.

• Model-car kitsModel kits

  Bburago sold assembly kits using many of the same castings found in its ready-built ranges. Kit versions could use alternative racing or rally colors and graphics. The kits were mechanically straightforward, but their waterslide decals were difficult to apply successfully, so carefully completed examples became less common than factory-assembled models.

• Ferrari scale modelsLicensed die-cast model cars

  Ferrari models were among Bburago’s most important historical products and became a major part of the company’s commercial profile before its bankruptcy. After May Cheong acquired the brand, Bburago returned to Ferrari models under the new ownership structure. The vehicles extend the brand’s emphasis on recognizable European performance marques and accessible larger-scale collectibles.

• Racing and rally modelsMotorsport model cars

  Racing and rally versions appeared across several Bburago scales and product families. The range included Formula One, Indy, rally, police, and sponsor-liveried variants. Some kit versions used different competition decorations from their factory-built counterparts, allowing the same underlying castings to serve multiple segments of the catalog.

• 2007Differentiate Bburago from MaistoStrategy

  May Cheong controlled both Bburago and Maisto, creating the possibility of overlap in the affordable die-cast market, especially in the 1:18 category.

  What changed. The group positioned Bburago around European marques and gave Maisto a more globally distributed vehicle selection.

  Aftermath. The two brands could operate as complementary rather than directly interchangeable lines within the same corporate portfolio.

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• 2006Acquire the Bburago brand after bankruptcyM&A

  Bburago’s Italian operation had entered bankruptcy after facing stronger competition and higher manufacturing costs. The brand still had significant recognition and tooling value.

  What changed. May Cheong Group acquired rights to the Bburago name and took over the manufacturing operations, later moving production to China and other Asian facilities.

  Aftermath. Bburago survived as an active brand and was relaunched alongside Maisto. Its post-acquisition range placed greater emphasis on European vehicles, while Maisto retained a broader global assortment.

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• 1980Make larger-scale die-cast models the core offeringProduct launch

  The company operated during a period when larger model cars were becoming more attractive as both toys and display pieces. Bburago’s existing 1:24 products provided a base for extending into even larger formats.

  What changed. Bburago expanded its 1:18 range and organized substantial product families around larger vehicles, while continuing to offer 1:24, 1:43, and smaller products.

  Aftermath. The 1:18 category became the brand’s commercial signature and helped distinguish Bburago from many smaller-scale competitors.

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• 1976Rename Martoys as BburagoStrategy

  The Besana brothers had established Martoys as a new model-car business, but the identity had limited time to develop before the company changed direction. The new name connected the brand to both the founding family and its Italian manufacturing location.

  What changed. The company replaced the Martoys identity with Bburago and introduced new branding and packaging rather than retaining the earlier visual system.

  Aftermath. Bburago became the enduring commercial name, while Martoys remained primarily a historical predecessor associated with the company’s first products.

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• 2007Bburago brand relaunched under May Cheong

  May Cheong relaunched Bburago as a companion brand to Maisto, with Bburago emphasizing European vehicles and production shifted to Asian facilities.

  Product generation
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• 2006May Cheong Group acquires the Bburago brand

  Hong Kong-based May Cheong Group, already associated with Maisto, acquired rights to the Bburago name and took over the manufacturing operations following the bankruptcy process.

  M&A
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• 2005Bburago declares bankruptcy

  Bburago entered bankruptcy proceedings after losing ground in the increasingly competitive larger-scale die-cast market and struggling with the cost of manufacturing in Italy.

  Bankruptcy
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1. Bburago