Corgi Toys

Corgi Toys is a British brand of die-cast model vehicles whose origins lie in Mettoy, a toy manufacturer established in Northampton in 1933 by German émigré Philip Ullmann. Mettoy initially concentrated on tin-plate toys, but during the early 1950s it began experimenting with cast-metal vehicles. Those early products, sold under the Castoys name, provided the technical and commercial foundation for the Corgi range. Mettoy introduced Corgi Toys in the United Kingdom in July 1956 as a direct competitor to Meccano's established Dinky Toys. The range was manufactured at a new plant in Fforestfach, Swansea, Wales, where production continued for approximately 27 years. The brand name was chosen from the Welsh corgi dog, reflecting the company's Welsh manufacturing base, and the dog became part of the brand identity. Corgi models were promoted with the slogan "the ones with windows", emphasizing their transparent plastic glazing, an important visual distinction from many earlier die-cast toys. The initial range consisted mainly of recognizable British cars, including the Ford Consul, Austin A50 Cambridge, Morris Cowley, Vauxhall Velox, Rover 90, Riley Pathfinder, Hillman Husky, Austin-Healey 100 and Triumph TR2. Corgi expanded rapidly into European and American vehicles, commercial transport, emergency vehicles, construction equipment and racing transporters. It also introduced increasingly elaborate play features, including suspension, steerable wheels, opening bonnets, doors and boots, detailed interiors, jewelled lights and the Trans-o-Lite illuminating system. These innovations helped establish Corgi as a major British toy brand rather than merely a follower of Dinky. The company developed several notable sub-ranges. Corgi Major Toys covered larger commercial vehicles such as car transporters, tankers, coaches, recovery vehicles, fire engines and construction machinery. Husky Toys, introduced in 1964, provided smaller and less expensive models sold through F. W. Woolworth & Co., placing Mettoy in direct competition with Matchbox. Corgi Classics, first launched in 1964, attempted to reach adult collectors with more detailed models of historic vehicles. Although the original Classics range was discontinued in 1969, the name was later revived for collector-oriented products. Entertainment licensing became one of Corgi's most commercially important activities. Models associated with films and television included the Batmobile, Chitty Chitty Bang Bang and James Bond's Aston Martin DB5. The DB5 became the brand's best-selling toy car, and licensed vehicles helped connect Corgi with popular culture as well as the traditional model-car market. The range was exported widely, finding audiences in Europe, Australia, Canada, the United States and parts of Southeast Asia. Mettoy entered liquidation after roughly 27 years of Corgi production in Swansea. A management buy-out re-established the business as Corgi Toys Limited in March 1984. In 1989 the Corgi brand was sold to Mattel, while the Swansea factory was retained under the name Microlink Industries Ltd. Corgi regained independence in 1995 as Corgi Classics Limited and moved to new premises in Leicester. Hornby acquired the Corgi Classics Limited Company in 2008. Under Hornby, Corgi has continued primarily as a collector and die-cast model brand, preserving historic subjects and licensed vehicles while serving the specialist adult-collectibles market.

Mettoy was founded in Northampton in 1933 by Philip Ullmann, later joined by Arthur Katz. The company initially produced tin-plate toys, but its work shifted toward cast-metal vehicles in the early 1950s. A large wind-up racer with a cast-aluminium body was followed by zinc die-cast products sold as Castoys. These experiments established the manufacturing methods and product direction that led to Corgi Toys. Mettoy introduced Corgi Toys in July 1956. The name referred to the Welsh corgi and was selected in connection with the company's new production facility at Fforestfach in Swansea. The range was designed to challenge Dinky Toys, then the dominant British die-cast vehicle brand. Corgi's use of clear plastic windows gave its models a distinctive appearance and supported the slogan "the ones with windows". The first releases represented familiar British family cars and sports cars. The range broadened quickly. A Citroën DS19 became the first European car model in 1957, followed by American subjects such as the Studebaker Golden Hawk in 1958. Export sales expanded across Europe, Australia, Canada, the United States and Southeast Asia. Corgi supplemented its basic cars with mechanical versions, although the friction-drive models were phased out by 1960 because of their higher cost and weaker sales. Corgi's design teams introduced features that increased both realism and play value. The Renault Floride received spring suspension and a detailed interior. The Aston Martin DB4 introduced an opening bonnet, while later models added steerable wheels, jewelled lights, opening boots, spare wheels, opening doors and elaborate interiors. The Ghia L6.4, released in 1963, demonstrated this approach with multiple opening panels, folding seats, a rear-view mirror and a miniature corgi dog. In 1962, the Trans-o-Lite system introduced illuminated vehicle lights using a fibre-optic-style arrangement. Mettoy also expanded into larger vehicles through Corgi Major Toys. This range included Bedford car transporters, low loaders, tankers, coaches, hovercraft, racing transporters, fire engines, recovery vehicles and construction equipment. Many models incorporated working ramps, sliding or opening doors, articulated equipment, ladders, cranes and other mechanisms. The Ecurie Ecosse Racing Transporter was especially notable for its workshop fittings and capacity for racing cars. In 1964, Mettoy introduced Husky Toys as a smaller, lower-priced range sold exclusively through F. W. Woolworth & Co. Husky was intended to compete with Matchbox. The same year, Corgi Classics was launched for adult buyers, offering more highly finished models of historic cars at a higher price than mass-market competitors. The initial range included Bentley, Ford Model T, Daimler, Renault and Rolls-Royce subjects. The original Classics line ended in 1969, although the name was later reused. Film and television licensing became a major source of recognition. Corgi produced models of the Batmobile, Chitty Chitty Bang Bang and James Bond's Aston Martin DB5. The DB5 became the company's most successful individual toy car. These products broadened the brand's appeal beyond car enthusiasts and made Corgi a visible part of British popular culture. Corgi vehicles were manufactured in Swansea for approximately 27 years. The original company eventually went into liquidation, after which a management buy-out established Corgi Toys Limited in March 1984. The brand was sold to Mattel in 1989, while the Swansea factory was retained separately as Microlink Industries Ltd. Corgi became independent again in 1995 as Corgi Classics Limited and moved to Leicester. Hornby acquired the company in 2008. Corgi now operates as a Hornby-owned brand focused on detailed die-cast models and the adult collector market.

• 2008

  Hornby acquires Corgi

  [1]Corgi Toysen.wikipedia.org

  Hornby acquires Corgi Classics Limited and takes ownership of the Corgi brand.

• 1995

  Corgi Classics Limited becomes independent

  [1]Corgi Toysen.wikipedia.org

  Corgi regains independence and relocates to Leicester.

• 1989

  Brand sold to Mattel

  [1]Corgi Toysen.wikipedia.org

  Mattel acquires the Corgi brand, while the Swansea factory is retained separately.

• 1984

  Corgi Toys Limited is formed

  [1]Corgi Toysen.wikipedia.org

  A management buy-out re-forms the business after the original company's liquidation.

• 1964

  Husky Toys and Corgi Classics are introduced

  [1]Corgi Toysen.wikipedia.org

  Mettoy launches the lower-priced Husky range and begins the original Corgi Classics collector-oriented line.

• 1960

  Mechanical versions are phased out

  [1]Corgi Toysen.wikipedia.org

  Corgi ends most friction-drive Mechanical versions after they perform less strongly than free-rolling models.

• 1957

  First European vehicle model

  [1]Corgi Toysen.wikipedia.org

  The Citroën DS19 becomes the first European car represented in the Corgi range.

• 1956

  Corgi Toys launches

  [1]Corgi Toysen.wikipedia.org

  Mettoy introduces Corgi Toys in the United Kingdom and begins production at Fforestfach in Swansea.

• 1933

  Mettoy is founded

  [1]Corgi Toysen.wikipedia.org

  Philip Ullmann establishes Mettoy in Northampton, providing the corporate origin for Corgi Toys.

A historically important British die-cast vehicle brand positioned around detailed scale models, innovative play features, popular entertainment licenses and collector appeal.

• Die-cast model cars · 1956

  Corgi Toys die-cast cars

  The core Corgi range consisted of small die-cast representations of British, European and American cars. Models combined recognizable styling with features such as plastic glazing, detailed interiors, suspension, opening panels, steerable wheels and jewelled lights. The range moved from ordinary family cars to sports cars, luxury vehicles and licensed subjects.

• Commercial and heavy vehicles · 1957

  Corgi Major Toys

  Corgi Major Toys covered larger vehicles and working equipment, including Bedford and Ford transporters, tankers, coaches, construction machines, fire engines, recovery trucks and racing transporters. Many models included operating ramps, ladders, cranes, doors or articulated equipment, making the range both collectible and play-oriented.

• Small-scale die-cast vehicles · 1964

  Husky Toys

  Husky Toys was Mettoy's smaller and lower-priced vehicle range. Distributed exclusively through F. W. Woolworth & Co., it was designed to compete directly with Matchbox and to reach customers seeking compact, inexpensive model vehicles.

• Collector model vehicles · 1964

  Corgi Classics

  The original Corgi Classics range targeted adult collectors with more detailed models of historic and vintage vehicles, including Bentley, Ford Model T, Daimler, Renault and Rolls-Royce subjects. Although the first version ended in 1969, the Corgi Classics name was later revived for collector-oriented products.

• Licensed film vehicle

  James Bond Aston Martin DB5

  Corgi's model of James Bond's Aston Martin DB5 became one of the defining products in the brand's history. Its association with the film series demonstrated the commercial value of entertainment licensing and made the model the best-selling toy car associated with Corgi.

• Licensed television and film vehicle

  Batmobile

  The Batmobile was among Corgi's best-known entertainment-related vehicles. It represented the company's strategy of turning recognizable screen vehicles into detailed die-cast products for children and collectors.

• Licensed film vehicle

  Chitty Chitty Bang Bang

  Corgi's Chitty Chitty Bang Bang model extended the brand's film licensing portfolio and linked its vehicle expertise with a highly distinctive fictional automobile.

• 2008

  Join Hornby's brand portfolioM&A

  Background

  Corgi was operating as Corgi Classics Limited after returning to independence in 1995.

  Action taken

  Hornby acquired the Corgi Classics Limited Company.

  Aftermath

  Corgi became a Hornby-owned model and collectibles brand.

  Source

• 1989

  Sell the Corgi brand to MattelM&A

  Background

  Following the re-formation of the business after Mettoy's liquidation, ownership of the established Corgi brand changed hands.

  Action taken

  Management sold the Corgi brand to Mattel while the Swansea factory was retained separately as Microlink Industries Ltd.

  Aftermath

  Corgi later regained independence in 1995 as Corgi Classics Limited.

  Source

• 1964

  Enter lower-priced and collector segmentsStrategy

  Background

  The mass-market small-scale vehicle segment was strongly associated with Matchbox, while adult collectors represented a separate opportunity.

  Action taken

  Mettoy introduced Husky Toys for lower-priced distribution through Woolworths and launched Corgi Classics for adult collectors.

  Aftermath

  Husky addressed a different price and scale segment, while the first Corgi Classics range had mixed success and was discontinued in 1969.

  Source

• 1956

  Launch a die-cast range to challenge Dinky ToysProduct launch

  Background

  Mettoy had experience in tin-plate toys and early cast-metal products, while Meccano's Dinky Toys dominated the British model-car market.

  Action taken

  Mettoy introduced Corgi Toys with plastic glazing, a recognizable Welsh-derived identity and a broad range of contemporary British vehicles.

  Aftermath

  The brand expanded rapidly into foreign vehicles, commercial models, technical features and international export markets.

  Source

1. 1Corgi Toysen.wikipedia.org