Mebetoys

Mebetoys, derived from the name Meccanica Besana Toys, was an Italian toy manufacturer best known for die-cast scale model cars produced during the 1960s and 1970s. The company was established in 1959 at Oleggio Castello by brothers Ugo and Martino Besana. Their brother Mario Besana joined the business in 1967, around the time the company introduced its principal die-cast car range. Although Mebetoys entered the scale-model market later than several established European competitors, its products quickly gained a reputation for accurate proportions, carefully executed castings, extensive opening features, rubber tires, and ambitious subject selection. Its principal Italian competitors included Mercury, Polistil, and the less common Ediltoys, while French Solido, Danish Tekno, British Corgi Toys and Dinky Toys, and Italian Rio Models were important points of comparison in the wider European market. Mebetoys models were generally positioned as detailed collectible or enthusiast-oriented toys rather than simple play vehicles. The range included numerous Italian and international automobiles in approximately 1:43 scale. Some releases represented contemporary production cars, while others were notable because competing manufacturers did not offer the same subjects. Examples included the ISO Fidia S4, Lamborghini Urraco, Maserati Bora, Toyota 2000 GT, and Ferrari 365 GTC-4. Other models stood out through elaborate accessories and variants: an Autobianchi A66 Elaf could carry oil barrels on a roof rack, a Porsche 912 Rally featured rally equipment and spare tires, and versions of the Innocenti Mini included roof-mounted skis or a sled. The company also produced larger promotional-style models, including 1:24-scale Alfa Romeo racing cars associated with the 'Le Veterane' set. Mattel acquired Mebetoys in 1969 and continued to use the name while expanding and modifying the range. Early Mattel-era releases retained the realistic European orientation and detailed construction associated with the original company. Over time, however, Mattel introduced harder plastic speed-style tires, American custom-car designs, and connections to the Hot Wheels Gran Toros concept. Some models continued to carry Mebetoys markings while adopting fantasy designs such as Tom Daniel's Twin Mill. In Italy, Hot Wheels branding was sometimes presented as 'Sputafuoco', meaning cars that spit fire, and the Mebetoys range became more closely integrated with Mattel's international marketing. Mattel-era Mebetoys also offered an extensive 1:24-scale series covering vehicles such as the Porsche 924, Porsche 928, BMW 323 coupe, Ford Fiesta, Citroën Dyane, Citroën Visa, Alfa Romeo models, Fiat Uno, Volkswagen Beetle and Golf, Mercedes-Benz 450 SEL, Opel Kadett, Land Rover, and Lancia Beta. Smaller commercial vehicles and trucks were also produced. The 1:43-scale line was discontinued around 1983, although the Mebetoys name and related products remain significant among die-cast collectors. The Besana family continued in the model-car business after the Mattel sale. They established Martoys, which operated briefly in the mid-1970s before changing its name to Bburago. That later company became especially prominent in larger-scale model cars. Mebetoys is therefore remembered both as an important Italian die-cast marque in its own right and as part of the broader Besana family contribution to European model-car manufacturing.

Mebetoys was founded in 1959 in Oleggio Castello, Italy, by brothers Ugo and Martino Besana. The name referred to Meccanica Besana Toys and became the company's principal commercial identity. The Besana business entered die-cast vehicle production later than many European competitors, beginning its dedicated model-car line in 1967. Mario Besana joined the company during this period. The company established its reputation through detailed metal castings and unusually ambitious model subjects. Its cars were commonly produced at approximately 1:43 scale and often included opening doors, hoods, trunks, rubber tires, and other functional details. Mebetoys concentrated heavily on European automobiles but also modeled selected Japanese and international vehicles. The range was particularly attractive to collectors because it combined accurate proportions with subjects that were not always available from competing makers. Mebetoys packaging commonly used a beige wood-grain design with a clear plastic viewing window and an opening-eye logo. The logo was visually distinctive and appeared on the company's early boxes and products. Some packaging used brighter colors. The catalog included ordinary contemporary cars as well as technically or stylistically distinctive subjects, including the ISO Fidia S4, Lamborghini Urraco, Maserati Bora, Toyota 2000 GT, and Ferrari 365 GTC-4. Accessories and variant equipment were also used to differentiate models, such as roof luggage, oil barrels, rally guards, spare tires, skis, and sleds. The company also made larger models and promotional-style products. A notable 1:24-scale 'Le Veterane' pairing represented Alfa Romeo racing history through a 1925 P2 Grand Prix car and a 1951 Alfetta racer. These models were presented as display pieces with rubber tires, a wood base, an identification plate, and a transparent cover. The set was reissued in the late 1970s. Mattel acquired Mebetoys in 1969. The initial Mattel period retained many of the original marque's European subjects, realistic styling, rubber tires, and opening functions. Mattel subsequently moved the brand toward its own commercial priorities. Hard plastic speed tires replaced rubber tires on some products, and California custom-car designs entered the range. These vehicles were associated with Hot Wheels Gran Toros while still carrying Mebetoys markings on their bases. Fantasy subjects such as the Twin Mill appeared alongside realistic cars, and Hot Wheels-related graphics were added to selected packaging. In Italy, Hot Wheels products and terminology were adapted for local marketing, including the word 'Sputafuoco'. Mattel-era Mebetoys expanded into 1:24-scale vehicles, including many family cars and sedans as well as sports cars. The catalog included the Porsche 924 and 928, BMW 323, Ford Fiesta, Citroën Dyane and Visa, several Alfa Romeo models, Fiat Uno, Volkswagen Beetle and Golf, Mercedes-Benz 450 SEL, Opel Kadett, Land Rover, Lancia Beta, and other European vehicles. Some products were also made in approximately 1:30 scale, including commercial vehicles such as the Fiat 242 Attrez-Raid Rally van. Product quality and wheel design varied across the later range, although individual models such as the Porsche 924 were praised for their proportions and detailed opening mechanisms. The original 1:43-scale range was discontinued around 1983. Following the sale of Mebetoys, the Besana brothers continued in the model-car sector by establishing Martoys in the 1970s. Martoys operated for approximately two years before adopting the Bburago name. That later enterprise became a major producer of larger-scale model cars, linking Mebetoys to one of the best-known Italian die-cast manufacturing legacies. Mebetoys itself remains primarily a historic collector brand, valued for its Italian identity, detailed castings, unusual vehicle selection, packaging, and transition into Mattel's broader toy portfolio.

• 1983

  1:43-scale line ends

  [1]Mebetoysen.wikipedia.org

  The principal Mebetoys 1:43-scale range is discontinued.

• 1974

  Besana family establishes Martoys

  [1]Mebetoysen.wikipedia.org

  After the Mebetoys sale, the Besana brothers create Martoys, a separate model-car venture that later becomes Bburago.

• 1969

  Acquisition by Mattel

  [1]Mebetoysen.wikipedia.org

  Mattel purchases Mebetoys and continues using the marque for model vehicles.

• 1967

  Dedicated die-cast car range begins

  [1]Mebetoysen.wikipedia.org

  Mebetoys starts producing its principal die-cast model-car line; Mario Besana joins the company around this period.

• 1959

  Mebetoys is founded

  [1]Mebetoysen.wikipedia.org

  Ugo and Martino Besana establish the company in Oleggio Castello, Italy.

Detailed European die-cast model cars combining accurate scale proportions, moving parts, realistic automotive subjects, and collector-oriented presentation. Under Mattel, the brand also served as a larger-format and more European-oriented complement to Hot Wheels, with later products incorporating custom-car styling and play-focused features.

• Die-cast model cars · 1967

  Mebetoys 1:43-scale series

  The core Mebetoys range consisted of approximately 1:43-scale cars representing Italian, European, Japanese, and other international automobiles. Models were recognized for solid castings, accurate proportions, rubber tires on many early releases, and numerous opening or movable parts. The catalog mixed ordinary contemporary vehicles with unusual subjects such as the ISO Fidia S4, Lamborghini Urraco, Maserati Bora, Toyota 2000 GT, and Ferrari 365 GTC-4. Variant equipment, including roof racks, rally accessories, spare tires, skis, and sleds, added collector interest.

• Promotional and display models · 1960

  Le Veterane

  This larger-format Alfa Romeo set consisted of a 1925 P2 World Champion Grand Prix car and a 1951 Alfetta racing car. The models were presented as display-oriented pieces with detailed bodies, rubber tires, wooden bases, identification plates, and clear protective covers. The set was associated with Mebetoys' promotional-style output and was reissued in the late 1970s.

• Large-scale die-cast model cars

  Mebetoys 1:24-scale series

  Under Mattel, Mebetoys produced a broad 1:24-scale range that included the Porsche 924 and 928, BMW 323 coupe, Ford Fiesta, Citroën Dyane and Visa, Alfa Romeo models, Fiat Uno, Volkswagen Beetle and Golf, Mercedes-Benz 450 SEL, Opel Kadett, Land Rover, Lancia Beta, and other vehicles. Several models had opening panels and detailed interiors, although finish quality and wheel designs varied across the later production period.

• Custom and fantasy die-cast cars

  Gran Toros

  Mattel used the Mebetoys platform for a larger-format line associated with Hot Wheels Gran Toros. The range gradually introduced harder plastic speed tires, California custom-car styling, Hot Wheels-related graphics, and fantasy vehicles alongside realistic European subjects. Some models retained Mebetoys identification on their bases, reflecting the brand's transition into Mattel's broader product architecture.

• Die-cast trucks and vans

  Mebetoys commercial vehicles

  The brand also produced a smaller selection of trucks and vans in approximately 1:30 scale. One documented example was the Fiat 242 Attrez-Raid Rally van. These products extended Mebetoys beyond passenger cars and applied the brand's model-vehicle approach to utility and commercial subjects.

• 1970

  Shift toward Mattel-influenced custom vehiclesStrategy

  Background

  Mattel sought to connect Mebetoys with its established Hot Wheels identity and appeal more strongly to the United States market.

  Action taken

  The company introduced California custom designs, speed-style plastic tires, Hot Wheels-related graphics, and fantasy models such as the Twin Mill within Mebetoys-associated ranges.

  Aftermath

  Mebetoys became less exclusively European in character and was marketed in part as a larger-format counterpart to Hot Wheels. The 1:43-scale line was ultimately discontinued around 1983.

  Source

• 1969

  Mattel acquisition and brand continuationM&A

  Background

  Mebetoys had established a significant position in detailed European die-cast vehicles but operated in a competitive market alongside Mercury, Polistil, Solido, Corgi, Dinky Toys, and others.

  Action taken

  Mattel acquired the company and continued selling vehicles under the Mebetoys name while introducing new products and applying Mattel branding to selected packaging.

  Aftermath

  The brand initially retained its realistic European character, then moved toward larger-scale vehicles, harder speed tires, custom-car designs, and Hot Wheels Gran Toros positioning.

  Source

• 1983

  Mebetoys 1:43-scale line discontinued[1]Mebetoysen.wikipedia.org

  Other

  The principal 1:43-scale Mebetoys range was discontinued after years of Mattel ownership and product integration.

• 1969

  Mattel acquires Mebetoys[1]Mebetoysen.wikipedia.org

  M&A

  Mattel purchased the Italian die-cast manufacturer and continued commercializing vehicles under the Mebetoys name.

1. 1Mebetoysen.wikipedia.org