The History and Evolution of Corgi Diecast

 

Introduction

Corgi diecast is a brand of die-cast toy vehicles that has been producing high-quality and realistic models of cars, trucks, buses, planes, and more since 1956. Corgi diecast is one of the oldest and most popular manufacturers of diecast models in the UK and around the world. In this article, we will explore the history and evolution of Corgi diecast, from its origins as a small toy company to its current status as a leading collectable brand.

The Origins of Corgi Diecast

Corgi diecast was created by the Mettoy Company, a toy company founded in 1933 by German immigrants Philip Ullmann and Arthur Katz in Northampton, England. Mettoy initially produced tin plate toys, such as cars, trains, and boats. However, in the early 1950s, they began to experiment with cast metal toys, using a moulding process called die-casting. The first cast metal toy they produced was a large scale wind-up racer with a cast aluminium body and tin plate wheels. They soon changed the body material to die-cast zinc and added cast wheels and rubber tyres. They named this new line of toys “Castoys”.

In 1956, Mettoy decided to launch a new range of die-cast toy vehicles to compete with Meccano’s Dinky Toys, which had dominated the British market for many years. They chose the name “Corgi Toys” for three reasons: first, because it was short and catchy; second, because they had a production plant in Swansea, Wales, where the Welsh breed of dog, the Corgi, originated; and third, because of its association with the Royal Family, who owned several Corgis. They also adopted the Corgi dog logo as their brand symbol.

The first Corgi Toys models were introduced in July 1956 and featured British-built saloon cars of the period, such as the Ford Consul¹, Austin Cambridge², Morris Cowley³, Riley Pathfinder⁴, Vauxhall Velox⁵, Rover 90⁶ and Hillman Husky⁷. Each model sold for 3/- (15p). The main selling point of Corgi Toys was that they were the first die-cast toy vehicles to have transparent plastic windows, which gave them a more realistic appearance. They soon became known as “the ones with windows”.

The Golden Age of Corgi Diecast

Corgi Toys quickly gained popularity and expanded their range to include more types and models of vehicles, such as sports cars, racing cars, trucks, buses, military vehicles, and aircraft. They also introduced several innovations and features that made their models more attractive and fun to play with, such as:

• Glidamatic spring suspension: This feature allowed the models to have a smooth ride over uneven surfaces.
• Opening bonnets and boots: This feature revealed detailed engines and spare tyres inside the models.
• Diamond jewelled headlights: This feature gave the models a sparkling effect when light shone on them.
• Working features: This feature included steering wheels, doors, seats, sunroofs, tailgates, and other movable parts that added realism and interactivity to the models.

One of the most famous and successful models that Corgi Toys produced was James Bond’s Aston Martin DB5⁸, which was released in 1965 to coincide with the release of the film Goldfinger. The model featured an ejector seat, front-mounted machine guns, rear bullet-proof shield, telescopic over-riders, and revolving number plates. It also came with a villain figure that could be ejected from the seat. The model was an instant hit and won the UK Toy of the Year Award. It sold for around 10/- (50p) and by 1968 more than 3.9 million had been sold. It remains the best-selling toy car ever produced.

Another popular series that Corgi Toys launched was the TV and Film series, which featured models of vehicles from famous movies and television shows, such as:

• The Batmobile⁹ from Batman
• Chitty Chitty Bang Bang from Chitty Chitty Bang Bang
• The Saint’s Volvo P1800 from The Saint
• The Green Hornet’s Black Beauty from The Green Hornet
• Lady Penelope’s FAB 1 from Thunderbirds
• KITT from Knight Rider

These models were highly sought-after by fans and collectors alike, and often included figures or accessories related to the characters or scenes.

The Decline and Revival of Corgi Diecast

By the late 1970s, Corgi Toys faced several challenges that led to its decline and eventual liquidation. Some of these challenges were:

• The rise of competition from other die-cast toy manufacturers, such as Matchbox, Hot Wheels, and Majorette, who offered cheaper and more diverse models.
• The change in consumer preferences and tastes, as children became more interested in electronic and video games than traditional toys.
• The increase in production costs and taxes, as the price of metal, plastic, and labour rose, and the UK government imposed a value-added tax (VAT) on toys.

In 1983, Mettoy went into receivership and Corgi Toys ceased production. However, in 1984, a group of former Mettoy employees bought the Corgi brand and formed a new company called Corgi Toys Limited. They resumed production of Corgi Toys in a smaller scale and focused on the collectors’ market rather than the children’s market. They also introduced new ranges of models, such as Corgi Classics, Corgi Aviation Archive, and Corgi Vanguards.

In 1989, Corgi Toys Limited sold the Corgi brand to Mattel, the American toy giant that owned Hot Wheels. Mattel continued to produce Corgi Toys under its own name until 1996, when it sold the brand to a group of investors who formed a new company called Corgi Classics Limited. Corgi Classics Limited moved to new premises in Leicester and expanded its range of models to include buses, trucks, fire engines, military vehicles, and more.

In 2008, Corgi Classics Limited was acquired by Hornby, the British model railway manufacturer that also owned Airfix, Scalextric, and Humbrol. Hornby integrated Corgi into its portfolio of brands and continued to produce high-quality and realistic models of vehicles from various themes and scales.

The Present and Future of Corgi Diecast

Today, Corgi diecast is one of the leading brands of die-cast model vehicles in the UK and around the world. It offers a wide variety of models that cater to different interests and tastes, from classic cars to modern planes, from historical events to pop culture icons. Some of the current ranges of models that Corgi diecast produces are:

• Aviation Archive: This range features models of aircraft from different periods, nations, branches, models, and roles. It also includes models of aircraft from famous events or pilots, such as the Battle of Britain, the Dambusters Raid, or the Red Arrows.
• Military Legends: This range features models of military vehicles from different eras, countries, services, models, and types. It also includes models of military vehicles from famous battles or units, such as the Normandy Invasion, the SAS, or the Royal Marines.
• Original Omnibus: This range features models of buses and coaches from different eras, countries, companies, models, and types. It also includes models of buses and coaches from famous routes or operators, such as the London Transport, the National Express, or the Stagecoach.
• Vanguards: This range features models of cars from different eras, countries, brands, models, and types. It also includes models of cars from famous drivers or events, such as Colin McRae, the Monte Carlo Rally, or the British Touring Car Championship.
• Pop Culture: This range features models of vehicles from famous movies or television shows, such as James Bond⁸, Harry Potter, Mr Bean, or Wallace and Gromit. It also includes figures or accessories related to the characters or scenes.

Conclusion

Corgi diecast is constantly developing new models and ranges to keep up with the changing trends and demands of the market. It is also committed to maintaining its high standards of quality and realism that have made it a trusted and respected brand for over 60 years. Corgi diecast is not only a toy, but also a collectable that can bring joy, satisfaction, and value to its owners. Whether you are a beginner or an expert, you can always find something new and exciting in the world of Corgi diecast.