The Rise and Fall of Matchbox's Toy-Car Empire

(hagerty.com)

102 points | by NaOH 2 days ago ago

82 comments

  • neilv 2 hours ago

    Years ago, with the help of eBay, I built a "dream" small collection of Matchbox cars that I would've liked in childhood, and that would've practically been impossible to find amongst brick&mortar stores then.

    Sorry, I'll admit I unboxed the ones still boxed, since I think toys are meant to be out and played with, not pumped collectible investments.

    (I no longer have them, though. I was selling my Concept 2 erg, in preparation for moving house, and the buyer noticed my Matchbox dream collection in a tray on the table, and remarked that her nephew/grandson would love those. She'd just given me several hundred dollars for the rowing machine, and I was moving, so I threw in the Matchbox cars.)

    • randomcarbloke 8 minutes ago

      How odd, I have a collection of Hot Wheels though for my entire life I've preferred the feel of Matchbox, and I have an erg at which I suffer for hours a week.

      I don't intend to sell my erg but I'm currently in the process of selling my Hot Wheels collection...I wonder if the buyer will notice my erg and remark how much they too love torturing themselves and would I perhaps sell it to them.

    • yial an hour ago

      Love that you threw them in. I’ve found this funny as an adult in my life— you may spend time collecting xyz, but suddenly letting it go can be easy in certain situations.

      • ghaff 30 minutes ago

        I have various things that I don’t really want but I’d hate to just toss in the trash. Would love to find someone who would value them for at least a while. I’m going to give moving a couple of them a shot in November.

    • opwieurposiu an hour ago

      A theme in the Toy Story movies was collectors vs. kids, and the toys always seemed to prefer being with the kids.

      I think you made the right decision.

    • whamlastxmas 2 hours ago

      That’s a cute anecdote, thanks for sharing :)

  • flohofwoe 3 hours ago

    Those things were pretty popular in East Germany as present from your relatives across the border or bought at the 'Intershop' (https://en.wikipedia.org/wiki/Intershop).

    I still have a shoebox or two full of Matchbox cars in the attic.

    Also I remember that during my job education as (industrial) tool maker in East Germany our master used to rave about Matchbox cars (and specifically Matchbox, not other brands) and how surprisingly hard it is to build the precision tools needed for creating such fine detail, and how baffled he was that western companies could afford to build such production lines "just for toys" - in that sense, Matchbox was even an effective Cold War propaganda weapon ;)

    • chiph 2 hours ago

      Part of me thinks "Oh they're just cast from cheap pot-metal" But if he was talking about the machining needed to make the molds (in a pre-CNC environment), including multi-part molds to allow for parts of the car that curved in (i.e. not a straight lift-out on release), then yes. The tooling needed to make them in volume, at the quality they needed, was pretty impressive for "just a toy"

      So add Matchbox cars to Levi's 501s as subversive western imports. :)

  • crispyambulance 3 hours ago

    Matchbox cars were the best!

    In particular, they tended to roll much better than Hot Wheels.

    The "axles" were some kind of fine spring steel. The matchbox cars had noticeably less drag than other brands and rolled farther and more straight. The plastic on the wheels was more flexible and smooth.

    I do think that some thought went into how these things rolled. Or maybe I am mis-remembering my childhood experiences? I guess I will never find out!

    • flohofwoe 3 hours ago

      Nope, Matchbox were indeed the best. They were incredibly high quality compared to similar brands. Really surprising for such a cheap mass-produced toy.

      • Mistletoe an hour ago

        It’s interesting that Hot Wheels got the Coke and Matchbox seemed like Pepsi to me, someone that was from the outside. I wonder why. Maybe the name is just better.

    • dylan604 an hour ago

      The "axles" on Hot Wheels were a joke of a very thin metal wire. I had many Hot Wheels with bent axles, but I don't remember any of the Matchbox cars doing that. Sadly, as an adult spending enough time on the road as a driver, I've seen my fair share of real cars with wheels that eerily reminded me of those Hot Wheels.

    • RandallBrown 2 hours ago

      Interesting. I remember my Hot Wheels rolling better than the few Matchbox cars I had (early 90s). Maybe the Matchbox cars I had were older and left over from my brother, or maybe the quality had changed at that point.

      • randomcarbloke 6 minutes ago

        I think Hot Wheels roll better and further but are otherwise inferior in almost every respect - thinner metals, chippier paint, slightly off-scale.

      • fuzzfactor 14 minutes ago

        Before the early 1960's I was a preschooler and like many American kids had gotten a Matchbox car in a Christmas stocking one year.

        They came in a little box that had the two-tone artistic motif intended to be reminiscent of an actual box of traditional wooden matches.

        It's hard to remember if they were all right-side steering, but the boxes were definitely made for the North American market, and naturally in the days of non-fiat currency were permanently imprinted with the purchase price in US terms which was 50c. Approximately half the size and twice the price of a pack of cigarettes. Like anything else there was no foreseeable reason that the price would be expected to increase whatsoever. A half-dollar for something like this was recognized as truly overpriced already compared to many other types of toys, but sooner or later most young boys had one or more.

        In Florida most people still went back up north during the summer, except for a number of hardy retirees who actually liked the sub-tropical environment. Remember almost nobody had air conditioning yet except for banks and supermarkets. Which had big lobbies where senior citizens would congregate daily, of course banks closed at 2:00 PM and no supermarket opened before 8:00 AM or remained open much after dark. If you wanted some essentials outside those business hours your only choice was a 7-11 store, which as the name implies, was open from 7:00 AM to 11:00 PM. But on a Sunday many of those 7-11's had not yet defied tradition, and were not open for business, just like anything else.

        In the local Eckerd Drugs store, they had small selection of various toys in one aisle, and had been carrying Matchbox cars obviously since before I was born. And a few of those were still on the shelf, priced at 35c. These were the unpopular oddball construction models or very unfamiliar designs that did not resemble any American cars. Apparently 35c was the price they were when it was closer to the immediate post-war period. So all the mainstream models had been picked over for years before I became a student and earned an allowance of 25c per week for various household chores. Remember back then there was only a small percent of the number of kids in the Florida "snowbird" cities compared to any ordinary US state, since most residents were over 65 years old. When they would buy a Matchbox for a grandchild the purchase was usually made up north where the grandchildren were, but when the kids came down to visit grandma in Florida they would sometimes get one. However there was a great deal of hesitation for someone born in the 19th century to pay 50c for such a small toy. Or anything else where you could detect the least bit of overpricing. A lot of them were still in shock from the pre-war devaluation of the US dollar, where their parents' generation of private ownership of gold was first outlawed, confiscated and reimbursed at a "fair" price, before the devaluation could be accomplished. This had been so painful that there was somewhat of a backlash of attitude that it could never happen again outside of another world war brewing.

        Anyway, I don't think the Matchbox factory built very many different models at one time. Probably doing a large run of each new model, which would go into inventory and sell for years while the factory retooled for the next designs. So they would arrive in the stores like comic books, on a regular basis the store would get about a dozen of a new model, about half would fly off the shelf and the rest of the new ones would join the other recent models so there was always a selection of between 10 and 20 different choices, other than the few dusty old 35c items. I would imagine when a certain model sold out at Eckerd it would be restocked until factory inventory had been fully depleted. There were a number that I had wanted to buy but were sold out before I could save the money. But there was always something interesting and new on a regular basis.

        I would save my money and try to purchase one per month, I didn't know the value of the dollar to begin with but I thought they were nifty. Kids who had them did feel kind of fortunate having a fancy imported toy, even if it was a small example.

        A very big number of pre-teens back then had been born up north where their family had traditionally earned twice as much for generations compared to Florida, where there wasn't even 10 percent as many career opportunities, most anything else would be considered minimum wage today. Of course there were no "minimum-wage" regulations yet.

        Well they just didn't value the dollar as highly as we did, and didn't take as good care of their toys by nature.

        These were models worthy of display when new, but kids played with them, plowing through the sand, crashing into each other and stuff. One thing was, the paint on some chipped real easily, they could be dented and they only rolled as well as you would expect from a model descended from things originally produced mainly for sitting on a shelf decoratively.

        Once there were more numerous spoiled kids who had moved down, and Matchbox got more popular, those kids were rapidly accumulating more than I had which took me years.

        But I was careful only to crash a small number of mine, especially since most of them were irreplaceable and had not been available for years. Eventually they had collector cases that held a couple dozen, and I had two cases where only a handful were not in mint condition.

        One day, Hotwheels came out and as the name implies all the focus had been on making them roll so much more friction-free as a more fun playable toy than the Matchboxes which just happened to have rolling wheels. A Matchbox would only roll a few feet or less but Hotwheels would go across the room, so much of the time not stopping until it did crash into something. Then they got the fast tracks for Christmas, and the whole novelty was because Matchboxes were everywhere by then, but nobody ever dreamed there could be a little car like this that was the least bit speedy. So it was a real game-changer and they flew off the shelf. I only ever added about a half-dozen Hotwheels to my carrying case which I would bring to my friends house where he had dozens of banged up Matchboxes he had been crashing along with my limited number of non-mint cars for a couple years. By that time silver US coins had then been discontinued, replaced by much less worthy metals, Matchboxes had risen to 55c but Hotwheels were over a dollar.

        He would set up the tracks that covered the floor in his room, and his mom would let him keep it that way for weeks.

        The next summer we did the same thing but by then we had basically outgrown them, we spent more time riding our bikes to the beach, fishing or skateboarding than playing with toys, even in the air-conditioning which had become much more common by then. People who had it were cooling to 80F (27C), it was such a luxury but quite costly for those paying the electric bill.

        One day she picked up all the tracks and cars, put them in his closet with other less-utilized toys and they remodeled his room. Mine were in there somewhere and I didn't really think about it for a couple more years when I figured I should bring my cases back home even if I was not going to play with them any more, they were a pretty good collection.

        Too late, she had already donated about half the closet to Goodwill, never to be seen again :(

  • IG_Semmelweiss an hour ago

    This article made me wonder what ever happened to Micro Machines. They just sort of dissappeared from the public consciousness. It seems like the brand (Micro Machines) was stopped from production, and its IP sort of died away when Galoob was bought by Hasbro [1]

    I used to have a huge collection of them. My mom amazingly kept them around, and now my kids have a huge collection to play. What a present!

    [1] https://en.wikipedia.org/wiki/Micro_Machines

    • russdill 4 minutes ago

      I think there was a consumer safety issue that made it hard for to hit their core demographic. iirc their small size got them a "5 and up" recommendation.

    • showerst 29 minutes ago

      Micro machines were awesome! I still remember the commercials with the fast talker.

      It's funny how a random thing can date you so specifically, it seems like their heyday was only from 1987-1994 or so.

    • seattle_spring an hour ago

      I had so many Micro Machines, and I've been wondering the same thing about their fate for years. I thought they were so much cooler than Matchbox or Hot Wheels. There were tons of Micro Machine airplanes too!

  • grendelt 5 hours ago

    > Whereas a Hot Wheels is designed to race down those iconic orange tracks, and often feature wild customizations or complete fantasy builds, a Matchbox is more realistic and accurate.

    This is exactly what I've noticed with a little one that loves toy cars. We often end up getting Matchbox because they're cooler and not meant to only rocket down a Hot Wheels track. Hot Wheels are too much fantasy these days, Matchbox is where it's at.

    • securingsincity 4 hours ago

      My dad kept a lot of his old hot wheels from the late 60s and what is fascinating is those orange tracks even from then still fit with tracks you can buy today. They've modified the design but they still connect.

      Makes you think will what you build keep the same interface or at least backwards compatibility 50 years from now? Probably not and most wouldn't blame you. But it brought us a lot of joy to take things we bought in target that day and connect them to those old sets.

      • whoopdedo 2 minutes ago

        > Makes you think will what you build keep the same interface or at least backwards compatibility 50 years from now?

        SMTP comes to mind.

      • bitwize 3 hours ago

        What's neat about the tracks is that Mattel had a variety of toy lines compatible with them. They marketed a Hot Wheels variant called Sizzlers that had a tiny motor inside, powered by a small nickel-cadmium battery. You charged it up with a battery-powered charger called the "Juice Machine" (sold separately) and the motor would make the car go. There was also a line of electric trains called "Hotline" that would run on the orange tracks; these were also charged with the Juice Machine.

        My nephew ended up getting all my Hot Wheels tracks, and yes, they were forward compatible with new tracks and with all his 1:64 cars. When he was four he would stage elaborate crash scenarios on them, which he called "challenges". I would talk to him in the voice of the Homestar Runner character Stinkoman (an alternate, anime version of Strong Bad), e.g. "That was an exciting challenge! I was excited by the challenge!" Whenever he was playing with his Hot Wheels and I was around, he would exhort me to "do the challenge voice again!"

    • chrisdhoover an hour ago

      My 4th grade teacher used the orange track to swat hands and backsides. The worst offender in class was taken to the book room and disciplined. I swear the both liked it. She also brought a refrigerator card board box in and set over him and his desk.

    • glimshe 5 hours ago

      As a kid I also liked them because they were heavier and felt higher quality for that reason.

    • ourmandave 5 hours ago

      I had Hot Wheels orange tracks with loop-the-loops and stuff.

      But also had the glow-in-the-dark fold out Matchbox City in a suitcase.

    • thinkingtoilet 3 hours ago

      Hot Wheels has a ton of realistic cars if you want them. It's also legal to use them not on an official track.

    • rjsw 5 hours ago

      There were Matchbox tracks too.

    • Mindwipe 4 hours ago

      TBF Hot Wheels do both, but the realistic ones tend to be significantly more expensive, and hence mainly not bought by/for kids .

    • jgalt212 5 hours ago

      Have recent experience with both. Hot Wheels makes both replica and fantasy cars. IMO, replica Hot Wheels are better than equivalent Matchbox.

  • mgraupner 4 hours ago

    Growing up in the Eastern Bloc, it was such a joy to own/get an original Matchbox. Memories...

  • rob74 4 hours ago

    > Mattel is looking over its various intellectual properties and imagining a Scrooge McDuck–sized swimming pool of cash.

    Pah, these small reporters with their small ambitions! Scrooge McDuck didn't have a "pool of cash", he had a whole silo-sized building filled with cash, and the "pool" that he used to swim in was merely the visible surface of it: https://www.duckipedia.de/images/archive/d/d3/20230517100725...

    • chongli 3 hours ago

      Also Scrooge’s cash was in the form of gold coins that appreciate in value as commodity gold does. If it were a silo full of fiat currency it would be depreciating with inflation!

      • adventured 3 hours ago

        Gold doesn't appreciate in value. It's an important distinction when considering investments. It tends to act as a store of value, that is it retains value. While the dollar price of gold goes up (now ~$2700 (!) as the dollar keeps imploding over time), that isn't the same as it appreciating in value. The dollar is losing value, gold is what is staying still in terms of value. And while that isn't always perfectly accurate (certainly gold sometimes varies upwards or downwards in value for various supply etc reasons), it tends to be mostly correct.

        The reason it's an important distinction is because eg the S&P500 will tend to smash gold over time as a value generative asset (because gold is not a productive, generative asset; gold holds value, the S&P500 generates value (profit/growth/etc)).

        • kobalsky an hour ago

          is there a gold to big mac index to track the valuation drift?

      • rwmj 3 hours ago

        But better would be a swimming pool full of stock certificates.

        • Filligree 3 hours ago

          He tried that; it wasn’t better. Though arguably only due to Scrooge’s naivety.

          • foobarian 3 hours ago

            He probably got greedy and didn't stick to plain old boring index certificates and bonds.

      • chiph 2 hours ago

        Something I realized later was that gold is much denser than ducks. So Scrooge could not have dived into his silo of gold without injuries equivalent to diving onto a sidewalk. Ehh, it was still a great visual.

        • BobaFloutist 2 hours ago

          No, no, that's an explicit skill of his. A villain once steals his fortune with the goal of diving in line he does and just bounces off the surface, hurting themself.

        • bernds74 2 hours ago

          Donald could be pretty dense at times.

  • paulorlando 2 hours ago

    I have a set of hand-me-down Matchbox and Hot Wheels cars I had growing up. There's an astounding difference between them and the newer ones my kids have been given. I actually use that difference as a lesson in workmanship to my kids. See, you can choose to make things cost less and take less material, but there's a tradeoff in quality....

  • pge 5 hours ago

    As an American growing up in the late 70s/early 80s, we called all die-cast metal cars “matchbox cars,” even though many (all?) of them were Hot Wheels. I never knew there were two competing brands.

    • bregma 3 hours ago

      Growing up in the 1960s we called them all Dinky Toys. Dinky was the best: they even had die-cast UFO SHADO interceptors and Space:1999 Eagles in the 1970s when I was too old for such things (but still secretly coveted them).

    • parpfish 4 hours ago

      Same. I also referred to all transforming robot toys as “gobots”

      • nemo44x 2 hours ago

        Gobots were Transformers for poor kids.

    • TacticalCoder 5 hours ago

      Growing up in a french speaking country, we'd call all ballpoint pens "bic".

      Because of this:

      https://fr.wikipedia.org/wiki/Bic_(entreprise)

      Up to this day many still say, on a daily basis, say, a "bic bleu" (blue ballpen) or "bic noir" (black ballpen).

      And virtually everyone french speaking calls a refrigerator (fridge) a "frigo".

      • MEMORYC_RRUPTED 4 hours ago

        Goes even further than purely French speaking, we do the exact same thing in the Dutch speaking part of Belgium!

      • haunter 3 hours ago

        Same in my country with mechanical pencils called rotring

        https://en.wikipedia.org/wiki/Rotring

        • onemoresoop 3 hours ago

          I grew up in the Eastern block and I remember my grandma's set of Rotring mechanical pens (with ink) was promised to me the day I turned 18 but I so wanted that set when I was much younger (in fact at an age I was still playing with Matchbox cars). As I remember they were very finnicky and needed to be declogged quite frequently.

        • insane_dreamer 2 hours ago

          I was a proud owner of their Rapidiograph technical pens as a teenager. I didn’t realize they made mechanical pencils too.

      • dghf 4 hours ago

        In the UK, any ballpoint pen is commonly a biro for similar reasons.

        • alias_neo 3 hours ago

          Hoover, Cellotape, Pritt-Stick, Velcro, Coke, iPad, Google, WD40, Fairy liquid...

          Some were so ubiquitous that I grew up not knowing some of the things we say are actually brands until I was older.

      • ctippett 3 hours ago

        In Australia cooler boxes are known as an Esky (chilly bin in New Zealand), Weber for charcoal barbecues, Texta for felt-tip pens – there's probably a whole lot more I'm not remembering.

      • withinboredom 2 hours ago

        In the Netherlands, they call roller blades the extinct brand name: Skeelers.

      • krisoft 3 hours ago

        In hungary trash bins are called "kuka" after the brand name of Keller und Knappich Augsburg (the makers of those nice orange robot arms) become genericized.

      • diego_moita 4 hours ago

        In Brazilian Portuguese:

        * Cornstarch is called maizena

        * Adhesive bandages are called bandaid

        * Instant noodles are called miojo

        * Yogurt sold in small pots are called danone

        * Chewing gum is called chiclete (from Chiclets)

        * Photocopies are xerox

        * Bouillion is knorr

        * Glass plates are pyrex

        * Scooters are lambretta

        * Soluble cofee is nescafe

        * Sunglasses are rayban

        And same goes for teflon, jacuzzi, velcro, tupperware, vaseline, botox, googling, ...etc, etc

        • speeder 4 hours ago

          I never realized Lambretta was actually a manufacturer until I moved to Europe and saw a store selling Lambrettas.

          When I was a kid in Brazil everyone called all scooters Lambrettas, even though none of them were Lambrettas. They usually were... Vespas.

          Now that I know it is actually rivalling companies, I wonder how sad Lambretta and Vespa companies are, with eveyrone calling their Vespa a Lambretta.

          • postexitus an hour ago

            Funny enough, in Turkey, it's the other way around. Scooters are called Vespas, and actually none of them are Vespas.

          • diego_moita 4 hours ago

            The funniest of them all is durex.

            In Brazil is the name and brand of adhesive tape. In Portugal is the name and brand of condoms.

            • pier25 2 hours ago

              Same with Mexico and Spain

        • liotier 2 hours ago

          I'm French and I didn't know that Maizena is a brand of cornstarch instead of a generic product called maizena... So that is why it I always thought it was so similar to cornstarch !

        • fullstop 3 hours ago

          * Chewing gum is called chiclete (from Chiclets)

          This is probably derived from the Sapodilla / Chicle tree, and not the little square chewing gums.

      • tetris11 4 hours ago

        I was puzzled when I sneezed in Germany and someone asked if I wanted a Tempo.

        • TeMPOraL 4 hours ago

          I was shocked when I first started participating in discussions on-line on international boards like this one, some 10+ years ago, and discovered that in America, you sneeze into a Kleenex and cut stuff with X-Acto knives.

          Then again, we've been calling a certain class of shoes "Adidas" since 1990s, so I shouldn't be surprised by the phenomenon. Not to mention, I don't think anyone in Poland ever used the generic term for a photocopier - we all call it "ksero" machines (from Xerox).

          • onemoresoop 3 hours ago

            I did grow up on the eastern block (not Poland) and we also called Adidas shoes a type of sneakers that could be a different brand, it was the style that we called them like that. There were a lot more genericized trademarks/eponyms. I can think of two more: one for Blue Jeans which sounded something like "blu Gee" (from blue jeans) and "Jeep" which we called any car that looked like a Jeep but of any brand.

          • nine_k 3 hours ago

            X-Acto knives are a specific type of knives, builder's or craftsman's, not chef's.

            Equally, a Bic is not any ball pen at all, but a specific inexpensive, usually faceted kind, AFAICT.

            Xerox, on the other hand, were the original inventors of the particular photocopy process.

      • jareklupinski 3 hours ago

        it took me a while to realize i've been calling "Adidas-y" by their brand name every time i wanted new shoes in Polish

    • ToucanLoucan 4 hours ago

      I had this exact experience in the 90s, except I called them all Hot Wheels having no clue Matchbox existed. Shocking how much can change so quickly.

  • rithikjainNd01 2 hours ago

    Even as a child I preferred Matchbox over Hotwheels. I still buy a cool looking moving parts or construction vehicle if I find it interesting. Cool article!

  • insane_dreamer 2 hours ago

    Matchbox was certainly the gold standard when I was young (in France). I don’t recall ever hearing of Hot Wheels — maybe those were just in the US?

    • ericd 2 hours ago

      Funny, I’ve always thought the French Majorette were the best. Many of them had pretty good suspension which helped a lot in rolling across uneven ground.

      • musha68k 2 hours ago

        Same here, because of that and some of the more extravagant models at "low coin" :)

  • rwmj 3 hours ago

    There are a bunch of youtubers who restore Matchbox vehicles, eg https://www.youtube.com/user/pso316a/videos

  • maeil 2 hours ago

    Hugged to death, or just geoblocking whole countries for no good reason? Getting a 403.

    • alisonatwork 2 hours ago

      Geoblocked for me too, it happens to me fairly regularly. A bunch of sites seem to just ban the whole continent of Asia.

  • wavefunction 3 hours ago

    Matchbox were made of metal too, not mostly plastic with minimal metal like many of today's toys for children. I gave some of the ones my little brother and I played with in the early 1980s to my neighbor's kid last year. They were a little scratched and scuffed in places but that just added to the versimiltude. They had all the wheels and the hoods and doors and other moving parts still move and close.

  • bitwize 3 hours ago

    I remember Matchbox cars and had a few. I mainly had Hot Wheels and a few off-brand toy cars. And I kept all my 1:64 cars in a carrying case with Fast 111s branding, another die-cast line by Kenner whose gimmick was tiny license plate decals on the rear of each vehicle, each with a random state and number.

    But Matchbox really sticks out in my mind as the manufacturer of the die-cast Voltron toy that every kid wanted in the mid-1980s -- and only rich kids got; at $60 in 1985 or nearly $175 in today's dollars, that shit's steep. I did end up with the Panosh Place plastic Voltron. It was plastic, and the lions didn't combine in a show-accurate way to form Voltron, but I didn't care, it was Voltron.

    These days, we have Transformers from Robosen that transform on their own and respond to voice commands -- so rich kids' Christmases are on a whole 'nother level now.

    • Loughla 2 hours ago

      I had two legs of the die-cast Voltron that my rich, snotty cousin gave me when he lost the other pieces. They were so big and heavy and just so cool. That, combined with my thundercats dagger (that came free with my sweet thundercats underwear) made me the coolest kid on my schoolbus for like three weeks.

    • throwup238 3 hours ago
  • JohnMakin 2 hours ago

    I still like to collect these. Something about small toy cars with intricate details really tickles me. I really like classic car lego sets too. Great read