Corgi Classics
 | |
| Company type | Private(1995–99) Subsidiary(1999–2008) |
|---|---|
| Industry | Scale model |
| Founded | 1995[1] |
| Defunct | 2008 |
| Fate | Acquired byZindart Internationalin 1999,[1][2]then became abrand |
| Headquarters | Leicester,England, United Kingdom |
| Products | Die-castscale modelcars,airplanes,buses,military |
| Brands | Corgi Toys |
| Owner | Hornby(2008–present)[3] |
Corgi Classics Limitedwas a Britishdie-castscale modelmanufacturer established as an independent company in 1995,[1]which has its origins in theCorgi Toysbrand introduced byMettoyin 1956. It is known for its British and North American vehicle models.
Products manufactured and marketed by Corgi includeddie-castscale modelcars,airplanes,buses, andmilitary.
In 2008 the company was acquired byHornby Railways,[4]who has owned theCorgibrandsince then.[3]
History
[edit]Background: Corgi Toys era
[edit]"Corgi Toys" was launched in 1956 as a new range ofdie-cast toymodel cars byMettoy Playcraft LTD,thetoy carcompany founded in 1936. These new toy cars were soon a huge hit because at the time they were the only toy cars on the market that included transparent plastic windows, they soon became known as "the ones with the windows".
Although Corgi has had manymodel carcompetitors ranging fromDinky ToystoLledo,its name is well known to this day. In its first year of trading Corgi sold 2.75 million cars, making it a clear leader of the British toy car industry. In 1966 Corgi won bothThe Queen's Award to Industryand theNational Association of Toy Retailers' Highest Standards Award,two prestigious awards. In March 1969, a year's supply was destroyed in the factory inFforestfachinSwanseaby a fire, a major setback, which cut profits tremendously. Despite this, Corgi continued to remain among topcollectablesfor many years.
Sales increased in the late 1960s and early '70s after theJames BondAston Martin DB5and theChitty Chitty Bang Bangcar was released, but sales were fell sharply after the 1969 fire, which led to substantial ground being lost to its main rival Dinky, but by 1971, the Swansea factory was back to full production again after major repairs costing over £1.3 million. TheQueen's silver jubilee modeledition released in 1977 was an instant best-seller, along with another nostalgia model,Edward VII's coronation state coachof 1901. After a rapid decline in sales, in 1983 economic analysts said that decline was inevitable; children and adults had moved on to more sophisticated toys, others however did not agree; they believed if it had not been for the fire there would have been no problem.
Corgi reformed as "Corgi Toys Ltd." in 1984 and turned its attention to regaining the British toy company's confidence. Three years later Corgi turned to the export market for profits, soon distributing in Australia,Continental Europeand the United States. Shortly after this Corgi started theCollectors Club,which quickly gained worldwide membership.
In 1989 the company was taken over byMattel,the worldwide toy manufacturing giant (manufacturer ofBarbieDolls andHot Wheelscars), and production was moved to Leicester, the Mattel headquarters. Corgi then introduced a new range: Corgi Classics, selling nostalgia cars, vans and trucks from the 1930s, '40s, '50s and '60s, aimed at those who had grown up during that period. At around the same period in the US, Corgi released a new range of trucks, fire tenders and buses based on North American prototypes, though these were not as successful as had been hoped.
Corgi Classics Limited
[edit]
In 1995, Corgi regained its independence as a new company, "Corgi Classics Limited", and moved to new premises inLeicester.[1]Corgi Classics turned toBritish televisionfor model ideas, and soon released models such asMr. Bean's Mini,Inspector Morse'sJaguarand later models based onEnid Blyton'sNoddytales. A variety of firms ranging fromCadbury's chocolate toGuinnessbeer toEddie Stobarthaulage have had Corgi scale models made of their road vehicles. In 1995 Corgi introduced a new range of 1/76th scale UK and Hong Kong bus models under the "Original Omnibus Company" banner; by 2007, the total number of individual model releases in this sub-range had exceeded eight hundred.
In 1999 Corgi Classics Limited was taken over by Zindart,[1][2]an American collectors specialists. By 2000, as in the 1960s, Corgi was once again the top British model maker. That same year, Corgi bought the rights to theLledoname (and many of the moulds), taking over the popularDays Goneseries. TheVanguardsseries was also acquired in the deal. Days Gone and Vanguards models were sold by Corgi under the Lledo moniker until 2004, after which the Lledo name was dropped and the models officially became part of the Corgi Classics line.
In 1999, Corgi debuted the Aviation Archive line of diecast militaryaeroplanes.Beginning with 1/144 scale, Corgi created one of the most expansive and widely collected lines of highly detailed limited edition collectable die-cast metal aircraft. This line has been expanded in successive years to include new moulds and liveries and even new scales, such as the super-detailed 1/32 scale Aviation Archive line. Corgi followed with a new line of 1/50 scalearmoured vehiclesranging fromWorld War IIup to through theVietnam War.In 2006, Corgi began selling hand painted, spin-cast metalfigures and soldiersin theForward Marchseries which complements their 1/32 and 1/50 scale lines of vehicles.
In May 2008, international models and collectables groupHornbyannounced the acquisition of Corgi Classics Limited for£8.3 million.[3][4]Under Hornby ownership the Corgi brand underwent a rebrand in 2012, this saw the introduction of a new logo and style of packaging, however the main element reasoning behind the change was the relaunch of Corgi Toys.
In 2019 a new series was launched called: CORGI CHUNKIES is new range of toys with moving interactive parts, free-rolling, soft-tyred wheels, left and right hand drive and a strong child-proof build. The chunkies models were designed by Hanan Shpetrick.
Famous models
[edit]
This is a list of a few of the most famous Corgi Classics limited models:
- Inspector Morse'sJaguarMk II
- Mr. Bean'sMini
- The Italian Job's Mini
- Doctor Who'sTARDISandDaleks
- The Dukes of Hazzard'sDodge Chargerwith Bo and Luke figures
- Basil Fawlty'sAustin 1100
- USS Enterprise (NCC-1701-D)and some otherStar Trekships, includingRomulanandKlingonvessels.
- BullittsFord MustangwithSteve McQueenfigure.
- Only Fools and HorsesReliantSupervan III.
- The line ofJames Bondcars.
- The new line Corgi Chunkies.
References
[edit]- ^abcdeThe history of Corgion Hornyhobbies.com
- ^abCORGI INTERNATIONAL LIMITED – Hong Kong S.A.R., China. November 17, 2006on Sec.gov
- ^abcPotter, Mark (1 May 2008)."Hornby adds model car maker Corgi to its collection".Reuters.Retrieved26 February2011.
- ^abHornby PLC acquires toy car maker Corgi Classics in 7.5 million-pound dealonThe Economic Times,1 May 2008
