Toy Capsule

Irwin Toy’s 2002 toy catalogue offers a fascinating glimpse at how it planned to re-position itself and grow its brands in the North American market.

1978 marked the 25th year Matchbox diecast vehicles were available to fans and collectors.

The 1964 Johnny Seven toy line of playsets and facsimiles of military equipment from Topper Toys was marketed exclusively to boys.

For almost three decades, Aurora Plastics Corporation was a prolific manufacturer of scale model kits. This 44-page catalog from 1967 highlights the various lines that captivated model makers during the company’s heyday.

Two years before the company went out of business in 1967, The A.C. Gilbert Company released 65 The Year to Go Gilbert, a catalogue promoting their active toy lines.

For almost 75 years, Wham-O has been a ubiquitous guest at family barbecues and outdoor playtime. This Sports Are Fun! mini-catalogue from the 1960s showcases the breadth of the company’s sporting and outdoor product lines at the time.

The Toy Manufacturers of the U.S.A. was founded in 1916, resulting from a meeting of more than 45 American toy makers in New York City.

For a large part of the 20th century, Transogram Toys and Games produced an array of toys, games, outdoor sports sets, and kid-sized furniture. This dealer catalog from 1961 illustrates the company’s diverse product offerings.

When Tyco’s Dino-Riders toy line launched in December 1987, a miniature comic was included with each of the dinosaur toys.

Released in 1963 by Topper Toys, Penny Brite was presented as a more wholesome alternative to Mattel’s Barbie Doll.

After being acquired by Universal Toys, 1983 kicked off a new era of ownership for the brand and a 30th-anniversary celebration.

In the 1950s and 1960s, AMSCO developed very detailed and realistic toys that were scaled down to a size suitable for use by children.

Rubber and vinyl dolls and toys were the name of the game for Viceroy Manufacturing Company of Toronto, Ontario. This Dolls, Playthings, and Disneyland Character Merchandise catalog from 1956 illustrates the depth and breadth of the company’s licensed and non-licensed product offerings.

At its peak, Reliable Toys was one of the largest toy makers in Canada.

Throughout the 1970s and ’80s, Kenner routinely advertised and placed premiums inside of some of General Mills most popular cereals, like Cheerios. Usually in booklet form, these promotions offered cash refunds on all of the company’s popular toys, including the Easy-Bake Oven.