Irwin Toy Catalogue: It’s all new (2002)

2002 marked the beginning of a new era for Irwin Toy of Toronto, Canada. The struggling toy company had been sold to a private investment group the previous year, which injected new capital. Unfortunately, the new owners couldn’t right the ship. They declared bankruptcy and liquidated the company after 75+ years of operations and less than 18 months after it was sold.

This 2002 toy catalogue from the company offers a fascinating glimpse at how Tyco planned to re-position itself and grow its brands in the North American market.

Split between products available in the United States and Canada, the catalogue is a mix of the company’s product lines (Dragon Ball Z, Caillou, and Thunderbirds) along with products licensed from other companies (Slinky, Etch A Sketch, and Jenga.)