Viceroy Manufacturing Company

Rubber and vinyl dolls and toys were the name of the game for Viceroy Manufacturing Company of Toronto, Ontario. The company began producing moulded rubber toys in 1930, creating an array of balls, bath toys, sand and beach toys, and small cars and trucks.

A partnership with Sun Rubber Company (SUNRUCO) in the United States allowed Viceroy to enhance its product offerings. The agreement with the Barberton, Ohio-based company allowed Viceroy to extend its toy lines to include Sun’s rubber race cars and a series of vehicles branded with Walt Disney characters such as Mickey Mouse and Donald Duck. These toys were known for their bright colours and bold contrasting stripes.

In 1985, Viceroy acquired Reliable Toy Company, another Canadian toymaker, and merged it into their Dupont Street factory.

This Dolls, Playthings, and Disneyland Character Merchandise catalog from 1956 illustrates the depth and breadth of Viceroy’s licensed and non-licensed product offerings.