Lesney Series Matchbox Cars – The Standard by Dave Berry

The enthusiastic collecting of small diecast models all started with one business back in 1953. With a simple creation of a toy car for his little girl, Jack Odell of Lesney Products kicked off a completely original brand of toys and collectibles that are currently as prominent today as they were over fifty years ago. Sadly, Lesney Products, the genuine, founder of the Matchbox car, is no longer in business but Lesney Series Matchbox cars from its day remain earnestly sought after.

From their beginnings, Lesney Series Matchbox diecast cars controlled the miniature diecast niche. When originally released, they were untouchable. Lesney Products was the lead producer to distinguish the market niche for little diecast cars and no one had came up with anything yet to fill that want. The first car ever released was a green and red road roller made to fit within a match box so Jack Odell’s little girl could take it to school. An immediate smash and using their ingenious matchbox marketing, 2 extra cars were introduced. Those were a cement mixer and dump truck. With these three tiny replicas, a new age came about slingshoting Lesney Products to the top of toy making. The line was quickly enlarged to become known as the 1-75 Lesney Series Matchbox cars.

At this time in their annals, Lesney Series Matchbox cars were being marketed by a business known as Moko to develop the Moko Lesney Series. All of this grew to become the golden age of British diecast. The three world companies each had market share and were lucrative. They were doing great and would play off each other on improvements in their advancements. They were different enough from each another that they were not in direct competition so it seemed all was fine and none of these companies could make errors.

Lesney Series Matchbox cars quickly hit direct competition from the States when Mattel introduced their line of Hot Wheels cars. Even though Hot Wheels cars were often imagination cars and not reproductions like Lesney offered, they were flamboyant, faster, and had a functioning suspension. Their wheels allowed them to roll faster on tracks and solid surfaces. Lesney reacted as quickly as they could but it wasn’t fast enough. In only two short years, Lesney had lost their States grip on sales. Soon, the United Kingdon followed. They slowly recuperated for a short stint in the mid-70’s but by the end of the decade they were in serious financial concerns. Lesney went Chapter 11 in June, 1982. As a result, the cars produced before this become much sought after collectibles and still are today.