TOYDELL – FILLING IN THE LINE (AGAIN)

The advertisement for Toydell, in my article In OTS Volume 36, #2, in 2012, states that there were 40
figures in the range. I have continued to search for and justify this number. A recent acquisition from British dealer Mercator Trading( via eBay), got me a little nearer to this total.

This newly acquired group is illustrated in the accompanying photo. The new figures include a Coldstream Guard, Scots Guard, Grenadier Guard Officer, (as shown in the original advertisement), a wounded Cowboy, a Mexican and a Royal Canadian Mounted Policeman.

The range of Toydell figures was first thought to represent only Ceremonial figures of Great Britain. However, it seems clear from this new evidence that an attempt was being made to introduce the figures to the American
market (considering the subject matter of 3 of these newly discovered figures). See also OTS volume 45 #4, 2012, for examples of an American Indian and Cowboy aimed at the same market.

This newspaper advertisement placed by the firm in 1953 (also illustrated here) mentions a retail outlet in London (Earlsfield). It also gives details of the method and material from which the figures were made. Some of the text is repeated here:

Toydell… are the Company manufacturing the amazing range of Toy Models which can be seen at London’s leading Stores … and which have caused such widespread comment because of their unique
average size of 5 in. in height, painstaking attention to detail, authentic colour schemes, and a “high gloss” finish which has to be seen to be believed, together with a range of over 40 models which makes for the production of the most exclusive Toy in the Country.

Constructed through the most advanced casting system of its kind to be found anywhere, we suggest that if you would like the opportunity of securing for your boy (ages between 6 and 60!) the Christmas present he will treasure most, you may do so.

At present I am lucky to have accumulated 29 different figures. The thrill for me as a collector is obviously to come up with further examples, with the discovery of the unknown remaining pieces being my goal.

If any reader can help, please email i[email protected]