EPISODE 34: MATCHBOX CARS PART 3

Starting in the Universal era and continuing until after Mattel purchased the brand, a growing awareness of the adult collector led to multiple series being produced specifically for that market. The idea was not new; in the 1960s, Lesney had first realized the potential for adult buyers of its products and had marketed gold and silver-plated versions of its Yesteryear series mounted on pen stands, ashtrays, and similar items. Also (as mentioned above, cf. "History"), in the 1970s and particularly the 1980s, contact by the company to collectors and sponsors led to the release of a small number of highly collectible models designed for a limited, but more profitable market base. Most often, these models were Yesteryears, though the 1-75 series was also used for this purpose.

Matchbox introduced the "Matchbox Collectibles" name to designate purpose-made collectible items. Initially, the Matchbox Collectibles range revolved mainly around 1-75 or Convoy models, usually produced with a high level of tampo or mask-spray detailing and with rubber tyres and "chrome" wheels. The models were manufactured in limited quantities and sold at better-stocked retail stores as "Premiere Collectibles", "World Class", "First Editions", "Barrett-Jackson", etc., for a premium price. This concept of making intentionally collectible versions of toy cars was widely copied by the competition, including Hot Wheels and Johnny Lightning. Later, the Models of Yesteryear, Dinky and Convoy series were used as a basis for creating themed collectable "mini-series" of models, while the Super Kings range often yielded large-scale truck "specials", all of which were generally offered only by mail order. At that time, Matchbox Collectibles Inc. essentially became a semi-independent sub-unit of Matchbox International Ltd. The idea was quite successful, leading to the creation of many new, high-quality castings over a relatively short time span. Tie-ins with major brands (Texaco, Campbell's Soup, Coca-Cola, Hershey's Chocolate, Jack Daniel's, etc.) increased the attractiveness of the range. However, to finance the new castings, prices continually increased, while castings were re-used for multiple purposes, sometimes rather far from realistic.

Although the main scales tended to hover around 1:43 (1:50 or 1:100 for truck models), eventually there were even 1:24 automobiles. Airplanes and tanks (in appropriate scales) made their returns as well. However, the timing of these latter series was almost as poor as in the 1970s, as about 3 years after Mattel bought the Matchbox brand, development of the Collectibles range was effectively halted, and Matchbox Collectibles Inc. was mothballed. Some models continue to be marketed via major retailers such as Target in the US.