British Toy Making Blog

The V&A Museum of Childhood is currently working on a three year project to catalogue, conserve and digitise the toy manufacturing archive material held at the Museum. The British Toy Making project, funded by the Heritage Lottery Fund and Esmée Fairbairn Foundation, focuses on the archives of four major 20th century British toy manufacturers – Lines Bros. Ltd., Mettoy, Palitoy and Paul and Marjorie Abbatt Ltd. Ieuan Hopkins is blogging the project's progress...

As part of the project, we'd love to hear from anyone connected with the British toy manufacturing industry past or present, in any capacity. Submit your own toy story here.

Get in touch

Sarah Wood, Assistant Curator Tel: 020 8983 5212 Email: sl.wood@vam.ac.uk
Ieuan Hopkins, Archivist Tel: 020 8983 5216 Email: i.hopkins@vam.ac.uk

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Photoshop in 1940!?

I've been photographing some Lines Bros. catalogues from 1940 recently and have really been enjoying myself looking at the photomontages for the Pedigree Prams catalogues. It's fascinating to see how photography was slowly introduced into the printing processes and also to see the photographic techniques used.


Catalogue, No. 44B Pedigree Prams, pp.9 and 11, 1940. Archive ref. LINE 3/1/53. Lines Bros. archive, V&A Museum of Childhood.

In the examples above, it is really clear how the use of a very blurred background helped convey the idea that the women and their babies – in the prams – were outdoors. I wonder if people in the 1940s believed that or if they knew it was a trick? Nevertheless, the technique is immaculate and still in current use today – more than many people may think.

The use of blurry shadows being cast from people or objects is an old trick. Things seem to be on the ground and not just flying. The airbrushing guys of the 1940s knew how to do their job – better than quite a lot of Photoshop shadows I see around.

Dani Tagen

A Merton Workbench

It has been said that you can tell a lot about a person by the desk they sit behind. A cluttered desk is the sign of a cluttered mind. So what can a phototgraph of a workbench tell us?


Photograph (detail), from album, 'International Model Aircraft Ltd', 1940s. Archive ref. LINE 2/2. Lines Bros. archive, V&A Museum of Childhood.

Looking closely at this bench, it appears to have been used by someone who was multi-skilled and able to turn their hand to anything. They would have been able to use a wide range of tools and equipment, ranging from the large, heavy metal mallet on the left to pieces of precision engineering such as the micrometer on the right.

This is not surprising – this bench was in was in the Design and Experimental Section of the Engine Development Section in the International Model Aircraft Ltd. factory at Merton, South London, part of the much larger Lines Bros. factory. This workshop was responsible for the design and refinement of the motors, such as the example below, used to power some of the IMA model aircraft.


Catalogue, 'International Model Aircraft Limited, FROG and Penguin', p.18, 1949. Archive ref. LINE 3/1/65. Lines Bros. archive, V&A Museum of Childhood.

This photograph is a section of one in an album in the Lines Bros. archive, and was taken in the late-1940s. Other photos in the same album include the drawing office, pattern shop, toolroom, model engine department and, surprisingly, the tropical packing department (items being transported to the tropics required specific packing, it seems). These, together with the other photo albums in the Lines Bros. archive, can help produce a more ‘intimate’ record of factory life and manufacturing, and possibly of the people who worked in it.

Photographing the British Toy Making Archive

I have recently been appointed the photographer for the British Toy Making Project. I’m in charge of producing digital images of the catalogues, leaflets, drawings and photographs from the archive.

I started at the beginning of July, and after just a month of work I have already encountered some nice surprises – like Lines Brothers catalogues from the 30s, which feature an amazing wooden Rolls Royce powered by an electric motor.

One of the challenges of the job is to try to capture not only very descriptive photographs of the archive material, but to also interpret it when needed. For example, the Abbatts were really concerned with the image of their company (Paul and Marjorie Abbatt Ltd.) – their logo, print material and toys – so in some cases I’ll have to change the colour of the background I’m shooting on to enhance and reflect their aesthetic views. Or I have to be aware of the way their leaflets were intended to be read, so I can produce the best shot. I’m working closely with Ieuan, the project archivist, and between us we’re working through the material, deciding on the best way to capture it photographically. Overall, the photographic project is a mixture of very technical photography with a twist of creativity.


Advertisement, archive ref. METT 1/1/1, Mettoy archive, V&A Museum of Childhood

This was the first image I shot. It’s from the first Mettoy volume of press cuttings (archive ref. METT 1/1) which includes advertisements for the Company dating from 1950 and 1951. The cuttings were taken from the four publications ‘The Mercantile Guardian’, ‘Games and Toys’, ‘The Toy Trader and Exporter’ and ‘British Playthings’. There’s a lot of duplication, as the same, or very similar, advertisements was placed in each of the four publications every month, so we’re not photographing every single page. But we do have an example of every different advert.


Advertisement, archive ref. METT 1/1/53, Mettoy archive, V&A Museum of Childhood


Advertisement, archive ref. METT 1/1/25, Mettoy archive, V&A Museum of Childhood

The Mettoy archive we hold here at the Museum consists of 12 volumes of press cuttings, dating from 1950 to 1970, with many volumes numbering over 600 pages. They were collected together, it seems, by the Mettoy Playthings Marketing Dept., and include advertisements for Mettoy Playthings products, as well as clippings about the Company and the toy industry in general. As a group, they form a fascinating insight into Mettoy’s marketing activities and product development, as well as a picture of 20 years of the British toy industry. They also illustrate the development of graphic design. The full catalogue for this collection will be available on the internet shortly.

So far, I’ve produce about a thousand images so I know I still have a lot of surprises on the way as this is roughly 13% of the images to be produced.

I’m looking forward to it and for sure I’ll be back blogging.

Dani Tagen

What's in a name?

LINE 3/47, Lines Bros. archive, V&A Museum of Childhood.

Pedigree Prams and Tri-ang toys catalogues are sequentially numbered! A particularly dull fanfare to start this blog, but it does mean that many of the gaps I thought were in this series have now disappeared (i.e. List no. 14 is for Pedigree Prams, 1926-27, no. 15 is for Triang Toys for the same period, no. 16 is again for Pedigree Prams for 1927-28, and 17 again for Tri-ang toys etc, so we’re not missing every other catalogue for both ranges).

The Pedigree Pram catalogues have also been particularly engaging. The illustrations show something of the society through which the children using the prams were perceived as being pushed. There is usually a backdrop of a well-tended park, and the women pushing the prams are elegantly dressed or wearing a nanny’s uniform. Men are almost totally absent, a rare exception being when they are called upon to fold a pushchair to stow it in the back of a motor cruiser or light aircraft.

LINE 3/51, Lines Bros. archive, V&A Museum of Childhood.

This impression of affluence is continued in the names for the individual products. In the 1921-22 catalogue, naming conventions which continue to be used throught the company’s history emerge, although in a slightly haphazard way, with the ‘Joy’, ‘Ashdown’, ‘Bedford’, ‘Katrine’, ‘Cornwall’, ‘Devon’, ‘Essex’, ‘La France’, the ‘George’, ‘Hythe’, ‘Irene’, ‘Fairy’, ‘Unique’, ‘Oxford’ and ‘Prince’ all making an early appearance, soon joined by the ‘Happy’ and ‘De-Luxe Happy’. By 1938, however, the well-heeled, almost aristocratic names, with added connotations of heritage, have become more dominant. Prams now include the ‘Norfolk’, ‘Howard’, ‘Balmoral’, ‘Richmond’, ‘Holyrood’, ‘Grosvenor’, ‘Kensington’, ‘Buckingham’ and ‘Regal’, with the ‘Henley’, ‘York’, ‘Empire’, ‘Rex’, ‘Burlington’ and ‘Marlborough’ also included in the 1949 catalogue.

Another trend is the use of girl’s names. Apart from those already mentioned, from 1939 onwards the catalogue also includes the ‘Betty’, ‘Anne’, ‘Claire’, ‘Doris’, ‘Flora’, ‘Gwen’ and ‘Helen’. By 1952, although many of the original names are still in use, there is a subtle shift away from heritage, with the inclusion of more modern-sounding names such as the ‘Orion’, ‘Prestige’, ‘Supreme’, ‘Sunrise’, ‘Vogue’ and ‘Fanfair’ appear.

Maybe you can read too much into a name, but, in conjunction with the images on the catalogue covers, this list does evoke a strong impression of a particular target market and a particular time. More so when it’s contrasted with names of contemporary ‘strollers’ such as the ‘Quest Sport’, ‘Techno XT’ and ‘XLR’, ‘Grand Tour LX Stroller’, ‘Zapp Xtra’, ‘Orbital 3’, ‘Swift Lite’, ‘Eagle’, ‘Capri’, ‘Malibu’, ‘Yo!’ and X-Lander X-Q Jungle.

A friend introduced me to the world of caravan names on a long trip down the motorway – it’s a game I’ll now be playing walking down the high street crowded with pushchairs.

The King's Chat at Merton

In response to the front pages of the newspapers today, full of Colin Firth's award at the BAFTA's last night for his role in 'The King's Speech', I've found some images of the real King George VI. He visited the Lines Bros. Ltd. factory at Merton, South London, on June 10, 1941, to inspect the munitions production being undertaken by Lines Bros. as part of the war effort. In common with almost all toy manufacturers, Lines. Bros. ceased toy production completely, and turned instead to making components and parts for the war machine(s) (see the Sten Guns and Gliders blog for more information). Other examples include Jerry cans, shell fuses and landmines amongst items produced by Mettoy at their Northampton and Fforestfach (Swansea) factories, and bomb noses and tails, made from laminated paper, produced by Cascelloid / Palitoy at Coalville, Leicestershire. I've also heard it mentioned that some toy companies continued to produce munitions as a sideline long after the war, but have yet to find any information on this. Can anyone confirm this?

The following photographs give some flavour of the King chatting comfortably with factory workers. The man in glasses and pin-stripe suit is Walter Lines, of course.


King George VI at Merton, 10 June 1941. V&A Museum of Childhood, Lines Bros. archive. © Crown.


King George VI at Merton, 10 June 1941. V&A Museum of Childhood, Lines Bros. archive. © Crown.


King George VI at Merton, 10 June 1941. V&A Museum of Childhood, Lines Bros. archive. © Crown.


King George VI at Merton, 10 June 1941. V&A Museum of Childhood, Lines Bros. archive. © Crown.

Toy Fair 2011 (part 2)

Toy Fair is now over for another year. It’s been great fun, though tiring, to spend three days in the middle of it all. The second and third days were as busy as the first, and we’ve continued to meet with a variety of people connected with the toy trade. We also gave a brief presentation to design students, from a number of design courses at universities in London and further away, highlighting what the archives and object collections here at the Museum can offer in terms of source material on the history of design. This was part of a day of short talks and meetings with manufacturers for students to give them more of an insight into what working in the design side of the industry is like. 

The great thing about being able to spend time here is that you really appreciate what a varied business toys can be. A sample of the business cards we collected contains job titles such as senior play futurist, inventor, retailer, company director and founder, designer, imagineer, marketing director, corporate responsibility manager, product tester, agent, buying controller, merchandiser, trade mark attorney, demonstrator and even the odd magician (and this list doesn’t include those people who actually work in the factories producing the goods). And they’re all, in their own way, trying to find the next big thing, the next revolutionary new game or play pattern. The other thing is, after spending three days in this environment populated by flying fish, 6-foot Lego figures, miniature robots, puppets, dancing monkeys, pigs in teacups etc., the real world seems a bit more grey and lifeless than it did a few days ago. We've landed back in Kansas with a bump.

Toy Fair 2011 (Part 1)

Tuesday was day one of the Toy Fair 2011.

This year we’ve got a stand (thank you to the BTHA for making us feel so welcome), to promote the project and make new contacts with people who have worked in the toy industry.
 
 
Tuesday was all about the press, with a wide variety of events going on throughout the day. We’ve seen the Character Parade, along with the arrival of some small, but very much alive, pigs. Sonic the Hedgehog keeps jogging past, and Roger Black has also put in an appearance.
On the subject of sport, there seems to be a greater number of outdoor games and equipment here than last year – something to do with the Olympics next year perhaps?
 
We’ve been busy on the stand too, and have met with loads of people with different stories to tell and a range of different connections to the industry. In quieter moments, as we’re on the balcony, we’re able to look down at the many deals being struck on the stands below (as well as the big gong on the Lego stand below us).
 

Challenge Santa (part 3)

The third and final challenge to Santa again demonstrates how closely toys can reflect the particular time and culture in which they are produced. During periods of war and conflict, for example, toys and games demonstrate surprisingly clearly how feelings of hostility or unity towards and with different nationalities and groups change, as allies and enemies shift. As such, you probably won’t have much luck finding these games.

Leon L’Hollier catalogue, undated [c.1910]. Makers’ Files archive, V&A Museum of Childhood.

But, contentious though it is, you might be able to get hold of this modern, though satirical equivalent.

War on Terror. The Boardgame. TerrorBull Games. Image ©V&A Museum of Childhood.

Happy Christmas from everyone working on the Project.

Challenge Santa (part 2)

Carrying on the theme of toys you won’t find in the shops this Christmas, a number of different forms of transport have been thrown to the surface.

Obviously, toys can reflect the real world in miniature, and mirror changes in technology and design. The pedal cars appearing elsewhere on this site, are a good example of this.

Something slightly more outlandish, however, is the goat cart. There was enough demand for this in 1914 that G&J Lines produced 7 different models, with the offer of manufacturing bespoke carts, if required. All was not lost, however, for the goat-less family as, for an extra £2, Lines were happy to produce a cart suitable for a small pony.


G&J Lines catalogue, list no. 53, 1914-15. Lines Bros. archive. V&A Museum of Childhood.

Children in the early 1960's, without any small hoofed animal to pull them around, could instead create the illusion of relaxing whilst being propelled from place to place using this rickshaw. It was produced by Mobo Toys (D. Sebel and Company), whose 1962 catalogue proclaims that, with its purchase, ‘your transport problems are solved’.


Mobo Toys 1962 catalogue. Makers' Files archive, V&A Museum of Childhood. © D. Sebel and Company.

More to follow next week.

Challenge Santa (part 1)

Buzz Lightyear was voted the most elusive toy of 1996, and with it set to become one of the most popular toys for Christmas this year, it will no doubt again be causing parents trouble when they have to find one in the shops. A quick trawl through the archive collections here has brought to light toys which may give Santa an even bigger headache to locate for Christmas. The examples demonstrate how quickly popular culture moves on, and how society’s concerns and values change over time.

As far as character merchandise goes, an early equivalent of Buzz was ‘Teddy Tail’, a cartoon mouse. He disappeared from popular culture in the 1960’s, but starred in the first daily cartoon strip in a British newspaper, first appearing on 5 April 1915 in The Daily Mail.

'Teddy Tail' jointed figure, card, 1920's, England. Museum no. MISC.703:1988.

Two more toys that you’re not going to find in the shops, although for a very different reason, are this child’s lawn mower and garden roller from the 1914-15 G&J Lines catalogue.

Edwardian toy safety standards being somewhat different to today’s, Lines were proud to draw parents’ attention to the fact that the mower’s ‘knives’, of painted aluminium, were sharp enough to snip off ‘some grass’, and that all rollers were now being sold with extra ballast to make them even heavier. Perfect for little feet and fingers.


G&J Lines catalogue, 1914-15. Lines Bros. archive. V&A Museum of Childhood.


G&J Lines catalogue, 1914-15. Lines Bros. archive. V&A Museum of Childhood.

I’ll post further examples over the next week.