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Collectors catalogues were an
integral part of Lesney's marketing policy. Each
year a new catalogue was issued which illustrated
the current product range and sometimes gave
other details to the young collector. A look
through the catalogues gives a charming trip back
in time, with the contempory cars, fashions,
attitudes and marketing techniques on show. Lesney first produced brochures of
their toys in 1957. However trade sheets were
available before this time, produced by importers
and wholesalers. In 1957 J. Kohnstam & Co. ,
the distrubutors of "Matchbox" toys in
the UK, produced the first catalogue, actually a
fold out sheet, which did not feature Models of
Yesteryear. The first 'proper' catalogue, with stapled pages, was produced
the following year. Once again Yesteryears were
excluded from this catalogue but were the subject
of a separate fold-out sheet.
1959 also saw the
publication of a fold-out sheet for Yesteryears
and stapled catalogues for the other ranges. Two
distinctly different catalogues were published
this year, mainly due to the purchase of the
Kohnstam share of the "Matchbox" trade
mark by Lesney. The first catalogue produced this
year, the Kohnstam edition, was identical to the
1958 issue but with '1959 Edition' printed in the
top right hand corner. The Lesney edition has a
completely different front cover and features the
Yesteryear range.
All of the catalogues from
1957 to 1971 employed the technique of
photographing each model in black and white then
hand coloured. This gave the impression that the
illustrations were hand drawn but still included
all the detail of the model. The exception to
this is the illustration of some prospective
models. Clearly some models were not available in
time for publication and so artist's impressions
had to be used.
Some of the Matchbox
catalogues can be quite hard to find in good
condition and so tend to be quite expensive. The
following pages show my collection of catalogues
with a description of the Yesteryear pages where
applicable. Choose the catalogue below to view
the Yesteryear pages or you can view the Gallery of front pages only.
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