Canadian Simpson Sears Fire Set

[johnboy]

Very nice indeed, it's great to see something new and even though is cardboard it looks like it's got lots of play value.

[matchboxmarcel]

Kay, I sent this tread to a good collectorfriend here in my city who has a nice and very fine collection of pre 1972 Matchbox.
He said he has a similar set but it does mention Lesney and not Sears on the outher box.
He bought 2 at the time on Canadian Ebay and sold one to a Belgium collector. They were the same allthough the example he kept is in better condition.
His example did not contain all the models but it did contain the garage. I made some photos of his modelroom some while ago (which I can not post all here as you will understand) I just checked those photos and on these 2 you see the set he has. He just invited me again to make more detailed photos if I want which I may do later today or tomorrow.
See lower shelf on the right:





It is allways good to visit good collections and keep the photos on file. (last year I also visited the superb collection of Nigel Cooper and I made many photos there) (which can not be posted here as you understand)

marcel

[matchboxmarcel]

This afternoon, I just had the privelege again to see one of the finest Matchbox collections I know.
This collector lives only 10 min by bicycle from my own house so we regularly meet.

I made more in detail photos of his set.
Note the LESNEY line on the top front at the lower right corner where Kay has the SEARS name etc.











Neil also has the traffc signs with this set but Kay's are still uncut in the original cardboard sheet while Neil's traffic signs are all cut out from the original sheets.
Neil's set came without models and has no extra lable on top of the box.

matchboxmarcel

[GHOSTHUNTER]

Strange there is no Set Name label on the front...

Ghosty.

[matchboxmarcel]

Yes, Ghosty, and also note the different text on the lower right corner on top of the box as photographed.

marcel

[GHOSTHUNTER]

Yes Matchboxmarcel, I saw that on your picture and this suggests these sets were intended for international markets, but were they ever marketed in the U.K. and if they were, why make the outer case in cardboard when surely the normal plastic based cases would have been fine, but I suppose that is the key word...Cases...Cases were designed to keep and carry your humble "Matchbox" collection around the house or to your friends house, that's all they were designed to do, there are at least two plastic based carry cases for the U.S. markets that do convert into a garage or parking play centre, so why did they make a cardboard one...cost usually dictates what can and can not be made.

Is it old enough to pre-date the plastic cases so therefore was an idea by Lesney to make a large box to hold some models, thereby creating a Gift Set, but also add some extra play value by making it turn into a garage come parking play centre, but clearly cardboard would not withstand too much playing so it was a short lived idea and the plastic based carry cases were introduced instead, but the idea of making it convert into a garage etc, was dropped!

Thanks for the extra pictures and because of your pictures we now know of two versions of this set...

The 'SEARS' set, with "Kay".
The 'LESNEY' set, with Neil.

I wonder how many other 'STATE' or 'COUNTRY' specific sets were made.

GHOSTHUNTER.

[matchboxmarcel]

Neil bought 2 of these sets on Ebay CANADA and he told me this afternoon he thinks they are from Canada, allthough they don't mention the Sears name.
Remember that in the USA we had a similar situation when the FRED BRONNER corperation was bought by Lesney. There were still unique USA products but without the FRED BRONNER name. This was however later. If I remember right in 1969.
Maybe the cardboard was to weak for postorder and SEARS didn't want to take their original order and Lesney sold aprox the same cardboard box through toyshops in Canada ?
The lable on Kay's box is added extra and could have been done by SEARS.?

marcel

[GHOSTHUNTER]

Yes, indeed, 'SEARS' (and 'JC PENNY'), were both serious stockists of "Matchbox" items and may have been given permission from Lesney to add those sticky labels on the front. Items such as these were not on a 'Sale or return' basis, once the stores had ordered their stock and it was delivered, it technically was theirs despite actual payment transactions taking place later on.

Canada was a big market for all toy and model companies and very important to have your goods on sale there by whatever means was available weather it was through normal retail outlets, or specialist toy shops, often subsidised by Lesney with special offers or specially made up sets (the idea of Gift Sets dates back to at least 1953, when Gowland marketed Gift Sets of it's plastic kits), so Gift Sets were a very good way to market toys and models of this type.

I have checked some 1960's 'SEARS' adverts featuring "Matchbox" models and sets, but I did not see this cardboard set featured in any of them, sadly, so they may well be sets made up on a temporary basis to help sell slow stock or just to boost sales for that particular store.

I would like to thank "Kay" here for showing this set on the forum, it is fantastic when stuff like this turns up and sets the forum alight with enthusiastic comments and ideas from members, this will be talked about for a while yet, thanks Guys.

GHOSTHUNTER.

[matchboxmarcel]

Ghosty,
I think it is pictured in the 1966 Simpsons Sears Christmas catalogue (not the USA Sears)
There is one such catalogue on Ebay and the seller just sent me ths info:

Hi Marcel,

Yes, there is one full page of Matchbox gift sets (transport set, racing set, commercial truck set, camping set, service station set, fire station set) and a miniature car case.

Lee

Unfortunatly he didn' sent a picture and the catalogue is to expensive for me so I can not ask for a picture.

marcel

[GHOSTHUNTER]

Thanks Matchboxmarcel, that's some pretty useful info and the date now seems secure for the sets, 1966 and probably into 1967. Looked for that edition on EBay but so far have not seen it, will continue the search.

Ghosty.