The Most Famous Toy - Part 2
Published: 13th August 2003 by: Sir Miles
The Most Famous Toy - Part 2
As the car was so successful Playcraft decided to introduce The James Bond Aston Martin DB5 into their 1:64 scale range of cars in 1964. This scale was for the exclusive use of the Woolworths chain of stores and were sold under the brand name of Husky Models. Woolworths had bought a five year contract and sold the model for 1s 10d - about 9p ! This contract ended in 1969 but the model was so successful that Playcraft decided to continue with it and re-branded it under the Corgi Juniors label.
 Husky Model (1001) © Corgi |
Again, as the first DB5, this Husky model wasn't a DB5. The 007 James Bond Aston Martin (1001) was, in fact, a re-tooled DB6. As Aston Martin had updated the DB5 to a DB6 in 1966 perhaps Playcraft thought Eon would use the DB6 in future films ? This version sold for 2s 10d (14p), but unlike it's larger brother, this version was bubble/blister packed. The coachwork on this model was silver with a brown moulded interior and plastic blue-tinted windows. The early models in this range had grey wheels and not the more common black. Later models had metal wheels with seperate rubber tyres ! By 1968 the price had risen to 3s 3d (16p).
Playcraft sales were at an all time high - their other TV and film related vehicles were also selling extremely well. On the back if this success Playcraft decided to build a brand new version, a completely re-tooled model in 1:43 scale. February 1968 saw the launch of The New James Bond Aston Martin DB5 (C270), with even more working features than before - revolving number plates, front and back, and tyre slashers were added to the rear wheels. This is the model that is generally regarded as the best one ever ! This newer version also had a brand new box design and retailed for the princely sum of 11s (55p). As an aside, sharp-eyed film buffs noticed that only the Swiss plates were correct (LU 6789), the French plates lost the final digits (62) and the British plates read JB 007 GB.
This version stayed largely unchanged throughout the early 1970's - save for a Whizzwheels version and the usual packaging changes. In 1976 and with costs running high the C270 underwent a slight change, out went the revolving number plates, tyre slashers and the wheels were changed to moulded plastic - a first for the DB5. In 1977 this 1:43rd scale model was finally phased out. Most Mettoy diecasts were in the 1:36 scale and James Bond had to fit in.
1979 saw The James Bond Aston Martin (E40) released and this model is probably the best-selling Corgi Junior of all time ! This version was still on sale as late as 1986.
 Goldfinger DB5 © Corgi |
The (C271) model got another run-out in 1981 and was teamed up with the (E40) for a JB Little and Large set (C1361) in 1982. 1983 saw the (C271) re-boxed yet again and this was the last ever Mettoy DB5. At that time the company went bust and from the ashes rose Corgi Toys Ltd. As Mettoy went bust that meant that all the contracts with Eon were nullified and it was during this time that Matchbox Toys stepped in to produce a vehicle range for A View To A Kill and Licence To Kill. During this period Eon and Corgi negotiated and Corgi were allowed to sell off their remaining stocks - albeit in a new box with no mention of James Bond and it is this version (C271/1) that was the last 007 diecast to be produced in Britain.
In late 1989 Corgi was bought by the US toy manufactorers Mattel and by January 1991 the Swansea factory had closed, with operations being moved to Mattels UK headquarters in Leicester. The first DB5 to come from Mattel was produced in China, there was no mention on the box of James Bond and the wheels were 2mm less in diameter than usual - making the car look ungainly. This was also the first model to feature the 007 sticker on the license plate - examples of this model are rare to find today.
This car, along with new wheels, was re-issued in 1992 - the Corgi marketing department made a mock-up of the packaging using a Roger Moore photograph, only to realise that the current Bond was Timothy Dalton !!
 DB5~+OJ © Corgi |
For the 30th Anniversary of Goldfinger a gold-plated DB5 was sold as a limited edition collectors item. Launched in 1993 (only 29 years after the film !) the car was a sell-out with Corgi stockists practically selling out by pre-order ! Another release followed in 1994 (94060) and the film Goldeneye saw a model (96657) released in the January of 1995. The same year saw Corgi re-introduce the original 1:43 scale model in two limited editions. The (96655) was silver in colour and came complete with tyre-slashers and revolving number plates - it was limited to 29,000 pieces and cost £19.99. It's brother was gold-plated and was on a plastic plinth. This version retailed at £24.99 but only 19,000 were made for a December 1995 release.
Newer models have come and gone and the packaging keeps changing - the hideous blue version anyone ? July this year saw the new Directors Cut DB5 released, but it is still the original DB5 that everyone wants.
