On
this page is a chronological history and review of the Lone Star Impy
Flyers and Commercials models (produced from 1966 to 1984).
Then click here for a complete list of models including colour variations and many more photos. Readers with long
memories may recall my previous articles on this subject published in Model
Collector in 1993. Since then, Lone Star collecting has
come of age, in common with Hot Wheels and other products which spanned
the introduction of low friction wheels. There are now many more
collectors, and rare items can reach correspondingly high prices.
More material has come to light to help researchers, including copies
of trade catalogues (from several sources) and also Geoffrey Ambridge's
interesting book of reminiscences and catalogue extracts*. The
time seems right to re-visit the story of Lone Star's Impy range, and
we have the benefit of colour photography throughout, which only ten
years ago was the exception rather than the rule.
Malcolm Bates has 'set the scene' on Lone Star as he put it (Diecast Collector, September and October 2003) or, as it seems to me, he took a very broad brush and gave us his impressions of what Lone Star were doing gleaned from trade catalogues without the need to complicate the story with much detail. However, he is right that Lone Star never really managed to match the market leaders in toy cars, who in the late 1960s were Matchbox and Corgi - except possibly when the Hot Wheels phenomenon hit the market, as we shall see. The rest of the time, Lone Star were always in the second division of toy car makers. Malcolm also pointed out how much Lone Star concentrated on toy guns and other toys unrelated to vehicles. Repeatedly, we find that a range of vehicles was tried, then left in the catalogue for a few years with no new investment, then maybe dropped or re-vamped to try and make some old toys look new and exciting again. It all suggests a rather half-hearted approach, as if the toy cars were less important to the Lone Star management than guns or other products. Company History
The firm was founded in 1939 by Bob Mills and Sidney Ambridge as manufacturers of diecasting machines, and was incorporated in 1940 with the name Die Casting Machine Tools Ltd. They were based at Palmers Green, London N13, and produced the famous M55 diecasting machine which was used by most of the small diecasting firms who set up business after the war. It is known for certain that Lesney, Modern Products and Kemlows all used DCMT machines, and Rodney Smith and Jack Odell of Lesney were former DCMT employees. DCMT's first toys were introduced in 1946 and were marketed by The Crescent Toy Co. Ltd. They included the well-known Crescent Jaguar saloon, which must have been a big success and sold many hundreds of thousands, because it is one of the most common 1940s toys. Other vehicles were copies of Tootsietoys from the USA - interesting given Lone Star's later connections with Tootsietoy. From 1 January 1950, DCMT announced that they would be selling direct to wholesalers, and the arrangement with Crescent was discontinued. In the absence of Crescent, they needed a new brand name, and briefly used the name 'Slikka Toy'. Their toys included several metal guns, such as the 'Lone Star' repeater cap pistol, introduced in that year, which was the first use of the Lone Star name. Lone Star was registered as a trade mark in 1951 for cowboy outfits, but was soon applied to all of DCMT's toy output. Expansion followed, and the first of several new factories at Hatfield, Hertfordshire was opened in 1955. Roadmasters
Vehicles did not feature much until 1956 when the 'Lone Star Road-Masters' were introduced, a series of three sports cars and four veterans in about 1:35 scale. They had diecast bodies but plastic baseplates and wheels, making the veterans in particular rather fragile, and they only lasted a couple of years. The 'Modern Army' series appeared in 1957, and the RAC Land Rover and Caravan around 1959. In 1960, Lone Star produced a series of four 1:50 scale American cars for Tootsietoy, sold in the USA as part of the Tootsietoy Classic Series, and elsewhere as 'Lone Star Roadmasters' (this time without a hyphen in the Roadmasters name). The 1:50 scale Roadmasters eventually reached 13 items and continued till 1969. The large scale Roadmaster lorries appeared in 1962, as did the short lived '2-5-0' series of aircraft in 1:250 scale. ![]() ![]() Impy Range
None of these disparate ranges had been sufficiently successful to present much of a challenge to the established toy car makers, so once again Lone Star started from scratch and developed the Impy range, launched in 1966. This was their biggest project yet, the concept being to provide a range of toy cars with every possible operating feature. Windows, interior detail and spring suspension were by then standard on new issues from Corgi and Matchbox, but in addition the Impys had opening bonnet, boot and front doors, jewelled headlights and steering front wheels. Unfortunately, from a collector's point of view, the operating features make the Impys rather poor models, with ill-fitting parts and a standard size of wheel, often too small for the models in order to allow the working steering to operate. Paradoxically, the later low-friction wheels, regarded as a backward step by Matchbox collectors, tend to improve the appearance of the Impys because they are larger in size. The Impys were around three inches long, significantly larger than most of the Matchbox series to help justify a higher price - initially 2s11d each compared with 2s for Matchbox toys. This may have been a smart move by Lone Star, since it anticipated the widespread increase in size of Matchbox type miniatures in the late 1960s; but the price was a handicap, because Impys were always more expensive than Matchbox, and as Matchbox continued to add new features at the same price level, the extra value in the Impy range was diminished. The Impy series had more trade names than any other range of toy cars, the full name being 'Lone Star Roadmaster Impy Super Cars', and this was cast on the base of most models and appeared on boxes, catalogues, etc., but the Impy name was given most prominence. The first eight models were introduced in 1966, with a high level of publicity in the trade press, boys' comics, and even Miniature Auto (one of the early magazines for model car enthusiasts). Reproduced here are the adverts from Meccano Magazine, which ran from August to December 1966 and then from April to July 1967, with a different model in the series pictured each month (thanks to Meccano Index). ![]() ![]() ![]() ![]() ![]() ![]() ![]() ![]() ![]() Curiously, numbering started at 10 - surely it can't have fooled anyone into thinking the range was that much bigger? Numbers were never cast on the models. Most models were available in several colours (see the listings for full details of colours and other variations). ![]() Number 11 was a Chevrolet Corvette Stingray, but Lone Star always described the model as 'Gran Turismo Coupe' - presumably they failed to get the appropriate licence from General Motors to use the Chevrolet name. Scale was 1:58. Only the bonnet and doors opened on this model, and unfortunately the top half of the doors remained clearly marked as part of the roof! ![]() No.13 was listed as a Ford Thunderbird but never issued. Perhaps the number was dropped as being unlucky. No.14 was a Ford Zodiac Mk.III Estate to a scale of 1:59. The worst feature of this model was the rather poor grille. ![]() ![]() ![]() ![]() ![]() Activity continued unabated in 1967 with the announcement to the trade in January of a programme of models numbered 19 to 31 for introduction throughout the year. Also scheduled were various accessories, gift sets and display material. The retail price of standard models was now 3s. ![]() ![]() ![]() ![]() ![]() ![]() ![]() ![]() ![]() ![]() No.29 was listed as a Cement Mixer Lorry, but nothing was issued on this number till 1969. ![]() ![]() ![]() ![]() ![]() 1968 Models ![]() ![]() ![]() In truth, some of the models announced in 1967 did not appear until 1968, which helps to explain why there were relatively few further introductions in the year. The retail price of standard models was raised to 3s6d. ![]() ![]() Flyers ![]() ![]() ![]() ![]() ![]() ![]() The lack of new models in 1968 concealed intense activity behind the scenes. All manufacturers of diecast cars had been shaken by the instant success of the Mattel Hot Wheels range, launched that year. Their new low friction wheels and gravity racing sets threatened literally to leave conventional diecast cars standing. Like most other manufacturers, Lone Star spent much of 1968 finding ways to convert their existing range to new wheels. Lone Star's solution was ingenious, and at least as good as any of their competitors. The baseplate of each model was converted to a screw fixing rather than being riveted, to allow the model to be dismantled for servicing - removing carpet fluff, etc. The new thin axles were retained by a plastic piece attached to the inside of the baseplate, with a length of wire incorporated to provide spring suspension (in fact the earliest axle retainers were made of sheet metal, but were quickly superseded by the plastic design). The new black plastic wheels had a shiny ring of foil around the hubs, which still managed to look quite realistic. The steering feature was of course done away with. The Impy range was split: the cars fitted with the new wheels were known as 'Lone Star Flyers', while the other models, which for the time being retained conventional wheels, were called 'Lone Star Commercials'. The Impy name was eventually dropped, although the Commercials remained in Impy boxes till at least 1971. ![]() As well as the change to the wheels, the Flyers were given new colour schemes, mostly metallic colours with contrasting stripes printed on the bonnet and boot. Jewelled headlights were deleted, and the base lettering was changed to blank out the word Impy. A change was also made on the Volkswagen so that the engine cover no longer opened. ![]() There is no doubt that Lone Star were first off the mark among British diecast manufacturers with the introduction of low friction wheels, and in the early months of 1969 appeared to have a great advantage over Matchbox, who were still trying to promote their troublesome Motorised Motorway. It was not until June that Matchbox were able to announce their Superfast models - initially only three models, and not immediately available. Lone Star were also first with a removable chassis - Corgi Rockets with this feature were not launched till October. Price was still a disadvantage, however, because Flyers were 3s6d each compared with 2s4d for Matchbox, and in the long run, as we know, Lone Star could not sustain the initial head start that they had on Matchbox. Stan Perrin, who was DCMT's last managing director, wrote: 'We were all the time trying to establish a niche in the market between Matchbox, Corgi and Dinky... Only once did we get ahead of them, and that was when we introduced Flyers, and this only because we were allowed into the Mattel stand at the New York Toy Fair, saw the first demonstration of their Hot Wheels and decided this was the way to go... we did fantastic business in Japan and the USA'. (Quoted in Geoffrey Ambridge's book*). ![]() ![]() ![]() ![]() ![]() ![]() The two Gift Sets pictured here were first shown in the 1969 catalogue. 1970 models ![]() In 1970, Flyers increased in price to 3s9d. The trade catalogue illustrated four new cars:- no.37 Ford GT40 was never issued, and no.40 Cadillac did not appear till 1976, by which time it had lost its planned opening doors, bonnet and boot. No.38 was a new Chevrolet Corvette Stingray, a more up to date car than the old Corvette, which was still no.11. The model was spoiled by ill-fitting doors. No.39 was a nice Ford Mustang. ![]() ![]() New wheels and the Firenza ![]() ![]() ![]() ![]() ![]() ![]() ![]() A major change to the Flyers range occurred in 1971, when the low friction wheels were changed from the shiny ring style to a five spoke design, more typical of other manufacturers' wheels. This new design was less realistic but perhaps made it more obvious to a purchaser that the wheels were a low friction type - in this respect Lone Star had come down to the lowest common denominator of diecast toy design. Associated with the wheel change, the FLYERS name was added to the baseplates where IMPY had previously been blanked out, and the coloured stripes were now generally left off. The new numbers 13, 38 and 39 all had the new wheels from the start, and the 1971 retail price was 4s6d. ![]() ![]() ![]() ![]() ![]() ![]() ![]() ![]() Despite being produced for several years, the Firenza can be hard to find and it is certainly sought after because it was so nicely done and has so many variations. Any Firenza will now command a premium price over other Flyers. New Commercials
for 1972
![]() ![]() ![]() ![]() ![]() ![]() ![]() Having concentrated on converting the Impy cars to low friction wheels, the Commercials range was badly in need of some innovation. New models and new wheels were therefore planned. Low friction 'Hi-Speed' wheels were introduced on all the Commercials except for the tractors and crane (nos.25, 33 and 34), and four new models were shown in the 1972 trade catalogue. ![]() ![]() ![]() ![]() The no.8 Ford Capri was again listed in 1972, for the third year running, this time with an illustration which seems to be a photo of the real car. I did hear that a die was made for the Capri, but that seems unlikely since photos of a trial model could then have been used for the catalogue. The Capri could have been a good stablemate for the Firenza, but sadly I think it never made it into metal. 1972 was the last year in which the car ramp and Mobil pumps were listed, although they continued in a gift set till the late 1970s. The lock-up garage was last listed in 1971. 1972 was also the last year for the Flyway track sets and accessories. ![]() After 1972, Lone Star rather lost their way with the Flyers and Commercials ranges, with little in the way of new models or product development. Perhaps the wider economic and political situation meant that it was hard enough just to keep production going - or perhaps the sudden death of the company founder and chairman Bob Mills in July 1973 left Lone Star directionless (Sidney Ambridge had retired in 1969). The Flyers and Commercials were not included in the 1973 Lone Star trade catalogue - presumably this was because the fold-out leaflet was used to show the range to buyers. Re-vamped Commercials It was not until 1975 that some more changes were made to the Commercials range. The two Foden tippers (nos.24 and 42) were dropped, no.30 Fire Engine was given a plastic baseplate and turntable rather than metal, and no.31 Breakdown Lorry also gained a plastic base. ![]() ![]() ![]() ![]() ![]() A new six-wheel chassis was introduced which could take either the Leyland gas turbine tilt cab or Foden half cab, and the Leyland 8-wheelers were discontinued. No.41 Builders Supply Lorry (with girders) then became a Foden six-wheeler, and no.44 Marine Transport Lorry (with boat) became a Leyland six-wheeler. New introductions (all six-wheelers) were no.43 Leyland flat truck with four water pipes, no.45 Foden flat truck with two giant pipes, no.46 Leyland with a metal dropside body, no.47 Leyland with a plastic high-side body, no.48 Foden with a plastic hopper body, and no.49 Foden with a plastic tipper body and hinged tailboard. These new Commercials only had a short production run and some of them can be difficult to find. Re-vamped Flyers
![]() ![]() Impy Super Models
The Commercials were all discontinued for 1976 and replaced by a simplified series using generic truck cabs on a six-wheel chassis. Ironically the Impy name was revived, but the models were a far cry from the original Impy concept of multiple operating features. I have not listed the trucks because I don't believe there is much collectors' interest in them, but you can find more details in Geoffrey Ambridge's book. ![]() ![]() ![]() ![]() ![]() ![]() ![]() ![]() ![]() ![]() In 1980 the old no.30 Fire Engine was reintroduced, numbered 1252 and packaged as a London souvenir item, similar to the Routemaster bus. This lasted till 1984. The 1983/4 trade catalogue showed a series of twelve 'Soccer Champs' (numbered 1621 to 1632), which were various Impy cars printed with stripes and the logos of twelve English football league teams. The cars involved were the Jaguar Mk.X, Volvo and Mercedes. Samples were obviously made for the catalogue photos, but I do not think these were ever issued, probably because Lone Star called in the receiver in 1983 - a victim, like so many British toy firms, of the 1980s recession. The toy division was sold as a going concern and production at Hatfield continued till 1988, then moved to the far east. The Impy cars and trucks did not appear after the 1983/4 catalogue. Collectors would have shed few tears at Lone Star's final demise, because the best had already gone. The Impy and Flyers series was their most successful attempt at building a substantial range to encourage collecting and repeat purchases, and their prompt response to Mattel surprised many in the industry, but decline had set in after 1972. Packaging
A feature of many of the different styles of packaging was a list of other models in the series on the back, to encourage further purchases. These lists were frequently over-optimistic about the models available, and several items over the years were listed but never produced. ![]() ![]() ![]() ![]() ![]() ![]() ![]() ![]() ![]() ![]() ![]() Flyers and Commercials were blister packed as 'Impy Litteltois' for the Dutch market, and surplus Litteltois packs were sold in the USA with a Flyers label over the Litteltois name. Some Flyers can be found in plain white card boxes with the model number, name and scale overprinted. These also come from the USA, possibly part of a promotion? Another curious item is a Lone Star Flyers track set marked 'Made in Australia' - presumably a licensed use of the name by the importer. ![]() ![]() ![]() ![]() Acknowledgements and References Particular thanks to the following people who have given me bits of Lone Star information in recent years or have allowed their photos to be used in this article: Geoffrey Ambridge, Roger Bailey, Vic Davey, Rod Greenwood, Akiko Hoshikawa and James Robertshaw. Also thanks to Diecast Collector and Ian Dorrell for copies of trade catalogues. The following websites are worth a look for more Lone Star information: https://robertnewson.co.uk/LoneStar/index.html http://www.garyscars.co.uk/dcmt/index.htm http://www.dfwbeckett.net/LSindex.html https://lonestardcmt.co.uk/ * Reference: The Bumper Book of Lone Star Diecast Models and Toys 1948-88 by Geoffrey Ambridge, published by the author, 2002. |