Cast iron was unwieldy, heavy, and not well-suited to proper detail or model proportions and gradually it was replaced by pressed tin. Marx offered a variety of tin vehicles, from carts to dirigibles — the company would lithograph toy patterns on large sheets of tinplated steel. These would then be stamped, die-cut, folded, and assembled. Marx was long known for its car and truck toys, and the company would take small steps to renew the popularity of an old product. In the 1920s, an old truck toy that was falling behind in sales was loaded with plastic ice cubes and the company had a new hit. The Honeymoon Express, a wind-up train on track with a plane circling above, later became the Mickey Mouse Express and then the Subway Express. Popeye pushing a barrel of spinach eventually became the 1940 Tidy Tim Street Cleaner and Charlie McCarthy in his "Benzine Buggy".
Some of the most popular vehicles were Crazy Cars like the Funny Flivver of 1926 — another was the eloping "Joy Riders". One earlier and much sought after tin toy was an open Amos 'n Andy Ford Model T four door, as well as another Model T with driver apparently on a European jaunt and hauling a trunk at the rear with the names of various European cities on it. This model was produced in a variety of liveries. Lithographed tin tanks, airplanes, police motorcycles, tractors, trains, luxury liners, and rocket ships were all produced in bright colors. One toy, the Tricky Taxi seems to have had origins in a Heinrich Muller toy from Nuremberg in Germany. The 1935 G-Man pursuit car was possibly the largest vehicle Marx ever made at 14½ inches long. Even doll houses, gasoline stations, parking lots and street scenes were made in tin. That Marx was doing well even in the depression is shown by the date of introduction of their well-known motorcycle cop toy — 1933.
A number of tinplate trucks, buses and vans were made in the 1930s, particularly in the latter part of the decade. Trucks were made, particularly Studebakers, in a variety of colors and formats, and often advertised in Sears catalogues. These included several different series like the truck hauling five tinplate "stake bed" trailers, a "dumping" garbage truck, many variations on larger truck "car carriers" hauling different vehicles, and a set of completely chromed trucks. Metal gas and fire station sets could also be purchased on which to play with the vehicles more fully.
"Lumar Lines" was another name used for a line of floor operated tin toys, trucks, vehicles, trains beginning in the early 1930s, in the United States and England. Lumar Lines passenger and freight floor trains were produced from 1939 through 1941. Production continued after WWII with the "Friendship" train that honored the real train that had sent supplies from the United States to England in 1947. The "standard gauge" floor train was first marketed in 1933 under the "Girard Model Works" moniker.
Read the full text
Plastics
Louis Marx and Company was an early player in the plastic toy field.
After World War II Marx introduced more vehicles, taking advantage of molding techniques with various plastics. Pressed tin and steel remained in the form of Buicks, Nashes, or other semi-futuristic sedans, race cars, and trucks that didn't replicate any actual vehicles. One car was a tin Buick-like wood-bodied station wagon. These were often of various larger sizes, ranging from 10 to 20 inches long. Some vehicles were difficult to identify as Marx; one had to look for the small "X-in-O" logo, usually on the lower rear of the vehicle. Often there were no markings on the base.
More and more, however, plastic models appeared in a variety of sizes, three series of which are significant. The first series, in 1950, included inexpensive 4-inch replicas of early 1950s cars, both foreign and domestic, like Talbot, Volkswagen, Jaguar, Studebaker, Ford, Chevrolet, GMC Van and others. They were supplied as accessories for Marx' large tinplate gas station or rail station toys. These were molded of polystyrene and came with die-cast metal wheel-and-axle combinations. The second series was identical, except for updating the cars to 1954 models. The third series, released in 1959, included updated models of 1959 cars, only these were molded in polyethylene and had polyethylene wheels/axles, and were supplied with an updated 1959 gas station. The Marx 1959 gas station cars were downsized and simplified versions of AMT and Jo-Han flywheel models.
In the early 1950s, one Marx product line showed a greater sophistication in toy offerings. The "Fix All" series was introduced, whose main attraction was larger plastic vehicles (about 14 inches long) that could be taken apart and put back together with included tools and equipment. A 1953 Pontiac convertible (erroneously identified on packaging as a sedan), and a 1953 Mercury Monterey station wagon which featured an articulated drive-line. Everything from the pistons to the crankshaft to the rear axle gears were visible through clear plastic, and wood-trim decals for the sides finished off this marvelous model. A very large 1953 Chrysler convertible, a 1953 Jaguar XK120 roadster, a WWII-era Willys Jeep, a Dodge-ish utility truck, a tow truck, a tractor, a larger scale motorcycle, a helicopter, and a couple of airplanes were all part of the Fix All series. The cars' boxes boasted features like "Over 50 parts" and "For a real mechanic!" As an example, the tow truck came with cast metal box and open wrenches, an adjustable end wrench, a two-piece jack, gas can, hammer, screwdriver, and fire extinguisher. The Jeep came with a star wrench, a screw jack and working lights.
Since the 1950s, Marx had factories in different locations. Among these was a factory in Swansea, Wales, which made a variety of toys for the British market. Example of some of the plastic cars made there were Motorway Station Wagons (which looked like late 1950s U.S. Fords), a remote control 1950 Pontiac, and a Ford Zephyr wagon police car. The Marx factory was in the same industrial estate as the Corgi Toys factory.
The Marx Hudson 13" toy
In 1948, the Hudson Motor Car Company made a detailed in-house promotional model of its "step down" 4-door Commodore for exclusive use by their dealers. The model was exceptionally well done, and came in four authentic two-tone color combos, but sadly, was never available on the retail market. Some sources erroneously insist this model was made by Marx, but in fact, it was Hudson's own production effort, manufactured, produced and assembled in Hudson's main factory.
Soon after, Marx fabricated an injection mold of Hudson's more precise model and marketed this simplified version as a more inexpensive mechanized toy. It was available as a police car in grass green or a fire chief car in bright red. The clear windows of the original were replaced with a single, stamped metal piece with lithographed images of cartoonish policemen or firemen. The police version even had a shotgun protruding through the windshield. With batteries an oversize roof light lit up and the gun made a corny rat-a-tat sound.
Not one of Marx's more successful toys, their Hudson was large and unwieldy, being aimed at pre-teens. After newer, more modern American cars appeared, the Marx Hudson quickly became obsolete, resulting in an oversupply on retail toy shelves. By the mid-1960s they were still easy to find across America and one could usually be bought for about a dollar – a nice discount from the original $4.95 list price.
A well-preserved Marx police or fire chief Hudson with original box will still bring from $50 to $100 in today's market, depending on condition. An authentic Hudson promotional still brings around $2,000. Over the years, professional Hudson experts have upgraded Marx versions to look somewhat like the original promotional – these usually bring from $600 to $800.
Other autos
Marx also made Studebaker and Packard vehicles especially through the 1930s and 1940s. They often appeared with the Studebaker badge logo in a very promotional way, though evidence of Marx as a promotional provider is uncertain. One of Marx's later Studebakers was an Avanti with a dented fender that could be replaced with a 'repaired' one, which was odd, as the real Avanti had a fiberglass body – and would not dent. A 1948 Packard Fire Chief's car was one that looked, in theme, much like the step-down Hudson.
Into the 1960s and 1970s, Marx still made some cars, though increasingly these were made in Japan and Hong Kong. Especially impressive were two-foot long "Big Bruiser" tow trucks with Ford C-Series cabs and "Big Job" dump trucks, a T-bucket hot rod of the same large size and some foreign cars like a Jaguar SS100, which was later reissued. Marx made some 1/25 scale slot cars, like a Jaguar XKE remote control convertible. Into the 1970s, Marx jumped on several bandwagons, for example, plastic pull string funny cars of typical 1:25 scale model size, but this was not quick enough to save the company.
Marx sometimes joined with European toy makers, putting their name on traditional European toys. For example, about 1968, Solido and Marx made a deal to sell these French metal die cast models in the U.S. with the Marx name added to the box. The boxes were, for the most part, regular red Solido boxes with the Marx "x-in-o" logo and "by Marx" directly below the Solido script. Nowhere on the cars did the Marx name appear.
The small scale market
During the 1960s Marx offered its Elegant Models, a collection of Matchbox-like 1930s to 1950s style race cars in red and yellow boxes. Also offered were airplanes, trucks, and, in the same series, metal animals boxed in a similar style. Some of the vehicles from this era were marketed under the Linemar or Collectoy names.
In the late 1960s and early 1970s, Marx tried to compete not only with Matchbox, but with Mattel Hot Wheels, making small cars with thin axle, low-friction wheels. These were marketed, not too successfully, under a few different names. One of the most common was "Mini Marx Blazers" with "Super Speed Wheels". The cars were made in a slightly smaller scale than Hot Wheels, often 1:66 to about 1:70. Proportions of these cars were simple, but accurate, though details were somewhat lacking. Some cars, however, included such niceties as a driver behind the wheel. While some of the earlier toys had a simpler Tootsietoy style single casting, newer cars were colored in bright chrome paints with decals and fast axle wheels. Tires were plain black with thin whitewalls.
Logo and offerings
The Marx logo was the letters "MAR" in a circle with a large X through it, resembling a railroad crossing sign. As the X sometimes goes unseen, Marx toys were, and are still today, often misidentified as "Mar" toys. Reputedly, because of this name confusion, the Italian diecast toy company Martoys, after two years of production, changed its name to Bburago in 1976. Although the Marx name is now largely forgotten except by toy collectors, several of the products that the company developed remain strong icons in popular culture, including Rock'em Sock'em Robots, introduced in 1964, and its best-selling sporty Big Wheel tricycle, one of the most popular toys of the 1970s. The Big Wheel, which was introduced in 1969, is enshrined in the National Toy Hall of Fame.
Marx's toys included tinplate buildings, tin toys, toy soldiers, playsets, toy dinosaurs, mechanical toys, toy guns, action figures, dolls, dollhouses, toy cars and trucks, and HO-scale and O-scale trains. Marx also made several models of typewriters for children. Marx's less expensive toys were extremely common in dime stores, and its larger, costlier toys were staples for catalog and department store retailers such as Eaton's, Gamages, Sears, W.T. Grant, Montgomery Ward, J. C. Penney and Spiegel especially around Christmas. In pre-WWII America, it was common for Kresge's and Woolworth's to place yearly orders with Marx for at least $1 million each.
