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Mercury was a brand of diecast toy cars manufactured in Italy from the late 1960s through the 1970s. Most were made in 1:43 scale. Today Mercury models are rare and not easy to find.

History

The earliest Fun Ho! race cars made in the late 1930s were mostly generic midget, sprint, and salt flat cars of simple casting with two axles, and four rubber wheels (sometimes the rubber was white). The first cars were made out of lead (Jordan 2015). Most of the cars had a driver that was part of the casting. Only a couple, like the Cooper and Mercedes Streamliner were replicas of real cars (Fun Ho! 2015).

Model Selections

Italian sedans and sports cars were often the subject of Mercury and most were in 1:43 scale. Similar to Politoys M series Ferraris, Alfa Romeos, FIATs and Maseratis were common offerings. Still, cars from other countries were seen, like the Chevrolet powered Chaparral Prototipo 2F.

Models were detailed and as exact as Politoys or Mebetoys which were their main competition in the Italian market. Often, most doors, hoods, and trunks would open and other moving features insured the cars would not last long in the hands of younger children.

Number of models.

Models often had interesting choices of livery and racing detail. For example, the Ferrari Berlinetta 250 open cockpit was offered in a Silverstone green with British flags,and not a standard prancing horse red.

An up close examination of the Chaparral 2F (Mercury "articolo" # 30), produced about 1970, is a good example of the company's ingenuity. The rear wing (which along with its struts was diecast metal) moved up and down and also tilted. The gull-wing doors were molded in clear plastic with lower portions painted white like the body. Rear mesh covering the engine and lined vents added realism. Sometimes Mercury models went above and beyond the norm. On the Chaparral, this was seen in minutae lilke tiny dual diecast metal gas caps which opened. Decals were fairly precise and historically accurate including sponsorship by Shell and toy model manufacturer Cox - labeled on the sides. The steering wheel was a couple of sizes too big, but other features made up for that. The front headlight were cast not in clear plastic, but in a yellowish tint. The exhaust tips exited the rear molded into a separate metal plate - the tips were also machined to look hollow. Also, Chaparral creator Jim Hall was from Texas and the Mercury version has yellow Texas plates.

Having stated many positives, this model, produced about 1970, was not perfect in proportion. The rear quarters look a bit too thick and heavy and the gentle curve of the doors up to the engine lid vents is lost on this model. Also, those vents on the real car are molded to look like two intakes while it is a single intake on each side of the car.

Marketing and packaging

Company logo was Mercury in a rectangle with a gear behind the company name.

Boxes show nicely done artwork, which is often more expensive for the companies. The first boxes were often red with model details on the red sides and then painted car on alternate panels.

References

• Daw, David. 2014. Streamlux page. Toyzine.com website. [1]
• Fun Ho! Toys. 2015. Company and museum website. [2]
• Johnson, Dana. 1998. Collector's Guide to Diecast Toys & Scale Models. Padukah, Kentucky: Collector Books, a Division of Schroeder Publishing. ISBN 1-57432-041-6
• Jordan, Richard. 2015. Fun Ho! History. From the Fun Ho! Toys Museum website. [3]
• Midget Scale Model Series. No date. Leaflet single page Fun Ho! catalog with 46 models. Inglewood, New Zealand: Underwood Engineering.
• Ragan, Mac. 2000. Diecast Cars of the 1960s. Osceola, Wisconsin: MBI Publishing. ISBN 0-7603-0719-9

Category:Die-cast toys Category:1:43 scale models Category:Toy companies of Italy