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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 rather rare and not the easiest to find except on ebay or other bidding sites or by chance at flea markets or antique malls.

History

Mercury started as a parts diecaster in the 1930s in Turin, Italy.

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. The tiny Autobianchi Bianchina was notable, as was the 1957 Alfa Giuletta, or the Porsche 908 Nurburgring.

Models earlier in the 1960s, did not have interiors. Later models were as detailed and as exact as Politoys or Mebetoys which were Mercury's main competition, at least in the Italian market. Often, all doors, hoods, and trunks would open and other moving features insured the cars would not last long in the hands of younger children. Models like the Alfa Romeo Giulia Canguro Bertone had entire doghouses and engine compartments that opened in the appropriate directions.

No. of models. At least 33.

Models often had interesting choices of livery and racing detail. For example, the Ferrari 330P Monza open cockpit race car was offered in several colors including a Silverstone green with British flags,but also in yellow and the standard prancing horse red. The Ital Design Manta was another model not often seen in miniature. Sometimes doors and hoods did not match well to bodies, like on the Alfa Carabo Bertone's gull-wing doors, or the body shape of the Mercedes C-111 rotary, but the attempt was honorable and often the features were distinct compared to those seen in Politoys or Mebetoys. The Alfa Romeo Montreal Bertone was cast nicely, but perhaps not as well as the Politoys M version while the Spanish Pilen C-111 was done with better proportions than the Mercury.

Besides more exotic Ferraris, Maseratis and Alfas, the more humble fare of Fiat 600s, 1100 sedans, 850 standard and Bertone, 128 coupes and sedans, and 124 sedans, Alfettas and Lancia sedans were also offered.

Some of the newer models seemed to be attempts (if rather feeble) to compete with the snazzier Hot Wheels. The well-done Fiat Balilla roadster, for example was later hot-rodded with V-8 engine, brash exhaust pipes and a roll bar cage.

The Chaparral 2F

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 square 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 separate intakes while it is a single intake on each side of the model. The front grill on the Mercury is just an elongated rectangle while the real car's was oval-ish.

The Speedy Series

Mercury's smaller 'Matchbox' sized cars were the Speedy series. The Ford GT40 race car was popular offering.

Motorcycles

Another series, similar to Politoys offerings, was the 1:24 scale series of motorcycles. One offered was the 1971 Kawasaki 750 Mach IV.

Marketing and packaging

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

Most boxes, up to the 1970s anyway, portrayed nicely done artwork, which is often more expensive for the companies. Early boxes were commonly blue with simple artwork showing the car only. Later boxes were often red with model details on the red sides and then painted art scenes with the car on alternate panels. Some boxes were light blue, some a darker blue. Into the 1970s later boxes were red with windows. These no longer had illustrations.

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