“We pleased to present”, no my typing hasn’t slipped up! My title comes from the cover blurb of the Aoshin Co, “Toy Brochure ’69”, upon which they happily say loudly “WE PROUD TO PRESENT YOU OUR EXCLUSIVE LINE FOR 1969″! Such wonderful misprints as this, which are well known for appearing on the boxes of Japanese tin toys, also seem to have snuck their method into the marketing material too.
Japanese tinplate toys. They’re the Everest of tin toy manufacture. These tin toys even had the power to assist reconstruct the entire Japanese economy after the Second World War.
One of the significant techniques of promotion by Japanese business was the time-honored catalogue, a shiny all-colour guide to next year’s toy item. Frequently printed on high quality paper, they are a great reference guide to when a certain toy was made, what type of toys a particular company was liable for, and even more wonderful … they are a desire book like no other! Toy Brochure” for 1969 … the battery-operated Remote-control Siren Patrol Car looks good.
Sadly, many of the companies of Japan’s tinplate heyday are no longer with us. But some of the best Vtech Dinos Products have been unleashed on the public with great results. Thanks to those hard-working folks in the promotion departments throughout the Golden Age of Japanese tin toys, we have a wonderful photographic testament, an extraordinary archive of youth artworks, some exhibitions from which are now lost forever.
HORIKAWA TOY CO., also understood by their hallmark alias “SH”, is most famous for their apparently limitless variety of square box robots with angular prismic heads. FIRE ROBOTIC is the ideal human servant, the kind of robot that authors Isaac Asimov dreamed of with his “3 Laws of Robotics”. No way!!! Also, FIRE ROBOTIC is the only HORIKAWA of the ‘square box’ design that I have actually ever seen to have a different remote control box.
One last bit of trivia about these 2 … they both look like upcoming new item in the “HORIKAWA TOY ’71” brochure. Yes, that’s right, 1971! Frequently ascribed by collectors and dealers alike to the 1960’s and even the 1950’s, it is interesting to discover that some Japanese companies were producing high quality tinplate toys for the mass world market as late as the first years of the 1970’s. Our pair were “NEW!” for 1971, numerous of HORIKAWA’S other robotics were manufactured for rather a long period.
The ATTACKING MARTIAN robot, one of HORIKAWA’S better-known items, made its debut in the early 1960’s and was readily available in its all-tinplate type until at least 1971, as it also pops up in the catalogue for that year. It was revamped and re-released in the mid-1970’s in a smaller, primarily plastic and less preferable format.