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AC Gilbert - History
Born in 1884, Alfred Carlton Gilbert entered Yale University Medical School at age 20 and helped support himself by performing magic shows. In 1908, Gilbert established the Mysto Magic Company with John Petrie, a machinist who had a mutual interest in magic and manufactured magic props. By 1909, they were manufacturing boxed sets of magic equipment for the wholesale trade. Gilbert took care of sales and promotion, while Petrie produced the magic sets. In 1911, Gilbert bought out Petrie and changed the direction of the company, turning his sights toward engineering and construction toys. His new Erector Sets were the first-ever American construction toys equipped with moving parts and motors.
Erector Sets at the Toy Fair 1913
Introduced at the toy fairs of 1913, Erector Sets becamc an instant success, thanks in part to Gilbert's marketing savvy. He immediately initiated a media blitz with a series of ads in local and national magazines.
The success of the new line was also due to the public's interest in construction during a major building boom in America. Originally priced from $1.00 to $525.00, Gilbert's new line of toys was awarded a gold medal at the Panama Pacific Exposition in 1915 and went on to sell more than 30 million units over the next 40 years.
A.C. Gilbert Company
In 1916, Gilbert's company underwent major changes: It was renamed the A. C. Gilbert Company and moved to a five-block complex in New Haven, Connecticut. New products were also launched, including a line of pressed-steel cars and trucks and a line of educational scientific toys.
In that same year, Gilbert became the first president of the Toy Manufacturers of America, an organization set up by him to further the interests of American toy manufacturers after the embargo on German products was lifted following the war.
By 1938, Gilbert had taken over the American Flyer Corporation, relocating the entire operation from Chicago to New Haven. He redesigned the look and packaging of the trains, but retained the American Flyer name. Gilbert's magic helped revive sales, and American Flyer once again competed with Lionel Trains, the market leader at the time.
