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Majorette toys history
Founded in 1961 by Emile Véron, Majorette became the first French manufacturer of miniature cars. Since then, the company has produced a significant number of licensed vehicles, focusing especially in everyday cars, and French models in particular.
Besides their important domestic presence, through large commercial channels, Majorette relies also in sales to foreign markets. In 1982 Majorette USA was established in Miami, Florida, creating a niche that still remains.
Over the years, Majorette has changed to adapt, with mixed results.
By the 1970s, they had established a reputation of making detailed, heavy cars of good quality, and incorporating features like opening doors and hoods, translucent plastic parts, and a characteristic suspension system.
Towards the 1980s, as a marketing strategy, the design was geared to emphasize the toy appeal of the cars. This included brighter paints, large tampos and slightly exaggerated bodies. However, this was well executed, and even if the cars lost some realism, they gained a particular, attractive styling.
The next decade brought financial troubles, which had a tremendous impact in the quality of the miniatures. After bankruptcy and a takeover, production was relocated to Thailand. But not only did the cars lose the proud 'Made in France' at their base; actually, the shiny metal base itself was missing from new models, replaced by ordinary black plastic, a solution previously deemed proper for lesser brands. The loss was not only visual or tactile: the Majorettes lost their characteristic weight, which gave them consistence and body.
Fortunately, the rest of the old Majorettes are still there. Entering the 2000s, new batches of good castings have been introduced, as well as a new image facelift that included a modified logo, and a toning down of the aesthetics of the '80s and '90s, in touch with the automobile industry's trend of using deep, metallic paints. Despite some occasional poor paint choices, and an intriguing fixation with the silver grey, the style change has been successful.
