History

     The company was founded in 1961 by Emile Véron, of the family that also created Norev (the Véron family name spelled backwards)(Richardson 1999, p. 156). Initially, model railways and accessories were made and the firm was known as Rail-Route. By 1964, the first cars came to market, and in 1967, the name was changed to Majorette.

     Majorette became the main French manufacturer of Matchbox-sized miniature vehicles (scale variously pegged to 3 inches long). The company soon became the largest French toy car manufacturer. The main competition was Matchbox of Hackney, London, but also German Siku and later, conceptually, Japanese Tomica. Though French cars like Peugeot and Renault were emphasized, other licensed marques included European brands, and North American vehicles from General Motors, Ford, and Chrysler. Japanese Nissan and Toyota are also represented (Ragan 2000, p. 37).

     At the end of 1980, Majorette purchased revered diecast producer Solido. About this same time, the Portuguese company Novacar was also purchased and Majorette production commenced in Portugal. Besides their important domestic presence, Majorette relies heavily on commercial sales to foreign markets. In 1982, Majorette USA was established in Miami, Florida, but that extension was relatively short-lived as Majorettes were not heavily retailed in the U.S. through the 1990s and 2000s. Majorette was purchased by Smoby in 2003. In 2008, there was talk that Majorette, then called Smoby-Majorette, was to be divorced from Smoby and sold to MI29, a French investment fund which owns Bigben Interactive for €3,900,000. This venture was abandoned in 2009 when Majorette found itself insolvent again, and through a tribunal at the commercial court of Paris, a sale was granted to Simba-Dickie, who bought Smoby. Majorette and Solido today remain a part of the Simba-Dickie group, which is more commonly called Dickie Toys.

     Majorette is a French toy manufacturer which mostly produces small die-cast cars and other construction and military vehicles, particularly in 1:64 scale. This is a normal 2.5 to 3 inch size, thus Majorette has sometimes been called the Matchbox Toys of France. Traditionally, production was centered in the urban area of Lyon, but models are now made in Thailand.

The Majorette History

1961    
Emil Véron founds Rail-Route, initially producing model railways.
   
1964    
The first Majorette cars come on the market, and in 1967 the firm changes its name from Rail-Route to Majorette. Soon it has the largest turnover of any French model car manufacturer. Production initially takes place in France, and later also in Portugal.
   
1976    
First TV ads for Majorette diecast cars.

1980    
Majorette takes over SOLIDO, a famous French manufacturer of collectible models. In the 1980s Majorette moves into this lucrative business by producing commercial models.

1987    
Production moves to Thailand. The factory in the Nava Nakorn Industrial Promotion Zone, in Pathum Thani Province, has grown from its original 1,000 square meters to 13,000 square meters and now employs 650 people.

1990    
The 1990s see the first cars with light and sound functions, and the first garages, added to the Majorette list.

1992    
The firm is forced into insolvency and is taken over by Idéal Loisirs in 1993. In 1996 this firm is acquired by Triumph-Adler.

2000    
The new millennium ushers in an increased range including toy road systems, radio-controlled vehicles and much more.

2003    
Majorette and SOLIDO join the Smoby group, which gives them the joint name Smoby Majorette. However, in 2007 Smoby itself becomes insolvent.

2008    
Majorette is acquired by French investor MI 29.

2010    
The Majorette brand becomes part of the SIMBA DICKIE GROUP.