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Britains

Britains, originally known as W. Britain, is a renowned toy manufacturing brand founded in London in 1893 by William Britain, specializing in detailed scale model figures, particularly hollow-cast lead toy soldiers that revolutionized the industry by making high-quality miniatures more affordable and accessible to a wider audience.^[1]^[2] The company's innovation of the hollow-casting process in 1893 allowed for lighter, less expensive production compared to solid-cast German competitors, enabling mass production of hand-painted figures depicting historical military uniforms and events, with early sets priced at one shilling for nine soldiers.^[1]^[2] By 1907, Britains Limited was formally incorporated, expanding its range to include farm animals and equipment starting in 1921, which became a staple of its "Home Farm" series and appealed to children's imaginative play.^[1]^[3] Throughout the 20th century, Britains adapted to market changes, acquiring the plastic figure maker Herald in 1959 and ceasing lead production in 1966 due to safety concerns, shifting focus to plastic toys before reviving premium metal figures in 1983 for collectors.^[1] Ownership transitioned multiple times, from family control to corporate acquisitions by Dobson Park in 1984, Ertl in 1997, and First Gear in 2005; the lines later diverged, with the W. Britain toy soldier brand becoming American-owned under On the Mantle, LLC in 2020, relocating operations to Chillicothe, Ohio, while the Britains farm toy line was acquired by TOMY in 2011.^[1]^[4]^[5] As of 2025, W. Britain produces high-end, hand-painted metal miniatures in 54mm scale, emphasizing historical accuracy for periods like the American Revolution and World War II, while the Britains brand under TOMY offers agricultural collectibles, maintaining the legacy as one of the world's oldest and most influential toy soldier and model brands.^[6]^[7]

History

Founding and Early Development

Britains was founded in 1893 by William Britain Jr. in London, England, as a family-run business initially producing mechanical toys before shifting to hollow-cast lead figures.^[1]^[3] William Britain Jr., the son of a brass founder, established the company following his father's earlier ventures in toy manufacturing.^[8] The business operated from premises in North London, emphasizing craftsmanship in a competitive Victorian toy market dominated by German imports.^[9] A pivotal innovation came in 1893 when William Britain Jr. developed the hollow casting method for toy soldiers, a technique that involved pouring molten lead into molds to form a thin shell, then draining the excess to create lightweight yet detailed figures.^[1]^[3] This process significantly reduced material costs and enabled mass production of affordable, high-quality 54mm scale (1:32) figures, making them accessible to a broader audience beyond elite collectors.^[9]^[10] The hollow casting innovation undercut German competitors and laid the foundation for Britains' dominance in the toy soldier industry.^[8] Early products centered on military-themed toy soldiers, particularly sets depicting the British Army during the Victorian era, such as infantry and cavalry units inspired by contemporary imperial campaigns.^[5]^[9] These figures, hand-painted with realistic uniforms and poses, quickly gained popularity for both play and display, helping to popularize collectible toy soldiers as a cultural phenomenon among children and adults.^[3] By the early 1900s, Britains had introduced sets like the Japanese Infantry (No. 134) around 1904, expanding its military repertoire while maintaining a focus on historical accuracy.^[11] In 1907, the company was formally incorporated as Britains, Ltd., transitioning from a proprietorship to a limited company with family shareholders, which facilitated operational expansion and investment in production facilities.^[5]^[8] This incorporation marked a key milestone in professionalizing the business, allowing for increased output of hollowcast figures that would underpin future growth in the toy sector.^[3]

Growth and Innovations (1893–1960s)

Following its incorporation in 1907, Britains experienced rapid growth during the interwar period, expanding operations to meet surging demand for hollowcast toy soldiers. By 1931, the company employed 450 workers at its London factory and produced 20 million models annually across a catalogue of 435 sets, marking a peak in scale and output driven by innovations in efficient hollowcasting techniques.^[8] This expansion solidified Britains' position as the leading producer of metal toy figures in the UK, with exports contributing significantly to revenue.^[3] The company diversified its product lines beyond military themes, introducing civilian figures, animals, and historical sets to appeal to a broader audience. In 1921, the Home Farm range debuted, featuring detailed farm animals and rural scenes, followed by zoo animals, garden accessories, circus performers, and motor vehicles by the 1930s, which became staples in play sets.^[3]^[5] Innovations in detailed hand-painting techniques enhanced realism, with figures showcasing accurate uniforms, facial expressions, and historical details for themed collections such as Napoleonic Wars reenactments and World War I battles, researched meticulously for authenticity.^[9] During World War II, Britains demonstrated resilience by adapting to wartime constraints, initially producing camouflage-painted toy models before fully redirecting facilities to the war effort in 1941.^[12] Post-war, the company capitalized on a boom in toy demand amid economic recovery, resuming full production of military and civilian lines. In 1959, Britains acquired Herald Miniatures, integrating plastic figure production to complement its metal offerings and prepare for evolving market preferences.^[8]

Shift to Modern Materials and Challenges (1970s–1990s)

In response to stringent UK safety regulations prohibiting the use of lead in children's toys due to its toxicity, Britains ceased production of its iconic hollowcast lead figures in 1966.^[13] This marked the end of a century-old tradition, as rising production costs further exacerbated the shift away from the material. By the early 1970s, the company had fully transitioned to plastic for its core product lines, leveraging earlier acquisitions like Herald Plastics to bolster its capabilities in molding durable, non-toxic alternatives.^[1] To maintain appeal among collectors and young enthusiasts, Britains launched its Deetail range in 1973, consisting of highly detailed 54mm-scale plastic soldiers enhanced with hand-painted accents and sturdy metal bases.^[13] These figures, produced initially in England, offered intricate sculpting that rivaled the finesse of lead predecessors while complying with safety standards, quickly becoming a staple in the 1970s and 1980s toy market.^[14] That same year, Britains introduced its New Metal line of die-cast vehicles and models, crafted from a lead-free alloy to expand beyond military figures into machinery and civilian subjects.^[13] Targeted initially at the British souvenir trade, this range included detailed representations of tractors and construction equipment, signaling a strategic pivot toward diversified, durable playthings that could withstand rough handling.^[1] The 1970s and 1980s brought significant economic pressures for Britains, including intense competition from low-cost imports flooding the UK market, which eroded profit margins on traditional toys.^[15] These challenges culminated in the 1984 sale of the family-owned firm to Dobson Park Industries, a conglomerate that restructured operations and established Britains Petite as a subsidiary to focus on scaled-down, affordable product lines.^[5] Amid these transitions, Britains pursued diversification through expanded farm equipment models, such as the 1970 JCB Excavator—a pioneering blend of die-cast and plastic components—and the award-winning 1978 Massey Ferguson 760 Combine harvester.^[16] To bolster market share, the company also introduced limited-edition collector series in the 1980s and 1990s, including the 1993 centenary Ford 5610 tractor, which appealed to nostalgic adults and helped sustain the brand's legacy.^[5]

Ownership Transitions and 21st-Century Evolution

In 1997, the Britains brand was acquired by the Ertl Company, a major U.S.-based manufacturer of die-cast toys, which sought to leverage Britains' established lines for expansion into collectible markets.^[5]^[8] This purchase allowed Ertl to integrate Britains' agricultural and military models into its portfolio, emphasizing high-quality die-cast production.^[1] Two years later, in 1999, Ertl itself was acquired by Racing Champions, further aligning Britains with a focus on premium die-cast collectibles and broadening its distribution through Racing Champions' automotive and hobbyist networks.^[8] The ownership evolved again in 2010 when Learning Curve UK, a subsidiary of Racing Champions (by then rebranded as RC2), assumed control of the Britains and Ertl agricultural lines, marking a shift toward educational and branded toy integration.^[16]^[17] In 2011, these assets transferred to Tomy International, a global toy conglomerate, which incorporated Britains into its expansive portfolio of licensed and classic toy brands, enhancing international reach while preserving heritage lines.^[16] A significant restructuring occurred in 2020 with the separation of the W. Britain brand—focused on premium metal toy soldiers—from Tomy, as it was sold to On The Mantle, LLC, a Chillicothe, Ohio-based company owned by collectors and enthusiasts.^[4]^[18] On The Mantle retained existing staff and relocated operations to Ohio, prioritizing authenticity and quality in military miniatures production. In 2022, W. Britain expanded its Ohio operations with over $226,000 investment to add local manufacturing capabilities.^[4] Throughout the 21st century, Britains faced challenges from the rise of digital media and interactive entertainment, which competed with traditional physical toys for children's attention in a market increasingly dominated by screens.^[19] Revival efforts included the 2021 centennial celebration of Britains Farm toys, featuring limited-edition re-releases like the Fordson Major tractor to honor the brand's 1921 origins and reconnect with collectors and families.^[20]^[21] To maintain cost efficiency amid these pressures, production shifted primarily to Asia, particularly China, during the Ertl era and continued under subsequent owners for the farm toys line, while design and quality control retained ties to the UK heritage. For W. Britain, manufacturing has been established in Ohio as of 2022.^[22]^[1]

Products and Brands

Toy Soldiers and Military Figures

Britains' core product line consists of 54mm scale (1:32) military figures, primarily hollowcast lead and later plastic models depicting soldiers from ancient civilizations to modern conflicts, emphasizing historical accuracy in uniforms, equipment, and dynamic poses.^[1]^[23] Introduced in 1893, these hollowcast figures were produced by pouring molten lead into two-part molds, creating lightweight yet detailed representations of infantry, cavalry, and artillery across eras such as the Napoleonic Wars and colonial campaigns.^[1]^[9] Iconic sets include British Redcoats in marching and firing poses, American Civil War Union and Confederate troops with period-accurate kepis and frock coats, and World War II infantry featuring Allied and Axis soldiers in combat stances like advancing with rifles or manning machine guns.^[1] These sets were sold in thematic boxed collections, often with 8–10 figures per box, allowing children and collectors to recreate battles with a focus on proportional scaling and realistic group formations.^[1] Production halted for lead hollowcasts in 1967 due to safety regulations, shifting emphasis to safer materials while maintaining the 54mm scale for compatibility.^[24] In the 1970s, Britains evolved to plastic Deetail figures, introduced around 1971, which combined injection-molded polyvinyl chloride bodies with hand-applied enamel details for enhanced realism targeted at collectors.^[25] These fixed-pose models, such as detailed WWII paratroopers or Napoleonic guards, featured textured bases and subtle shading on uniforms, bridging toy play with adult hobbyist appeal through meticulous hand-finishing.^[25] Concurrently, the Swoppets line from 1958 utilized multi-part molding to produce articulated figures with interchangeable heads, torsos, and limbs, enabling customizable poses for sets like medieval knights or Roman legionaries.^[26] Under the W. Britain sub-brand, relaunched for premium metal figures in 1983 and refined post-2020, production shifted to die-cast zinc alloy with hand-painted finishes, offering limited-edition dioramas such as trench scenes or battlefield vignettes in scales including 54mm.^[1] These high-end pieces, often exclusive to the Collectors Club established in 1993, include custom painting options for personalized historical reenactments, with thematic sets like the American Revolution series featuring over 100 unique figures.^[1] This evolution underscores Britains' commitment to archival accuracy, sourced from military historians, while adapting techniques like multi-slide molds for complex articulated cavalry poses in modern releases.^[1]

Farm and Agricultural Models

The Britains farm and agricultural models were first introduced in 1921 as the Model Home Farm series, marking a shift toward peaceful, rural-themed toys in the aftermath of World War I. This line featured hollowcast lead animals, figures, and accessories in 1/32 scale, including the inaugural '4F' Tumbrel Cart and early livestock such as horses and cows, designed to enable realistic farm simulations through role-playing scenarios.^[5]^[27]^[28] Key early models included the 1923 hollowcast Shire horses (catalogue no. 505) and cows (no. 508), which captured detailed anatomical features and were painted in realistic colors to enhance authenticity. By 1948, Britains expanded the range with its first die-cast tractor, the 127F/128F Fordson Major, complete with optional metal or rubber wheels, reflecting post-war mechanization trends in agriculture. The series evolved in the mid-20th century, acquired Herald in 1959, transitioning animal figures to durable plastic, while retaining die-cast for vehicles; further innovations in the 1970s, such as the 1973 introduction of New Metal die-cast alloys, improved the robustness of tractors and implements like plows.^[28]^[5]^[29] These models held strong educational appeal, encouraging children to engage in imaginative role-playing by assembling complete farm ecosystems with farmers, plows, livestock, and barns, fostering understanding of rural life and animal care from age three onward. Sets like the bestselling 1970 Model Farmyard (no. 4711) integrated these elements for interactive play, promoting skills in coordination and storytelling.^[5]^[16]^[30] In 2021, under TOMY ownership, Britains marked the centennial of its farm line with special product releases, including reissues of vintage pieces like the Fordson Major tractor to honor historical milestones.^[21]^[31] The collectible value of Britains farm models stems from their enduring quality and thematic consistency, with annual farm sets—such as limited-edition farmyard collections—appealing to enthusiasts for their detailed craftsmanship. These pieces maintain compatibility with other 1/32-scale farm toys from brands like Siku, allowing seamless expansion of collections.^[5]^[32]^[33]

Vehicles and Civilian Models

Britains expanded its product line beyond military and agricultural themes in the early 20th century, introducing hollow-cast metal vehicles such as cars, trucks, and buses in the 1920s to complement civilian playsets. These models emphasized everyday transportation, with examples including saloon cars and delivery vans designed for imaginative play alongside figures. By the 1930s, the company had refined its casting techniques to produce more detailed vehicles, often in larger scales suitable for tabletop scenarios, though true die-cast production emerged later in the post-war era.^[34] In 1950, Britains launched the Lilliput Vehicle Series in 1:76 scale (OO gauge), targeting model railway enthusiasts and civilian transport themes. This line featured die-cast zinc alloy models of passenger cars, commercial trucks, and horse-drawn carts like milk floats, with expansions in 1956 adding more variations in colors and designs. The series, produced in collaboration with W. Horton Toys, prioritized affordability and compatibility with model layouts, discontinuing in 1960 due to material regulations shifting toward plastics. Concurrently, Britains developed 1:43 scale models for broader appeal, allowing collectors to build urban scenes with realistic proportions.^[34] Civilian figures, introduced from the 1920s, depicted workers, sportsmen, and holidaymakers to populate these vehicle sets. Workers included zoo keepers and circus performers, while sportsmen encompassed football players and jockeys in racing colors; holiday sets featured Boy Scouts, Girl Guides, and Salvation Army members, often bundled with vehicles like touring cars for complete playsets. These non-military figures, cast in lead alloy and hand-painted, reflected inter-war British social life and were exported widely, particularly to the U.S. market.^[35] The 1973 New Metal series marked a revival in detailed die-cast production, incorporating zamak alloy for vehicles with enhanced features like opening engines, rubber wheels, and removable accessories. Construction vehicles such as dump trucks and excavators, along with emergency models like ambulances and fire engines, showcased intricate mechanics for interactive play. This innovation addressed consumer demand for durable, realistic toys amid the shift from lead, maintaining compatibility with existing figure lines.^[36] Thematic expansions included airport models with passenger planes, baggage carts, and ground crew figures, as well as railway accessories like station wagons and signalmen, designed to integrate with civilian playsets for expanded scenarios. These lines, produced in the mid-20th century, emphasized modular play, allowing users to create transport hubs alongside everyday figures.^[35] Under Tomy ownership since 2011, Britains has focused on licensed replicas of real-world civilian vehicles, including Land Rover Defenders for off-road themes and JCB construction dumpers with authentic branding. These modern 1:32 scale die-cast models retain high detail, such as functional tipping beds and licensed liveries, appealing to both children and collectors while avoiding purely agricultural subjects.^[37]

Legacy and Current Status

Collectibility and Cultural Impact

The collectibility of Britains products surged in the post-World War II era, particularly from the 1950s onward, as production of metal hollowcast figures resumed and was increasingly marketed toward adult enthusiasts as "connoisseur figures." Vintage hollowcast figures from this period and earlier became highly sought after for their rarity, pristine condition, and historical authenticity, with complete boxed sets commanding premium prices—such as £1,000 to £8,000 for sets of nine figures, and up to £25,000 for a 1930s British Army display case containing 275 soldiers.^[2] Rare early examples, like the 1893 "Soldiers that Shoot" set, have fetched £492 at auction, while plug-shouldered variants of sets such as the 21st Lancers No. 94 can reach £3,000 based on condition and scarcity.^[2] Britains figures played a significant cultural role in children's play, fostering imagination through wargaming and providing informal historical education via detailed representations of military uniforms and events. H.G. Wells's 1913 book Little Wars popularized the use of toy soldiers like those from Britains for tabletop battles, promoting strategic play that simulated real conflicts and influenced generations of hobbyists by blending recreation with lessons in tactics and history.^[38] This enduring appeal extended to inspiring military modeling as a means of learning about past campaigns, with Britains' accurate depictions drawing from sources like period illustrations to educate young players on regimental details.^[9] Dedicated collector communities have preserved Britains legacy through clubs and auctions, including the British Model Soldier Society (BMSS), the longest-established association for enthusiasts, which hosts annual shows, member auctions, and exhibitions focused on figures like hollowcasts.^[39] Notable auction records highlight their value, such as a scarce Boer War Army Service Supply Column set selling for $22,800 in 2015, and a rare 1897 set achieving $15,600 in 2017, underscoring the market's emphasis on provenance and completeness.^[40]^[41] The William Britain Toy Soldier Collectors Club further supports preservation by offering exclusive figures and resources to members worldwide.^[42] Britains pioneered industry standards in toy soldier production, introducing hollowcasting in 1893 to enable cost-effective, detailed lead figures that set a benchmark for realism and uniformity.^[43] Their consistent 1:32 scale (54 mm) ensured proportional accuracy across infantry, cavalry, and horses, a practice that became the norm and was adopted by competitors for compatible collections.^[3] This emphasis on researched authenticity—drawing from extensive references like artifacts and illustrations—influenced the shift toward high-fidelity modeling, elevating the entire sector from simple playthings to collectible art forms.^[43] In modern times, collectibility has expanded to include Deetail plastic figures from the 1970s–1980s and contemporary W. Britain metal pieces, traded actively on online marketplaces like eBay, where lots of vintage Deetail U.S. 7th Cavalry figures routinely sell for $50 or more.^[44] Enthusiasts gather at conventions such as the Chicago Toy Soldier Show, Gettysburg Toy Soldier Show, and BMSS annual events, where Britains items are prominently featured for trading and display, sustaining a vibrant global community.^[45]^[46]^[39]

Modern Operations and Licensing

Since 2011, the Britains brand has been owned and operated by TOMY, focusing on agricultural and construction-themed toy models that emphasize play value and collectibility.^[5] In parallel, the W. Britain sub-brand, specializing in high-end metal toy soldiers and military figures, has been independently managed by On The Mantle, LLC (doing business as W. Britain Toys) since May 2020, with operations relocated to Chillicothe, Ohio, where the company retained its staff and expanded local manufacturing capabilities.^[4] This structure allows W. Britain to prioritize premium, hand-painted metal-cast figures researched for historical accuracy, while TOMY oversees broader production of plastic and die-cast farm and vehicle models.^[6]^[7] Britains products are distributed globally through major online retailers such as Amazon and a network of specialty toy and hobby stores, including outlets like Ernest Doe and Jadlam Toys & Models in the UK.^[47]^[48]^[49] Manufacturing for the core Britains farm and vehicle lines occurs primarily in China to maintain cost efficiency and scale, utilizing advanced techniques for consistency in 1:32 scale models.^[22] In contrast, W. Britain has shifted some production to its Ohio facility to support domestic operations and mitigate supply chain disruptions.^[4] Licensing partnerships play a key role in enhancing product authenticity and appeal, particularly for themed sets. For Britains farm toys, TOMY collaborates with agricultural brands like JCB, New Holland, and Valtra to produce officially licensed replicas, such as the JCB Union Jack Backhoe 75th Anniversary edition.^[7] W. Britain partners with historical and collector organizations, exemplified by exclusive sets created for the Ontario Model Soldier Society, ensuring accurate representations of military history in limited-edition figures.^[50] Looking ahead, both brands emphasize e-commerce expansion through dedicated online stores and digital catalogs, aligning with the UK toy market's projected growth in online sales at a CAGR of over 4% through 2032.^[51]^[52]^[53] W. Britain continues to release new figure lines, such as upcoming Civil War and Napoleonic sets, while Britains plans 2025 farm toy introductions like telehandlers and tractor accessories to sustain collector interest.^[54]^[55] These efforts position the brands to capitalize on rising demand for interactive and heritage-inspired toys in a digital-first marketplace.

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https://www.wbritain.com/product-store/upcoming-releases
[55]
UK Toy Market Size, Share, Growth and Forecast 2032
The UK toy market is driven by evolving consumer preferences, technological advancements, and increasing disposable income.
[56]
Upcoming Releases | W Britain
30-day returnsThe upcoming release section shows our new figures that have been released for pre-order, but are not yet available for sale.
[57]
Britains Farm Toys 2025 Releases
Feb 6, 2025 · Discover the latest Britains farm toys releases for 2025! From a new telehandler to a tractor link box, find & shop the latest at Farm Toys ...