02 Oct 2007 :: Toltoys (NZ) Ltd, Part 2

The gamut of Toltoys-branded Star Wars merchandise included action figures, vehicles and playsets, board games, electronic games, plush characters, Star Wars Play-Doh, jigsaw puzzles, the Give-a-Show projector, an electronic toothbrush, colour-by-numbers and poster art sets. The photographs on this, and the previous, page (click on the thumbnails) will testify to the diversity of the product range.

Toltoys role in bringing such toys and collectibles into NZ was a mix of marketing and manufacturing; the origin and branding of their licensed wares falls across an array of inconsistent categories. We see, for instance, NZ manufactured product bearing the Toltoys logo (e.g., the cardboard Death Star); NZ manufactured product bearing other logos, with small-print reference to Toltoys (e.g., MPC X-wing kitset); Australian branded/manufactured Toltoys product, sold in New Zealand (e.g., 12-back figures, made in Taiwan for Toltoys Pty Ltd); and internationally manufactured product over-printed with New Zealand details (e.g., the very rare 'Empire Strikes Back' 48-back figures, which were made in Hong Kong); all mixed in with Kenner (or other) branded/manufactured vendibles. When a New Zealand (or Australian) specific logo is evident, we often see that this is merely a modification of the master copy to place the Toltoys branding over that of Kenner: consider the Landspeeder packaging, where closer inspection shows the remnants of the Kenner name and details, in the form of colour mismatched masks.

One interesting reversal of the importing trend were the 'Return of the Jedi' Jigsaw puzzles sold under the Creative Crafts brand (1983-1984). A number of boxed puzzles, and a set of 4 flat, 15-piece puzzles appear unremarkable at first, without obvious reference to Toltoys. The small-print on each of these items, however, shows us that not only did they fall under the broader Toltoys (NZ) Ltd umbrella, but these New Zealand-made products seem to have had a place reserved for them in the market across the Tasman, via General Mills Creative Products Ltd (Australia).

One way or the other, either overtly, or more subtly, the well-known Australasian brand of Toltoys has been key in bringing a lot of early Star Wars product in to our part of the world. And, the uniqueness of the Toltoys logo, particularly action figures and vehicles, adds an extra element of interest and value to these collectibles. If you have any such Toltoys items and would like to share photos, please contact me.

Previous page: Toltoys NZ Ltd, Part 1
Related article: New Zealand Toltoys Death Star
Related article: Deluxe Tour of the Death Star
Related article: Vintage 'Empire Strikes Back' cardback

Matt G
(with thanks to Nick T)