Bburago

Bburago is an Italian brand and former manufacturing company of toys and die-cast scale model cars. The company was based in Burago di Molgora, where all products were made from 1974 to 2005. At its most popular, Bburago's main competitors were Politoys and Maisto, the latter of which was to become dominant in the 1:18 market segment around 2000.

In 2006, Hong Kong-based May Cheong Group (owner of the Maisto and Polistil brands) acquired rights to the "Bburago" brand, taking over the production and commercialization of its die-cast model vehicles, which are made in China.

Martoys

The company was founded as "Martoys" by the Besana brothers, Ugo, Martino, and Mario, who sold their first well-known brand Mebetoys to Mattel. For this brand new line, only models in 1:24 scale were produced. In 1976, after only two years, the Besanas renamed the brand "Bburago" (with two 'B's at the beginning of the name). It is said that the change came because of possible confusion with the classic toy maker Marx Toys, where the 'X' in the logo was often not noticed, thus Marx sometimes being referred to as 'Mar Toys'.

Models

According to the 1975 catalog, there were only nine basic models in the Martoys line-up, though most of these were offered in at least a couple of versions. These models were: Renault Alpine (and Alpine rally), Porsche 911 (S, Carrera RS, and "Polizei"), FIAT 127 (plain, "vigili urbani", and rally), Lancia Stratos (Marlboro or Alitalia), Range Rover (plain and airport fire), Renault 5, BMW 3.0 CS, Lancia Beta, and Audi 80GT. While Mebetoys had been 1:43 scale, Martoys, however, focused on larger toys in 1:24 and 1:18 scales.

In that catalog, the Audi, BMW, Lancia Beta, Renault 5 and Range Rover were portrayed with photographs of real vehicles, not the models, so there is some doubt about whether all the proposed line was produced as Martoys, or if some were as yet under development - to be later introduced after the name change to Bburago. A FIAT 131 (plain and Carabinieri) was also apparently produced, but it was not shown in the 1975 catalog. A newsletter/flyer from David Sinclair, perhaps the earliest importer of Martoys to the United States, reported all of the above were available except the Lancia Beta (listed as available later) and the FIAT 131 (not listed at all). The 131 appears to have been the last model to reach production under the Martoys label.

Detail and rendering

Models were attractive and well-done but this was when larger scales were just becoming (along with Polistil) popular as toys for easier rendering of details - yet before collector and consumer demand for near-perfect rendition occurred through the 1990s. So, some of the Martoys lines simply did not look right. The frames on the opening doors of the FIAT 127 were thick, unrefined and appeared toy-like. The BMW 3.0 CS simply could not capture the delicate fender curves of the real car and grille proportions were squarish. The subtle lines that defined the beauty of the real machine that Alexander Calder went on to decorate were lost on the Martoys model.

The Porsche 911 had a big amount of details, both in engine, body, lights and script and logo detail. With a little bit of trim paint, the model was stunning. Nevertheless, the Porsche's roof line and rear quarters do not appear perfectly captured.

Packaging

Martoys boxes had two different card-box designs. The older one featured accentuated rounded graphic letters popular in the 1970s. The lettering was overlapped and staggered on top of itself four times, starting with a dark purple blue in the background and fading to lighter and lighter green on top, the 'O' in Martoys formed a three-ring red bulls eye that looked like the Target store symbol. The design was colorful and not subtle –it was more toy-like than collector-like.

The boxes featured a picture of the ''model'' and not usually the real car (in contrast to fellow Italian manufacturer Polistil's S series which had actual photos of the real automobile). Later, all models had a white box with less flamboyant graphics. As with Polistil's S-series, box designs did not have the transparent plastic window to see the real model inside that became the standard for all larger-scale toys later on. Printed on the bottom panel of the box were specifications of the real car, and if you were lucky the catalog came inside.

Later history

A couple of years after Mebetoys was sold to Mattel, the Besana brothers made plans to form the new company. Martoys, however, never had the chance to develop a firm image for itself. When the name was changed, none of the graphics or signage was kept. All was abandoned for the new Bburago look. Bburago's trek, even under an onslaught of larger-scale toys and collectibles has lasted since 1976, though it was finally acquired by the Asian company Maisto in 2008. A perusal of the company history and vision on the official Bburago website says nothing about Martoys, though one could say Martoys was in many ways responsible for the big trend in larger scale diecast that was to become the rage in the 1980s and 1990s.

The Gran Toros website reports that Martino Besana died around 1993. As of 2008, Mario was suffering from cancer, but Ugo was in good health. Ugo (now in his 80s) and his wife had founded Vivien Company making toy irons and ironing boards - products similar to those made in the early days of Mebetoys.

Bburago

Early models

One of the earliest Bburago lines was a series of 1:43 scale Fiat trucks, but these seem to have disappeared by about 1980, according to. Continuing the Martoys lineup, however, most models were produced initially in 1/24 scale and mostly represented contemporary European sports and saloon cars. Most were well detailed, and included many opening features.

Later, a range of 1/18 vehicles was produced which was to become the "bread and butter" of Bburago offerings. In the mid-1980s, a new 1/43 scale line was begun. As they were held together by screws, models in 1/24 and 1/18 were also commonly issued in kit form (later, 1/43 kits appeared as well).

While vehicles in the kit ranges used the same castings as their contemporaries in the fully assembled ranges, the kits often depicted different versions, usually in racing or rally style. Bburago kits were notorious for featuring waterslide transfers which never adhered properly to the models, making well-built examples of the kits rare. Clearcoat could be sprayed over the unassembled model to "seal" the decals "in".

Conversely, the transfers on factory-built cars were of the 'stick on' variety, rather than the 'tampo' printing used by the likes of Maisto.

Larger scales

Originally, the 1/18 scale range was aimed more at collectors, and Bburago was the link between European niche marketing in 1/43 scale and the 1/18 scale surge that occurred during the 1990s. Bburago was the first manufacturer to make this scale the main offering of the company, after Schuco, Gama, and Polistil pioneered larger offerings, but who by the end of the 1970s were going out of business. Bburago was also a contemporary of the mail order offerings of Franklin Mint Precision Models which were pricier, but sometimes of spotty quality.

Bburago did not, however, stick strictly to 1/18, with smaller cars like the Renault Alpine A110 and the Fiat 500 presented in 1/16 and larger vehicles like the Ford F-150 pickup in 1/21. 1/24 was also a regular size. The Ford pickup, however, is an exception as European marques were a main focus of the Italian company. At first, offerings consisted mostly of 1930s cars, but later, more 1950s and 1960s models were introduced, like the Jaguar XK-E roadster. Finally, many contemporary high-performance automobiles, like the Lamborghini Diablo, appeared and some of these were the company's most popular sellers.

For cost savings, models were often duplicated from one scale to another. The "Diamond", "Super", and "Gold" ranges were the main lines in a 1/18 scale with over 30 different models. Each vehicle would be offered in two or three colors and often in a roadster and coupe version. Differences in the ranges are hard to discern, but the Super line

was more aligned to classic cars, while the "Gold" series had more deluxe packaging.

There were also several lines in a 1/24 scale. These included the Grand Prix, Bijoux, VIP, and Super lines. The Super series included many normal coupes, sedans, and micro cars in rally and police liveries, with 45 different models. The Grand Prix line consisted of ten Formula One and Indy Cars.

The larger models usually had all apertures opening, had detailed engines, spare tires in trunks, working steering, windshield wipers and detailed instrument panels. A number of models also feature active suspension and removable wheels. Early on there was a use of plastics for door and bonnet openings. These parts sometimes hindered fit and finish, and, after extended play, would stretch or bend, causing hoods and doors to not close properly.

Bburago's 1/43 scale "Pocket" series consisted of about thirty-six offerings in about sixty separate liveries. These had simple 'Hot Wheels' inspired chrome on hard plastic tires, and no opening features, but were good value for the money.

Though oriented more to children in price (often selling for only a couple of dollars), 1/43 model detail was excellent and the presentation, like the early Saab 900 or the long lived MCA/Mega Monte Carlo model (one version with Russian MIG sponsorship), were quite attractive.

Smaller scales

Bburago offers several models in a 1/64 scale. Most models do not have opening features.

Competition increases and closure

By the end of the 1990s, Bburago no longer had a main corner on the 1/18 collector market, as many competitors of both high-end and low-end were now producing models. Some of these were Exoto, Maisto, Yatming, Ertl, Mira, Revell, Jouef, Chrono, Anson, and also Mattel, to name a few. Maisto became the main diecast brand in larger scales and began to eclipse most other manufacturers.

Many of these companies had an edge as their products could be produced with far cheaper labour in Thailand and China, while Bburago continued more expensive production in Italy. In October 2005, Bburago declared bankruptcy, and the receivers were called in. Many companies expressed interest in the tooling.

Fortunately, the venerable toy name of Bburago was not left to die, but was finally purchased by May Cheong (Maisto) from the bankruptcy court in 2006. This essentially marked the end of Italian mass-produced (and also one of the last European manufactured) affordable diecast vehicles.

Prior to its closure, the company was also hard hit by an exclusive promotional contract granted to Mattel for the production of model Ferraris. As much money had been invested in the tooling to produce these models, the company was adversely affected. This contract has now changed, and other diecast manufacturers (including Bburago) are again making miniatures of the prancing horse, but at the time this stretched Bburago's finances.

Scale models 1/24 (Italian production)

* AC Shelby Cobra 289
*Alfa Romeo Alfetta GTV
* Alfa Romeo Alfetta GTV Gr.4
*Alfa Romeo Giulia
*Alfa Romeo Giulietta
*Alfa Romeo Stelvio
*Alfa Romeo 33
*Alfa Romeo 75
*Alfa Romeo 156
* Alpine A110 (1ª Serie)
* Alpine A110 (2ª Serie)
* Audi 80 Gt
* Audi RS5
* Audi Quattro Gt
* Audi TT Coupé
* Austin Metro MG Turbo
* BMW 3.0 Csi
* BMW 3.0 Csi Turbo
* BMW 635 Csi Gr.A
*BMW M1
* BMW M3 E36 GTR
* BMW Z3 M Roadster
* BMW Z4 Roadster
* BMW Z8 Roadster
*Bugatti Type 55
* Bugatti Type 57 Atlantic
*Bugatti EB 110
* Chevrolet Corvette '57
*Chevrolet Corvette C5
* Chevrolet Corvette C5 Convertible
* Citroen 15 CV T.A.
* Citroën 2 CV
* Datsun 240 Z
* Datsun 280 Z
* Dodge Viper RT/10
*Dodge Viper GTS
* Dodge Viper SRT/10
*DS 3
* Ferrari 250 Testarossa
* Ferrari 250 GTO
*Ferrari 250 LM
* Ferrari 275 GTB / 4
*Ferrari 512 BB
* Ferrari 308 GTB
*Ferrari 288 GTO
*Ferrari Testarossa
*Ferrari F40
* Ferrari 348 tb
*Ferrari 456 Gt
* Ferrari F50
* Ferrari 550 Maranello
* Fiat Nuova 500 '57
* Fiat 124 Abarth Spider
* Fiat 127
* Fiat 131 Abarth Rally
* Fiat 131 Mirafiori
* Fiat Ritmo Abarth
*Fiat Panda
*Fiat Regata
*Fiat Uno
*Fiat Tipo
*Fiat Cinquecento
* Fiat Punto
*Fiat Punto Evo
* Fiat Nuova Panda
* Ford Escort MkII 1.1 L
* Ford Escort MkII RS 1800
* Ford Capri Group 5
*Ford Mustang
* Ford Escort MkIII XR3i
* Ford Escort MkIV RS Cosworth
*Ford Focus RS
* Ford Focus SW
* Ford Streetka
* Innocenti Mini 120
* Jaguar XK 120 Coupé
* Jaguar XK 120 Roadster
* Jeep CJ 7
*Lamborghini Cheetah
* Lamborghini Countach
*Lamborghini Diablo
* Lamborghini Murciélago
* Lancia Beta Berlina
*Lancia Beta Montecarlo
*Lancia Stratos
* Lancia 037 Rally
* Lancia Delta S4
* Lancia Ypsilon
*Land Rover Range Rover
* Land Rover 110
* Land Rover Freelander
* Land Rover Range Rover '94
*Lexus IS
* Lotus 97T
* Matra Simca Bagheera
* Mazda RX 7
* Mercedes Benz SSK
* Mercedes Benz 300 SL '54
* Mercedes Benz 450 SEL
* Mercedes Benz 450 SLC
* Mercedes Benz 500 SEC
* Mercedes Benz 190 E
* Mini Cooper '60
*Mini Cooper '01
*Opel Kadett C Coupé
*Opel Kadett C Gte Gr.4
*Opel Ascona 400
* Porsche Cayenne
*Peugeot 205 T16
* Peugeot 206 CC
* Peugeot 207
* Peugeot 405 T16
*Porsche 356 B Cabriolet
*Porsche 356 B Coupé
*Porsche 911 S
*Porsche 911 Turbo
*Porsche 924 Turbo
*Porsche 935 TT
*Porsche 959 Turbo
*Porsche 993 Coupé
*Porsche 993 Cabriolet
*Porsche 996 Coupé
*Porsche 996 Gt3
*Renault 4 L
*Renault 5 L
*Renault 5 Alpine
*Renault 14 TL
*Renault 5 Turbo Gr.4
*Renault Fuego
* Renault Twingo RS Gordini
*Rolls-Royce Silver Shadow
* Saab 900 Turbo
*Schlesser Buggy Megane
*Shelby Series 1
* Smart Roadster
* Talbot Matra Rancho
* Toyota Celica Gr.5
* Volkswagen Golf MkI Gti
* Volkswagen Golf MkIV
* Volkswagen Polo MkV GTI
* Volkswagen New Beetle
* Volkswagen New Beetle Cup
* Volkswagen New Beetle Convertible
*Volkswagen California

Rebirth

Bburago cars, especially the early 1/24 scale models, are now collectible, and it is thought that the final models issued under the old management will also become similarly prized. Of the early cars, the rarest models are generally considered to be the Lancia Beta sedan introduced under the Martoys name, and the Innocenti Mini 120. The Lamborghini Cheetah 4x4, Renault 4L, Fiat 124 Spyder Abarth, Alfetta GTV and BMW 3.0 CSL "Batmobile" are all also now rare and valuable.

Other collectible Bburagos include some rare promo models, like examples of the Camargue finished in metallic gold green, and at least one model that was issued only in mainland Europe; the Lancia Ypsilon in 1/24. The final 1/18 car issued before the bankruptcy was the Peugeot 907 concept car. At the time the company ceased production of all its Ferrari models, a model of the Ferrari 360 Spider in 1/18 scale was about to be introduced. It is thought that a few may have left the factory in Italy (although this is not confirmed).

In the beginning of 2007, the name was relaunched by May Cheong, which markets Maisto, so the situation is analogous to Mattel owning both Hot Wheels and Matchbox.

In order for both lines to be successful, they must be differentiated in some manner and May Cheong's logical answer was to make Bburago's offerings more European. A count from the two brands' websites in 2011 confirms the two approaches. Out of 64 1/18 scale cars, Bburago only has six models that are not European, or 9%.

Maisto, with 113 total 1/18 scale models, on the other hand, has fifty-three non-European models or 47% non-European. May Cheong bets it can avoid internal competition among brands by having Maisto carry a more global selection of marques. Many of the earlier Bburago models made at the time of the May Cheong takeover are now being produced again in Thailand and China, along with new castings.

By 2011, some models, like the smaller scale "Race and Play" series of "garage" scene Ferraris, were again appearing in retail stores, such as Toys "R" Us. It appears that no models are made in Italy any longer.

Footnotes

Sources

*

Further reading

* Richardson, Mike; Richardson, Sue. 1999. ''Christie's Presents The Magical World of Automotive Toys''. San Francisco: Chronicle Books. p. 173.

External links

*

History of BBurago and other model car manufacturers
on Fabtintoys

BBurago Diecast
on Mdiecast



{{Scale model brands

Italian brands
Italian companies established in 1976
Toy companies established in 1976
Model manufacturers of Italy
Die-cast toys
Toy cars and trucks