Products manufactured and commercialised by Deluxe Reading included scale model cars, toy weapons, dolls, toy robots, board games, action figures, among others. After a failed attempt to take the company public, Topper Toys closed in 1971[2] and went into bankruptcy in 1973.[4][5]
Overview
Illustrated ad for the Ding-A-Ling toy robot line, 1971
The company was originally established by Henry Orenstein as "Deluxe Toy Creations" in 1951. In late 1950s, Orenstein sold the company for $2 million (although he continued in charge of the business), and the name was changed to "Deluxe Reading Toys". Orenstein would buy back the company in 1966 for $49 million, also bringing back the "Deluxe Topper Toys" name.[1]
For boys, the Johnny Lightning (launched in 1969) and Johnny Seven O.M.A toys were the most popular; for girls, the Dawn Doll. Deluxe Reading dolls were sold in the 1950s–1970s through supermarkets and are often referred to as Grocery Store Dolls. They were an inexpensive alternative to department store dolls, although of similar quality. Another successful toy for girls was the "Dream Kitchen" (circa 1961) which consisted of four 12-inch-tall colorful kitchen appliances, a kitchen table and four chairs. This toy was unique in that the sink worked with water, the oven contained batteries which revolved a plastic turkey on a spit inside the oven, the refrigerator had pull-out shelves, and the dishwasher also worked with water.
Also included were scores of food boxes, cleaning supplies, food replica items, plates, utensils and more. The box proclaimed that it held "176 pieces." The size of the set perfectly matched the size of Barbie, a toy doll which was wildly popular at that time. As of 2014, this kitchen toy set can be seen on sale (used) for up to $400.
The toys were packaged in large, colorful boxes that could be easily seen atop grocery store shelves. The top shelf is typically unusable for typical grocery items and this sales gimmick was used by Deluxe Reading as a selling point to retail store owners. The large, electrically operated Crusader 101 toy car is an example of the marketing concept.
The Topper Toys trademark and assets were liquidated in the late 1970s, with the marks and toy molds purchased by Jay Horowitz of American Plastic Equipment, who later transferred all rights to American Plastic Equipment's subsidiary, American Classic Toys.
^Bazooka Bat: At first glance, Bazooka Bat looked like a run-of-the-mill baseball and bat. However, a hidden trigger turned it into a grenade launcher, propelling a spring-loaded (and cap-loaded) baseball toward unsuspecting enemies.
Bomb Binoculars: Topper’s set of field glasses looked and worked like the real thing. When danger threatened, a junior spy needed only to press the glasses against their nose to launch an exploding, cap-loaded missile from a hidden launch bay between the lenses.
Cane Shooter: This stylish-looking 30½-inch cane was black with a bronze-coloured handle shaped like a lion’s head — not exactly a low-key fashion accessory for a young child. Regardless, the cane offered double-duty protection: plastic bullets could be shot from the handle and a cap-firing missile could be launched from the bottom, bazooka-style.
Pipe Shooter: The “realistic and innocent looking” pipe came equipped with a hidden mirror that allowed kids to survey what was happening behind them and fire a missile by squeezing a hidden button with their teeth.
Spy Dictionary Camera Book: Bookworms rejoice! Topper’s Camera Book contained a real camera with a hidden lens that could take photos in black-and-white and colour, thanks to the use of 127 film. The book also had a secret mirror to observe the enemy and could shoot plastic bullets on command.[9]
