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Topper Corporation
FormerlyDeluxe Toy Creations (1953), Deluxe Reading
Topper Toys
Founded1951 [1]
FounderHenry Orenstein
Defunct1971; 53 years ago (1971) [2][3]
FateWent into bankruptcy in 1973 [4][5]
Headquarters
Elizabeth, NJ
,
United States
ProductsScale model cars, toy weapons, dolls, toy robots, action figures, board games,
Brands

Topper Corporation was a United States toy and board game manufacturer based in Elizabeth, New Jersey. The company, founded and run by Henry Orenstein, a holocaust survivor, produced toys under several brand names including: Johnny Lightning (scale model cars, released in 1969), Johnny Seven OMA (toy weapon), Dawn doll, and Suzy Homemaker.

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

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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.

They were also the first company to manufacture Sesame Street dolls officially licensed by Children's Television Workshop and Henson Associates, until the company's financial problems caused CTW and Henson to terminate the contract in January 1973.[6]

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.

Notable toys

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Board games

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  • Charley n' Me [note 1]
  • Fat Sam
  • Fingers Harry
  • Silly Safari

Dolls

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  • Baby Magic (doll)
  • Candy Fashion (doll)
  • Dawn Doll
  • The Go-Go's
  • Lil Miss Fussy
  • Lillie Doll
  • Penny Brite Doll (1963)
  • Sesame Street (1970–73) [note 2]
  • Suzy Cute Doll (Topper Toys 1964)

Vehicles

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Weapons

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Toys

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Notes
  1. ^ Included a toy robot that connected to the board.
  2. ^ Under license.
  3. ^ It consisted of a From Russia with Love type briefcase that contained several toys, including guns and working camera using 127 film.[8]
  4. ^ Included a model car

References

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  1. ^ a b Topper Toys History on JLToppers.com
  2. ^ a b c Johnny Lightning history on Round 2 website
  3. ^ a b Topper Johnny Lightnings on Online Redline Guide
  4. ^ a b Topper Corporation History
  5. ^ a b TOPPER CORP. FILES CHAPTER XI PETITION The New York Times, Feb 27, 1973
  6. ^ Jones, Brian Jay. Jim Henson : the biography. New York: Ballantine Books. ISBN 978-0345526113
  7. ^ Three sets of weapons, consisting of plastic bullet and percussion cap firing pistol and rifle, each with a wall mounted display rack. These were a big-game hunting target automatic pistol and bolt action rifle called "Magumba", a Wild West Colt Single Action Army and Winchester Model 1873 called "Red River" and a US military M1911 pistol and M14 rifle called "Lieutenant"
  8. ^ Secret Sam Attaché Case from Topper Toys (1965) BY TODD COOPEE, MARCH 2, 2020]
  9. ^ "Secret Sam Spy Accessories from Topper Toys (1965)". 11 September 2023.
  10. ^ 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]
  11. ^ Coopee, Todd (13 November 2017). "Suzy Homemaker Super Safety Oven". ToyTales.ca.
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