page_title: Mercury (toy manufacturer)
section_title: Models
hierarchical_section_title: Mercury (toy manufacturer) / Models
caption_attribution_description: Nederlands: Speedy modelauto van een Fiat 248
context_page_description: Mercury is a brand of diecast toy cars manufactured in Italy from about 1945 through the 1970s. Along with Dinky Toys in England, Mercury was a pioneer in 1:43 scale diecast toys made in Europe. Today, Mercury models are rather rare and not easy to find. The company logo was the word Mercury within a rectangle with a round toothed gear behind the company name.
context_section_description: Mercury made more than 100 different models in its distinguished history. Italian sedans and sports cars were often the subject of Mercury and most were in 1:43 scale. In fact, Mercury's competition with the fine Politoys M series in the 1960s was simply called Mercury 1:43. Some British, American and German cars were offered, but also similar to Politoys M series, Italian Ferraris, Alfa Romeos, FIATs and Maseratis were common offerings. American cars seen were a Cadillac Eldorado, Lincoln Continental convertible, Studebaker Commander, a two-tone Studebaker Golden Hawk, and, later, a racing Chevrolet-powered Chaparral Prototipo 2F (Ralston 2009, 62-65). The tiny Autobianchi Bianchina was unique, as was the 1957 Alfa Giuletta, or the Porsche 908 Nurburgring.
  Earlier models did not have interiors. Later models added plastic windows without interiors while even later ones were as detailed and as exact as Politoys or Mebetoys which were Mercury's main competition, at least in the Italian market (Ralston 2009, 65). Often, all doors, hoods, and trunks would open and other moving features ensured the cars would not last long in the hands of younger children. In fact, during 1964 Mercury introduced a Fiat 2300S and a Maserati 2500GT where all features opened. This appears to have been a first in the industry (Ralston 2009, 62-63).  Models like the Alfa Romeo Giulia Canguro Bertone had entire doghouses and engine compartments that opened in the appropriate directions.
  Cars were the mainstay of the company but some commercial vehicles were available like the earlier Autocarro Ciclope, a long Saurer moving van with opening rear doors and a Viberti tanker truck (Ralston 2009, 62-64). These were offered in a variety of colorful liveries like A Welti Furrier AG for the Saurer van and the use of the attractive Agip logo for the tanker (Ralston 2009, 62; Richardson 1999, 135).
  In Italy Mercury had the diecast toy field to itself until 1960 when Politoys first started with its own plastic vehicles (Richardson 1999, 135). Between 1959 and 1964, Mercury moved toward 1:43 scale for models, leaving behind the larger 1:40 (Ralston 2009, 62; Richardson 1999, 134). Models often had interesting choices of livery and racing detail. For example, the Ferrari 330P Monza open cockpit race car was offered in several colors including a Silverstone green with British flags, but also in yellow and the standard prancing horse red. The Ital Design Manta was another model not often seen in miniature. Sometimes doors and hoods did not match well to bodies, like on the Alfa Carabo Bertone's gull-wing doors, or the body shape of the Mercedes C-111 rotary, but the attempt was honorable and often the features were distinct compared to those seen in Politoys or Mebetoys. The Alfa Romeo Montreal Bertone was cast nicely, but perhaps not as well as the Politoys M version while the Spanish Pilen C-111 was done with better proportions than the Mercury.
  Besides more exotic Ferraris, Maseratis and Alfas, the more humble fare of Fiat 600s, 1100 sedans, 850 standard and Bertone 128 coupes and sedans, and 124 sedans were offered, Alfettas and Lancia sedans were also produced.  Among the most endearing Mercurys were the smaller scooters like the APE with delivery box, Lambretta delivery and solo scooter and the ubiquitous Vespa (Force 1992, 50). Construction and farm vehicles were also offered.
  Some of the newer models seemed to be attempts (if rather feeble) to compete with the snazzier Hot Wheels. The well-done 1930s Fiat Balilla roadster, for example was later hot-rodded with a V-8 engine, brash exhaust pipes and a roll cage.
caption: A Mercury Speedy (Matchbox sized) Fiat 248 van.
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