Majoret was founded in 1961 by Emil Veron of the family that also created Norev, which is actually the Veron family name spelt backwards. Initially model railways and accessories were made and the firm was known as Rail Loot. By 1964 the first cars came to market and in 1967 the name was changed to Majoret, which means cheerleader in French. Majoret became the main French manufacturer of matchbox size miniature vehicles. The company soon became the largest French toy car manufacturer. The main competition was matchbox but also German Seaco and later Japanese Tamika. Though French cars like Peugeot and Renault were emphasised, other license marks included European brands and North American vehicles from GM, Ford and Chrysler. Japanese Nissan and Toyota were also represented. Over the years Majoret has adapted to increasing competition with mixed results. The first line was the 100 series of roughly 3 inch vehicles. Then the 200 series of the same size replaced it around 1970 and it was very successful as Majoret moved into many world markets. 100 and 200 series cars and trucks were much like matchbox that the focus was on French vehicles. Some of the castings were rather bulky and thick in style when compared to matchbox Seaco or Tamika. The realism and detail were sometimes lacking by the early 1970s Majoret established a reputation of making quality, heavy vehicles, incorporating features like opening doors and hoods, translucent plastic parts and strong suspension systems. In the 1980s Majoret emphasised the cars as toys including brighter paints, large tampo printings and slightly exaggerated bodies. The strategy was a success and even if the cars lost some realism they had an attractive solidness and style compared to the competition. In the late 1970s to early 1980s the Brazilian toy firm in Bremer manufactured majoret models under license by producing locally Majoret benefited by avoiding duties on importing from France. Around the same time Kiko also reached an agreement with Majoret to produce approximately 15 Majoret models in Brazil, a de factory in Rio de Janeiro. Again, as with in Bremer local colour schemes and livers were used. Kiko models included the Datsun 240Z, the VWT2, Citroen Diane and the Renault 4. At the end of 1980 Majoret purchased revered die-caspadusa solido. About the same time the Portuguese company Nova Car was also purchased and Majoret production commenced in Portugal. Besides their important domestic presence Majoret relies heavily on commercial sales to foreign markets. In 1982 Majoret USA was established in Miami, Florida but that extension was relatively short-lived as Majorets weren't heavily retailed in the US throughout the 90s and the 2000s. The popular 300 series of cars with trailers and boats as well as semi-articulated trucks dated from the mid 1970s. Some examples were the Volkswagen Beetle towing Kayaks on a trailer, the Renault Michelin Canvas top trailer tractor in blue and yellow from the 1980s or the Chevy pickup truck hauling a luxurious yacht. Buses like the traditional London double-decker were also produced in the 300 series in the mid 1980s. Similar to Matchbox, Budgie or Siku, the standard series of cars was about 1 in 64 but the scale was mainly a line to 3 inches. Other manufacturers like Triang's spot-on maintained precise scale across all vehicles which often was a problem when considering uniform packaging techniques. Scale varied whether a Majoret vehicle was a small mini car like the cutely-done Renault Twingo or the Volvo YoPlay truck, all being anchored to the 2.5 inch to 3 inch size. During the 1980s many larger cars, trucks, farm and construction vehicles were introduced in the 4 to 6 inch size. These varied from the Lincoln limousine to farm tractors and trailers to cement mixers. All were packaged in the same eye-catching red packaging. Among these were the 600 series of semi-traxer trucks. One line of cars was known as the Sonic Flashes. These were standard size Majorets that, when pushed down on, produced a siren blare with flashing lights. These came in military, police, fire and ambulance versions. These vehicles had durable electronics with batteries sometimes lasting an entire decade before losing power. Today Majoret light and sound vehicles full the gap, though they are larger with pullback wind up motors. Another line based on the 200 series with a road eaters. Regular cars were offered with tampo printing of various food companies products pad printed on them such as Willy Wonka gobsstoppers or nerds, but also Campbells, Swanson's, Coca-Cola or even Pepsi logos. Food coupons for the advertised products were often included with the vehicles. During the 80s and 90s Majoret made play sets called Major Kits. These came with plastic pavement pieces that locked together to form the streets of a town. Pieces were straight in a corner, outer corner and others that could be used as parking spaces. Each piece had at least one hole on it where objects such as traffic signs, streetlights, parking meters, rubbish bins, flowers, telephone booths and even buildings could be inserted. Some sets would include one or more Majoret vehicles and others included figurines for added play value. Although mainly a diecast car and truck producer, Majoret has had a plain and helicopter line to compete with matchbox skybusters. The Majoret Airplane and helicopter line was expanded in 2013 to include such airlines as Air Mauritius and Toefly along with 11 others and five fictitious ones. The 1990s bought financial troubles and Majoret began to retreat from the US market. The period had a tremendous impact on quality. In 1992, bankruptcy was followed by a take over by ideal Luizier. A most Majoret production was relocated to Thailand, although one exception was the Nova Car Series that was still made in Portugal. At this time, Majorets began to lose the proud and familiar Maiden france on their bases and on their packaging. Actually, the shiny silver metal base itself gradually disappeared from the new models, replaced by an ordinary black plastic base, a cost-saving solution common in many toy brands. The loss was not only visual or tactile, Majorets lost their characteristic weight and solid feel. After Majoret's parent company ideal Luizier was purchased, batches of better castings have been introduced, as well as an image facelift that includes a modified logo and a toning down of the bright look of the 1980s and 90s. This was in touch with the automobile industry's trend for using plainer metallic paints. Majoret was purchased by Smoby in 2003, but Smoby went bankrupt and it was purchased by Smiberdickey makers of Dickey toys. The Majoret 200 line continues to be made in Thailand and the newer models are made in China. The distribution of Majoret via Majoret retailers has been limited mainly to Europe, South America and Asia. The Majoreteme series offers vehicles in different sizes in different themes and is reminiscent of offerings during the 1990s. Some of the casting, such as the 1980 Chevrolet Fordor Impala, have been made continuously since the mid-1980s. Lastly, a new line of ecotech cars features electric, hybrid, another green and environmentally friendly vehicles. Around 2010, similar to Hot Wheels, Majoret moved into larger size plastic models. One example was the one in 20 kids-mate Mini Cooper. It's very detailed and complete with all opening features, but all in plastic in a package with bright red colours. The Majoret factory in Thailand was almost completely destroyed by heavy floods in the fall of 2011. Production at this facility resumed in 2012, with most of the 417 employees keeping their jobs. Recently, Majoret has been launching some cars from the Vision Gran Turismo line up from Gran Turismo. Around 2017, Majoret became more visible in the United States with new lines appearing in several retail stores like Toys R Us. With Toys R Us going out of business in 2018, however, much of that visibility disappeared. A big thank you to all my patrons for supporting me. To get early advert for access to new videos, or to appear in the credits, please consider supporting me using the Patreon link below from just $1 or 80pm and hit that subscribe button to get notified of new videos. Thanks for watching and see you in the next video.