First vehicles

Solido model car and portion of original gift set package, 1938

The first Solido lines (Major, Junior and Baby) were introduced in 1932, 1933, and 1935, respectively.^[5] The Major series was 1:35 scale and had already been phased out by 1937 according to Edward Force.^[6] At this time several different cars were made, a few of different truck models, and also military guns and cannons. These were simpler toys, fragile and subject to metal fatigue.

In 1952, a smaller rather crude 1:60 scale 'Mosquito' series was introduced featuring 12 models. The first 1:43 scale '100' series was started in 1957 and this set the stage for Solido's ascendance, though models were not numbered until 1962, according to Force. The first military vehicles, for which Solido has become particularly well known, appeared in 1961.

Industry leader

Through the 1960s, models continually improved in detail and realism, and were often based on blueprints from actual car manufacturers. The '100' series was a combination of realistic production cars as well as competition models, mostly from European manufacturers. French Citroen, Peugeot, Renault and Matra were often the focus, but vehicles from Italy and Germany were also common. British marques were not as prevalent in the line-up. Various buses and trucks also began production.^[7]

1955 Renault 4CV

Starting in 1964 Solido incorporated vintage vehicles, their L'Âge d'Or (or Golden Age) line into their range, starting with the 1928 Mercedes SS. These were slightly larger and more complex than the leaders in the field at the time, the Matchbox Models of Yesteryear, and better finished but not as detailed as Rio Models. Making vintage cars had the advantage that they never grew out of date – indeed some models introduced in the mid-1960s were still being made when Solido renumbered their ranges in 1980. The L'Âge d'Or range along with Matchbox and Rio were among the first diecast lines marketed to adults as much as children.^[8] As the 1960s progressed the models became lighter by using plastic bases, and the range concentrated increasingly on sports and racing cars. In comparison their great rivals French Dinky stayed with their tactics of modelling mostly the sedans on the French roads at the time. The late 1960s were a tough time for die-cast vehicle manufacturers in general, but Solido survived whereas French Dinky closed shop in 1971. In the mid-1970s, there were about 50 models in the standard Solido line.

By 1970, the company was fairly diversified, making a superior line of classic cars (L'Âge d'or – about 12 models), Les Militaires (about 40 models), commercial vehicles (Toner Gam – about 15 models), and "Poids Lourds", a series of larger heavier diecast trucks (about 10 different models). Several gift sets were available. During the early 1970s Solido became the benchmark of the collectible 1:43 scale diecast vehicle.

Solido's niche

1956 Citroen DS19

Solido was known for realistic details that generally rejected the blatant commercialism of other toy companies. For example, Corgi and Dinky used flashy, but inauthentic "jewels" for head and tail lights while Solido distinguished itself by prudently using clear plastics for enhanced realism. If Solido had a weakness, it may have been in paint. At times colors seemed odd (like the bright green for the 1961 Thunderbird) and paint application was often thin and rather grainy. Rixon referred to it as "slightly hammered".^[9] By comparison, Bburago or Eligor Models had rich paint jobs with smooth and glossy finishes.

Some 1:43 scale diecasts like the Italian Polistil in the late 1960s with their Politoys M-Series, used a metal "wire" wheel, and Solido did as well in the early 1960s, but then beat that in their 100 and GAM 2 series in the 1970s by impressively copying the wheel styles from the actual vehicles. Thus Solidos usually had a unique wheel style for every model. To keep down production costs, the competition usually used one (often simple or unattractive) style common to most vehicles in their lines. Eventually, even for Solido, this became impractical and the company stopped using unique wheel designs around 1980. Another sign of uniqueness in detail were the web of gray plastic 'chains' seen on some trucks like 1974 Simca-Unic snow plough.^[10]

The trade-off in superior wheel detail was in not having all parts open or move, as seen with Politoys' M Series, Mebetoys or the German Gama Toys. Solidos would have an opening engine lid or doors, but not all parts moved. By the late 1970s, Solido's GAM 2 series more commonly had no moving parts. Nevertheless, Solido detail remained impeccable and their cars remained the industry standard (for the price) through the early 1990s, and with some touching-up held their own against collector models costing in the hundreds of dollars.^[11]

Packaging and marketing

Packaging varied from dull to brighter as time passed. Though some 1950s boxes were brighter red, white and yellow. In the early 1960s, boxes of a light green and white lettering with vehicles shown in a rust colored outline were common. Lighter colored blue or lavender boxes also appeared, but by the mid-1960s, this rather effeminate packaging gave way to more striking solid red boxes with lettering and car illustrated in white.^[12] The first of these red box cars were called the "bolide" (meteor or fireball) series, and gave the Solido models new excitement, and new masculinity.^[13] Most boxes in the 1970s and 1980s were some variation on red, yellow or orange, and then plastic 'display cases' were implemented with light cardboard coverings in various glossy colors.

Some 1960s Solidos were licensed to the Spanish company Dalia and made in Spain. On the boxes, however, the Solido name was given equal billing with Dalia. Another interesting marketing angle was that some Solido models, like the Chaparral 2G were marketed through the Marx toy company in the U.S. in the later 1960s and perhaps the early 1970s. The boxes for these, however, were 'Solido-like' and the Marx name was lower key. Compared to the competition of Matchbox, Hot Wheels, and even Corgi and Dinky in the states, however, these models did not appear to sell well. Solido, like many diecast manufacturers, also participated in various promotions where it suited them. For example, when French Sports Car maker Matra placed 1 and 2 at the 24-hour race of LeMans in 1972, it "made full marketing use" of Solido which made a patriotic red, white and blue (colors of the French flag) set of the two cars (long and short tail versions.^[14]

Verem subsidiary

In 1984, older Solido dies were made in a slightly simpler form, at least in packaging, and sold as the Verem brand, a subsidiary started by the Veron concern of Majorette, after taking over Solido. Many models were done tastefully, but the purpose of Verem is not entirely clear. It appears Verem was a cheaper line using older Solido dies. Boxes from the time say that Verem was based in Rouvres, about 2 miles (3.2 km) south of Solido shops in Oulins.

Solido gradually introduced other sizes besides 1:43, such as the 1:18 Prestige line that was popular in the 1990s. The Mini Cooper in this larger size was made in 1:16 scale. As with most model makers, Solido also offered models in different promotional editions, like the Renault van decorated with "Vote for Coluche" markings. It was made when irreverent French comedian Michel Coluche briefly ran for president of the country, then pulled out when polls showed he actually might win.

Footnotes