A Reference to a Flimsy Construct Made of Cardboard
In the realm of vintage toys, the French toy company Jouets de Paris (JEP) stands out for its innovative 1950s plastic model cars and trucks. While the history of JEP's trade boxes for these models remains somewhat elusive, understanding the broader context of vintage toy packaging and the evolution of plastic model cars in the 1950s sheds light on this intriguing topic.
During the 1950s, toy manufacturers often adorned their products with colourful and decorative packaging to catch a child's eye. These boxes typically showcased illustrations of the toy, offering a vibrant preview of the product within. JEP, known for its diverse range of toys, likely followed similar design trends, featuring bright colours and detailed illustrations to highlight their models.
Vintage toy boxes, including those from the 1950s, have become highly collectible today. They often carry a nostalgic allure and can significantly boost the value of the toy if they are in good condition.
As for the JEP model cars, each one boasted a cast metal baseplate/chassis, giving them an unusual weight compared to typical plastic toy cars. One such model, a cream-coloured Renault Dauphine, was purchased more than 20 years ago by the author from his friend Jeff Bray. The matching yellow JEP box, which was likely separated from the Dauphine model a few years earlier, was discovered by the author while rummaging through filing boxes at Jeff's warehouse in Connecticut.
The "trade" boxes for these models could contain 12, 24, or 36 examples, making them counter display boxes designed for kids to choose from. The author often seeks out empty boxes for desirable and rare toys, such as Allied and Cheerio's 1950s small plastic cars and trucks, but has yet to find a box for any of them.
In a fascinating find, the yellow JEP box for the Renault Dauphine model has specifications and performance numbers for the full-size Dauphine on the back, written in French. This discovery underscores the potential value and historical significance of these vintage JEP boxes.
It is worth noting that JEP produced a series of five 1:43 scale plastic model cars in 1958, including cars, delivery trucks, and ambulances. These models, if found with their original packaging, could make for a stunning display piece.
Douglas R. Kelly, the editor of Marine Technology magazine, has delved into the world of vintage toys, with his byline appearing in Antiques Roadshow Insider, Back Issue, Diecast Collector, RetroFan, and Buildings magazines. In March 2025, his article titled "Hidden History" was published, exploring the lesser-known aspects of vintage JEP toys.
The ongoing quest for knowledge about JEP's packaging continues, with specialist toy collector forums and archives proving valuable resources for those seeking more information about this fascinating chapter in toy history.
In the 1950s, alongside the prominent vintage toys, toy manufacturers embraced colorful and decorative home-and-garden-worthy packaging to attract children. Punningly, one could argue that JEP's collector-worthy toy boxes today are remnants of a home-and-garden lifestyle, now cherished by enthusiasts.
In the realm of vintage toy collections, JEP's trade boxes for models, containing multiples of examples, present prime home-and-garden-style counter displays for collectors to peruse and appreciate.
