Majorette was founded in 1961 by Emile Véron, of the family that also created Norev (which
is the Véron family name spelled backwards).
Initially, model railways and accessories were made and the firm was known as Rail-Route.
By 1964, the first cars came to market, and in 1967, the name was changed to Majorette,
which means “cheerleader” in French.
Majorette became the main French manufacturer of Matchbox-sized miniature vehicles.
The company soon became the largest French toy car manufacturer.
The main competition was Matchbox, but also German Siku and later, Japanese Tomica.
Though French cars like Peugeot and Renault were emphasized, other licensed marques included
European brands, and North American vehicles from General Motors, Ford, and Chrysler.
Japanese Nissan and Toyota are also represented.
Over the years, Majorette has adapted to increasing competition, with mixed results.
The first line was the 100 series of roughly 3” vehicles.
Then the 200 series of the same size replaced it around 1970 and was very successful as
Majorette moved into many world markets.
100 and 200 series cars and trucks were much like Matchbox, though the focus was on French vehicles.
Some were castings were rather bulky and thick style when compared with Matchbox, Siku, or Tomica.
Though realism and detail were sometimes lacking, by the early 1970s Majorette established a
reputation of making quality, heavy vehicles, incorporating features like opening doors
and hoods, translucent plastic parts, and sprung suspension systems.
In the 1980s, Majorette emphasized the cars as toys, including brighter paints, large
tampo printings and slightly exaggerated bodies.
This 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 Inbrima manufactured Majorette models
under license.
By producing locally, Majorette benefited by avoiding duties on importing from France.
Around the same time, Kiko also reached an agreement with Majorette to produce approximately
15 Majorette models in Brazil, at a factory in Rio de Janeiro.
Again, as with Inbrima, local color schemes and liveries were used.
Kiko models included the Datsun 240Z, the VW T2, Citroen Dyane, and the Renault 4.
At the end of 1980, Majorette purchased revered diecast producer Solido.
About this same time, the Portuguese company Novacar was also purchased and Majorette production
commenced in Portugal.
Besides their important domestic presence, Majorette relies heavily on commercial sales
to foreign markets.
In 1982, Majorette USA was established in Miami, Florida, but that extension was relatively
short-lived as Majorettes were not heavily retailed in the U.S. through the 1990s and 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 topped tractor trailer 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 1:64, but the scale
was mainly aligned to 3”.
Other manufacturers, like Tri-ang's Spot On maintained precise scale across all vehicles,
which often was a problem when considering uniform packaging techniques.
Scale varied whether a Majorette vehicle was a small mini car like the cutely-done Renault
Twingo or the Volvo Yoplait truck – all being anchored to the 2.5” to 3” size.
During the 1980s, many larger cars, trucks, farm and construction vehicles were introduced
in the four to 6” size.
These varied from the Lincoln limousine to farm tractors and trailers and cement mixers.
All were packaged in the same eye-catching red packaging.
Among these were the 600 series of semi-tractor trucks.
One line of cars was known as the “Sonic Flashers”.
These were standard-sized Majorettes 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 Majorette "Light and Sound" vehicles fill this gap – though they’re larger,
with pull-back windup motors.
Another line based on the 200 series were “Road Eaters”.
Regular cars were offered with tampo printing of various food companies' products pad printed
on them, such as Willy Wonka "Gobstoppers" or "Nerds", but also Campbell’s, Swansons,
Coca-Cola or Pepsi logos.
Food coupons for the advertised products were often included with the vehicles.
During the 1980s and 1990s Majorette made play sets called “Majo-kits”.
They came with plastic pavement pieces that locked together to form the streets of a town.
Pieces were straight, inner 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, street lights,
parking meters, rubbish bins, flowers telephone booths and even buildings could be inserted.
Some sets would include one or more Majorette vehicles and others included figurines for
added play value.
Although mainly a die-cast car and truck producer, Majorette has had a plane and helicopter line
to compete with Matchbox Skybusters.
The Majorette airplane and helicopters line was expanded in 2013 to include such airlines
as Air Mauritius and TUIFly, along with eleven others and five fictitious ones.
The 1990s brought financial troubles and Majorette began to retreat from the U.S. market.
The period had a tremendous impact on quality.
In 1992, bankruptcy was followed by a takeover by Ideal Loisirs, and most Majorette production
was relocated to Thailand, although one exception was the Novacar series that were still made
in Portugal.
At this time, Majorettes began to lose the proud and familiar 'Made in France' on their
bases and on packaging.
Actually, the shiny silver metal base itself gradually disappeared from new models, replaced
by ordinary black plastic, a cost saving solution common in many toy brands.
The loss was not only visual or tactile – Majorettes lost their characteristic weightiness and
solid feel.
After Majorette's parent company Ideal Loisirs was purchased, batches of better castings
have been introduced, as well as an image face lift that includes a modified logo, and
a toning down of the bright look of the 1980s and 1990s.
This was in touch with the automobile industry's trend of using plainer, metallic paints.
Majorette was purchased by Smoby in 2003, but Smoby went bankrupt and it was purchased
by Simba-Dickie, makers of Dickie Toys.
The Majorette 200 line continues to be made in Thailand and newer models are made in China.
The distribution of Majorette via major retailers has been limited mainly to Europe, South America
and Asia.
The "Majo-Teams" series offer vehicles of different sizes in different themes and is
reminiscent of offerings during the 1990s.
Some of the castings, such as the 1980 Chevrolet 4-door Impala have been made continuously
since the mid-1980s.
Lastly, a new line of "Eco Tech" cars features electric, hybrid and other 'green' and environmentally
friendly vehicles.
Around 2010, similar to Hot Wheels, Majorette moved into larger-sized plastic models.
One example was the 1:20 "Kids Mate" Mini Cooper.
It’s very detailed and complete with all opening features, but all in plastic in a
package with bright red colors.
The Majorette 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 470 employees keeping their jobs.
Recently, Majorette has been manufacturing some cars from the Vision Gran Turismo Lineup
from Gran Turismo.
About 2017 Majorette 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.
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