Bburago
Italian die-cast pioneer that scaled up model cars.
Bburago was a toy and die-cast model car manufacturer that originally operated out of Burago di Molgora, Italy, producing all its goods there from 1974 until 2005. During its peak, its main rivals were Politoys and Maisto—the latter eventually dominating the 1:18 scale market in the late 1990s. In 2006, the May Cheong Group, a Hong Kong–based company that already owned Maisto and later Polistil, bought the Bburago brand and moved production to China.
The company began as "Martoys," founded by the Besana brothers—Ugo, Martino, and Mario—who had previously sold their earlier brand, Mebetoys, to Mattel. Initially, Martoys only made models in 1:24 scale. After just two years, in 1976, the brothers renamed the brand "Bburago," using two B's to reference both their surname and the town of Burago di Molgora. The name change was reportedly prompted by confusion with the toy maker Marx Toys, whose "X" in the logo was often overlooked, leading people to mistakenly call it "Mar Toys."
According to the 1975 catalog, the Martoys lineup included only nine basic models, most offered in several versions: Renault Alpine (including a rally version), Porsche 911 (S, Carrera RS, and "Polizei"), Fiat 127 (plain, "vigili urbani," and rally), Lancia Stratos (Marlboro or Alitalia), Range Rover (plain and airport fire), Renault 5, BMW 3.0 CS, Lancia Beta, and Audi 80GT. While Mebetoys had focused on 1:43 scale, Martoys concentrated on larger toys in 1:24 and 1:18 scales. The catalog used photos of real cars—not models—for the Audi, BMW, Lancia Beta, Renault 5, and Range Rover, raising doubts about whether all were produced under the Martoys name or were still in development for the Bburago era. A Fiat 131 (plain and Carabinieri) was also made but absent from the 1975 catalog. A newsletter from David Sinclair, an early U.S. importer, listed all models as available except the Lancia Beta (coming later) and the Fiat 131 (not listed). The 131 appears to have been the last Martoys release.
The models were attractive and well-made for their time, but larger scales were just becoming popular for easier detail rendering, before collector demand for near-perfect accuracy rose in the 1990s.
Quick Facts
- Former Names
- Martoys (1974–1976)
- Fate
- Company defunct, brand rights acquired by May Cheong Group in 2006
- Founded
- 1974
- Founder
- Mario Besana · Ugo Besana · Martino Besana
- Defunct
- 2005
- Hq Location
- Italy: Burago di Molgora (formerly) · Hong Kong (current)
- Industry
- Manufacturing
- Num Employees
- 130
- Owner
- May Cheong Group
Facts from the source article.
Lore & Background
The company began as Martoys, founded by the Besana brothers after selling their earlier brand Mebetoys to Mattel. Initially only 1:24 scale models were produced. In 1976, after two years, the name was changed to Bburago, with two 'B's signifying the founders' surname and the city of Burago di Molgora. The change was reportedly due to confusion with Marx Toys. Early Martoys models included the Renault Alpine, Porsche 911, Fiat 127, Lancia Stratos, Range Rover, Renault 5, BMW 3.0 CS, Lancia Beta, and Audi 80GT, though some may not have been produced before the name change. The Fiat 131 appears to have been the last model under the Martoys label. Models were attractive but sometimes had proportion issues; the BMW 3.0 CS could not capture delicate fender curves, and the Fiat 127 had thick door frames. Packaging initially featured colorful graphics with a red bulls-eye 'O', later replaced by white boxes without transparent windows. After the name change, all graphics and signage were replaced with the new Bburago design. Bburago later produced 1:18 scale vehicles that became its main offering, and also offered 1:43 scale lines and kit versions. Kits were notorious for waterslide decals that did not adhere properly. The brand was the first to make 1:18 scale its main offering, after Schuco, Gama, and Polistil pioneered larger scales. Bburago did not stick strictly to 1:18, also offering 1:16, 1:21, and 1:24 scales. European marques were a main focus, though the Ford F-150 pickup was an exception. Models were often duplicated across scales for cost savings. The Diamond, Super, and Gold ranges were main 1:18 lines; the Super line aligned with classic cars, while Gold had deluxe packaging. 1:24 lines included Grand Prix, Bijoux, VIP, and Super series.
Reader's Guide
Bburago's significance lies in bridging European niche 1:43 scale marketing and the 1:18 scale surge of the 1990s. It was the first manufacturer to make 1:18 scale its primary offering, following the pioneering work of Schuco, Gama, and Polistil, which were going out of business by the late 1970s. The brand was a contemporary of Franklin Mint Precision Models, which were pricier but of sometimes spotty quality. Bburago's legacy includes being a first mover in large-scale die-cast manufacturing that became common in the 1980s and 1990s. The company faced bankruptcy and was acquired by May Cheong Group in 2006, a fate similar to competitor Polistil. The official Bburago website under new owners says nothing about the Martoys origins. Martoys never developed a firm image before the name change. The Besana brothers' later activities included Martino's death around 1993, Mario suffering from cancer as of 2008, and Ugo (then in his 80s) founding the Vivien Company making toy irons and ironing boards.
Did You Know?
- The name Bburago uses two 'B's to represent both the founders' surname and the city of Burago di Molgora.
- Early Martoys boxes featured a red bulls-eye 'O' that resembled the Target store symbol.
- Bburago kits were notorious for waterslide decals that never adhered properly to the models.
Frequently Asked Questions
What is Bburago?
Bburago is an Italian die-cast model car maker that began manufacturing vehicles in Burago di Molgora back in 1974. It went on to become one of the most well-known names in the hobbyist model car world before changing ownership in 2006.
Who founded Bburago?
The company was started by the Besana brothers—Ugo, Martino, and Mario—who had earlier sold off their prior toy line, Mebetoys. They launched the business under the name Martoys and rebranded it to Bburago in 1976.
What scales does Bburago produce?
Across its history, Bburago has released die-cast models in 1:16, 1:18, 1:21, 1:24, and 1:43 scales. The 1:18 range was especially important, as it became a key point of competition with Maisto in the late 1990s.
Who owns Bburago now?
In 2006 the Hong Kong–based May Cheong Group bought the Bburago name; that same group already controlled Maisto and later added Polistil to its portfolio. Manufacturing was then shifted from the original Italian plant to facilities in China.
Who were Bburago's main competitors?
At its height, Bburago faced its stiffest rivalry from Politoys and Maisto in the die-cast market. Maisto in particular grew to dominate the 1:18 scale niche by the late 1990s, squeezing Bburago's share of that segment.
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