Lledo
British die-cast maker known for promotional models and Vanguards range.
Lledo was a British die-cast model manufacturer based in Enfield, founded in 1982 by Jack Odell, a co-founder of Matchbox, and Bert Russell. The company focused on producing scale-model commercial vehicles and cars from 1983 until it declared bankruptcy in 1999. The name "Lledo" is Odell's surname spelled backward, a trick he used during wartime in the African desert to remember his wireless call sign.
The company aimed to recreate the style of early Matchbox series, especially the Models of Yesteryear range. Odell and Russell bought machinery from Universal, which had taken over the Matchbox plant and moved it to Macau; they shipped the tooling back to Enfield, and in April 1983 launched the "Days Gone" line. The first models, released early that year, included horse-drawn vehicles: a tram, a milk float, a delivery van, an omnibus, and a fire engine. Later that year, the Ford Model T van became a popular addition.
Promotional models became Lledo's main business, with hundreds of variations produced in the first six years using just thirty basic castings. The Model T van alone appeared in over 170 different liveries. Horse-drawn models were phased out, with the last one made in 1984. The London Double Decker bus was a frequent promotional item, appearing as "Vimto-Keeps you Fit," "Madame Tassaud's Wax Museum," and a "Boys Brigade" model that raised funds for drinking water in developing countries. The VW Transporter van also appeared in many liveries, including Pepsi, 7 Up, and Bosch spark plugs. Special runs for Southern Vectis and Darlington Corporation were especially popular. Baseplates were marked either "Days Gone" or "Lledo Promotional Model" to distinguish the lines. Some models, called "Code Two," were sold to second parties who applied logos with Lledo's approval.
In the U.S., some Lledo models were sold under the Hartoys name, based in Florida, mainly as truck sets in supermarkets and drug stores, including a line called "Fantastic Set o' Wheels." Despite fine craftsmanship and notable brand liveries, they did not become popular, and by the early 1990s Hartoys used Chinese diecasters to produce "American Highway Legends" models, such as a 1939 International A&P truck. In the Netherlands, Lledo models were marketed under the Edocar name.
Quick Facts
- Fate
- bankruptcy, rights to brand acquired by Corgi Classics
- Predecessor
- <!-- or
- Founded
- 1982
- Founder
- Jack Odell / Bert Russell
- Defunct
- 1999
- Hq Location City
- Enfield
- Hq Location Country
- U.K.
- Products
- Die-cast scale model commercial vehicles, cars
Facts from the source article.
Lore & Background
Lledo set out to replicate early Matchbox series styles, particularly the Models of Yesteryear range. Odell and Russell bought machinery from the Universal company, which had purchased the Matchbox plant and shipped it to Macau; the tooling was re-shipped back to Enfield. In April 1983 the new 'Days Gone' range was launched, a continuation of Matchbox's nostalgic 'Yesteryear' theme. The first models appeared in early 1983 and included horse-drawn vehicles such as a tram, milk float, delivery van, stagecoach-like omnibus, and fire engine. The Ford Model T van, introduced later that year, became one of the most popular models.
The promotional market became Lledo's bread and butter, with hundreds of variations appearing in the first six years based on only thirty basic castings. The Model T delivery van alone was produced in more than 170 different liveries. Horse-drawn vehicles were produced less and less, the last appearing in 1984. The London Double Decker bus appeared in many promotional forms, such as 'Vimto-Keeps you Fit', 'Madame Tassaud's Wax Museum', and the 'Boys Brigade' model. The VW Transporter van appeared in Pepsi, 7 Up, and Bosch spark plugs liveries. Model baseplates were differentiated with either 'Days Gone' or 'Lledo Promotional Model'. Some 'Code Two' models were manufactured and sold to second parties for label and logo application.
In 1993, Lledo partnered with Kellogg's cereals in the UK to produce a set of four land speed record cars called 'Land Speed Legends', including the 1935 Campbell-Railton Blue Bird, Railton Mobil Special, Craig Breedlove's Spirit of America, and Richard Noble's Thrust 2. These were entirely new castings not reproduced in other promotional forms, in varied scales from 1:80 to 1:100. Lledo also made a fifth land speed record car replica of Thrust SSC. In 1996, Lledo launched the Vanguards range, specializing in replica classic British cars and later other European vehicles, produced in a consistent 1:43 scale. The first model was the fourth update of the Ford Anglia. The range grew to more than 40 different vehicles, including Hillmans, Jowetts, Wolseleys, Rovers, Triumphs, Vauxhalls, Austins, Morrises, and Jaguars. British trucks were also produced, such as Ford Transit vans, Ford Thames Trader truck, Commer dropside, Morris commercial van, Dennis F8 fire engine, Bedford S Type trucks, Land Rover LWB and Defender, and Karrier boxback.
Reader's Guide
Lledo's significance lies in its continuation of the Matchbox die-cast tradition through the Days Gone range, which revived nostalgic vehicle styles. The company became a major force in the promotional model market, producing hundreds of variations from a limited set of castings, particularly the Ford Model T van and London Double Decker bus. These promotional models were used by businesses for gifts and fundraising, such as the Boys Brigade model for safe drinking water. Lledo also ventured into land speed record models in partnership with Kellogg's, a departure from its usual liveried classics format. The Vanguards range, launched in 1996, marked a shift to consistent 1:43 scale and detailed replicas of classic British cars and trucks, appealing to collectors. Despite high shipping volumes, Lledo could not compete against low-cost producers from Hong Kong and China who entered the special promotions market with high quality products. The company went bankrupt in 1999, and its naming rights and model range were bought by Corgi Classics, which continued producing Lledo models in China until 2005, when the remaining models were merged into the Corgi Classics range. Jack Odell died on 8 July 2007 at age 87.
Did You Know?
- The name 'Lledo' is a reversal of co-founder Jack Odell's surname, a mnemonic device from his war days in the African desert.
- The first Lledo models in 1983 were horse-drawn vehicles, including a tram, milk float, and fire engine.
- The Ford Model T delivery van was produced in more than 170 different promotional liveries.
- Lledo's Vanguards range, launched in 1996, was produced in a consistent 1:43 scale.
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