TootsieToy
Enduring die-cast toy marque from Chicago, popular from the 1930s through the 1990s.
Tootsietoy, a Chicago-based company, has been producing die-cast toy cars and other vehicles since the 1920s, but its roots stretch back to around 1890. The brand remained a steady favorite from the 1930s through the 1990s.
The company grew out of two die-casting firms, Dowst and Shure Brothers, both founded in the 1890s. The Dowst brothers first ran a trade paper called the *National Laundry Journal* and later bought a linotype machine to cast metal buttons and cuff links for the laundry trade. Around 1901, the Shure Brothers’ Cosmo Company in Chicago introduced miniature cars as charms, pins, and cuff links. When Shure bought Dowst in 1926, the business kept the name Dowst Manufacturing Co. The first actual model car—a closed limousine—appeared between 1909 and 1911, followed by a 1915 Ford Model T open tourer.
By the early 1920s, “tootsie” was used as a brand name, and “Tootsietoy” was trademarked in 1924. The nickname came from a Dowst granddaughter called “Toots.” The company made metal prizes for Cracker Jack boxes in the 1930s, which may have led to Dowst supplying cast pieces for Monopoly. They also produced a wide range of die-cast dollhouse furniture.
In the 1920s, Dowst manufactured trains, cars, trucks, military vehicles, aircraft, pistols, and other toys. Vehicles often had white rubber tires that grew brittle over time. A standout was a set of 1932 Graham die-cast cars—sedan, town car, coupe, roadster, dual cowl convertible, delivery panel truck, and tow truck—sold in boxes marked “Graham,” possibly as early promotional models. Another promotional piece was the 1935 LaSalle for General Motors, available as a sedan or coupe in a small blue-and-dark-rose box. The 1936 Lincoln Zephyr came in a gift set with a “Roamer” camper trailer.
During World War II, Dowst made detonators for grenades and mines, plus belt and parachute buckles. Toy production was minimal, though some paper toys were made.
Tootsietoys were usually simple, often with just seven parts: a single die-cast metal body, two axles, and four wheels. Arms under the body were pinched around the axles after the wheels were attached. This basic method continued, though plastic interiors and other parts were added in the 1970s and 1980s.
- Founded
- about 1890
- Brand name used since
- 1920s
- Trademark registered
- 1924
- First model car produced
- between 1909 and 1911
- Current owner
- J. Lloyd International, Inc.
- Current production
- about 40 million cars per year
- Headquarters
- Chicago, Illinois
Lore & Background
Tootsietoy had its beginnings in two diecasting companies, the Dowst and the Shure Brothers, established near the same time in the 1890s. The Dowst brothers originally established a trade paper called the National Laundry Journal and later purchased a linotype machine to cast metal buttons and cuff links related to the laundry business. The Tootsietoy brand also had origins in a range of miniature cars in the form of charms, pins, and cuff links introduced circa 1901 by the Chicago based Cosmo Company owned by the Shure Bros., which bought Dowst in 1926. The name remained Dowst Manufacturing Co. The first actual model car from the company was produced between 1909 and 1911, including a closed limousine followed by a 1915 Ford Model T open tourer.
By the early 1920s the name 'tootsie' was being used as a brand name, and 'Tootsietoy' was registered as a trade mark in 1924. The 'Tootsie' moniker apparently came from one of the Dowst Brothers' granddaughters, whose name was 'Toots'. Tootsietoy made metal prizes for Cracker Jack boxes, and this success in the 1930s may also have led to Dowst providing cast pieces for the game Monopoly. The company also produced a large assortment of die-cast dollhouse furniture. In the 1920s trains, cars, trucks, military vehicles, aircraft, pistols and a variety of other toys were manufactured. Vehicles often had white rubber tires which over time become brittle. One unique offering was a set of 1932 Graham diecast cars, which may have been used as promotional models for the Graham company, possibly among the earliest promotional automobile toys. A definite promotional model was the 1935 Lasalle made for General Motors. Another interesting model was the 1936 Lincoln Zephyr available in a gift set with a 'Roamer' camper trailer.
World War II work had the Dowst Co. making detonators for grenades and mines as well as belt and parachute buckles, with little toy production during wartime. Tootsietoys were usually simply made, often with only seven parts: a single diecast metal body, two axles, and four wheels. Many Tootsietoy cars are still made in this basic manner, though in the 1970s and 1980s plastic interiors and other parts were added. An exception was the 1955 Pontiac Safari two-door station wagon in about 1:28 scale, with diecast seats, an accurately shaped dashboard, a plastic steering wheel, an opening rear tailgate, and a heavy separately diecast chassis. In the 1960s usual fare included American offerings like a 1959 Oldsmobile convertible, a 1959 Ford Wagon, or a 1960 Chrysler convertible. Vehicles were made in many sizes including 5", 3.5" and even smaller. In the 1970s the 1 dollar, 10 car 'JamPac' of tiny simple diecast cars about 2 inches long became known as the world's best child 'shutter-upper'. A couple of these smaller cars are still in demand, like a replica of the Chevrolet Corvette-powered Cheetah.
Reader's Guide
Tootsietoy's significance lies in its longevity and consistent popularity from the 1930s through the 1990s, making it an enduring marque in the die-cast toy industry. The company's origins in the 1890s and its evolution from producing laundry-related metal items to miniature cars and toys reflect the broader development of die-casting as a toy manufacturing technique. Tootsietoy's simple construction method—often just a single diecast body, two axles, and four wheels—made its toys affordable and durable, contributing to their widespread appeal. The brand's involvement in producing metal prizes for Cracker Jack boxes and possibly pieces for Monopoly shows its integration into American popular culture. The 1932 Graham diecast cars, if indeed promotional models, represent an early instance of automotive promotional toys. Tootsietoy's production of both die-cast and plastic toys, its expansion to manufacturing in Hong Kong by the late 1960s, and its continued operation under J. Lloyd International, Inc. producing about 40 million cars per year demonstrate its adaptability and lasting market presence. The brand's legacy includes a range of sizes and types of vehicles, from tiny JamPac cars to larger models like the 1955 Pontiac Safari, and its products remain collectible, with some smaller cars like the Cheetah replica still in demand.
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