Norev

Lore & Background

Norev was founded in 1946 by the Véron brothers in Villeurbanne, near Lyon. The company name is the family name spelled backwards. In 1953, after the first plastics toy fair in Oyonnax, Joseph Véron began using the plastic 'Rhodialite' for toys. The first Norev vehicles appeared that same year in 1:43 scale, made of plastic. Early models had colorful unpainted bodies, a main selling point, and later models offered vibrant, less realistic colors. In the mid-1960s, Norev experimented with colorless plastic bodies spray-painted in metallic colors, but only five known models were released. The first non-French model was the Mercedes-Benz W196 racecar in 1956. Norev plastic models were known for bright body colors, red or black plastic hubs, and white tires. The Rhodialite plastic was prone to fading and warping from sunlight, but by the mid-1970s Norev used a lighter, matte-finish plastic. Most early models came in free-wheeling and friction motor versions; motorized models were discontinued by the early 1960s. Early bases were unpainted metal, but from 1956 black plastic bases appeared. The Citroën DS was the first model to have windows. Opening features began around 1960, and by the late 1960s models could have multiple opening parts. In 1961, Émile Véron started Majorette, a separate company in the Lyon area. The first die-cast metal Norev models appeared around 1965. The 'Jet-Car' series launched in 1971, with '600', '700', and '800' series. The HO scale line was discontinued, but in the late 1970s a 1:66 scale Schuco line appeared as Mini-Jet series. A Maxi-Jet line consisted mainly of trucks. Norev’s main competition was Solido, though Norev was more toy-oriented and used simpler wheel designs. Norev cars often had cost-saving plastic bases while others used die-cast metal. Packaging was creative: early boxes mimicked wooden packing crates, and cars included sweepstakes offers such as the 'Great Norev Game' and 'Great Norev Rally'.

Reader's Guide

Norev occupies a distinct place in the history of scale model manufacturing, particularly for its early adoption of plastic as a primary material. The company’s use of Rhodialite plastic allowed for bright, colorful bodies that stood out from die-cast competitors, and its focus on French vehicles gave it a strong national identity. While Solido appealed more to older collectors with serious, stately packaging, Norev aimed at a younger clientele with sweepstakes, cartoon characters, and playful box designs. Despite being more toy-oriented, Norev models were noted for excellent detail and proportion. The company’s sequential numbering system, from the first plastic Simca Aronde to later die-cast models, provides a comprehensive catalog of its output. Norev’s influence is also seen in the founding of Majorette by a family member. The company’s willingness to experiment—with colorless plastic bodies, opening features, and promotional models for brands like Cibie and Fleury Michon—demonstrates its adaptability. The work 'Le Monde Fantastique du Norev' by Didier Beaujardin catalogs the extent of Norev’s offerings. Though Norev’s packaging and marketing were often fragile and aimed at children, the models themselves remain collectible for their historical representation of European automobiles, especially French ones.

Did You Know?

• Norev is the family name of the Véron brothers spelled backwards.
• The first Norev model was a Simca Aronde in 1:43 scale, numbered 1.
• In 1961, Émile Véron of the Véron family founded Majorette, a separate model car company.
• Norev’s early models came with a paper tag reading 'Rhodialite, Light, Solid and Strong'.