Bluebird Toys
| Company type | Public limited company |
|---|---|
| Industry | Toy manufacturing |
| Founded | 1980 |
| Founder | Torquil Norman |
| Defunct | 1998 |
| Fate | Acquired by Mattel |
| Successor | Mattel |
| Headquarters | Swindon , United Kingdom |
Area served | International |
Key people | Torquil Norman (founder) |
| Products | Polly Pocket, Havok wargame, Disney Tiny Collection, Manta Force, Oh Penny!, Mighty Max, Thomas and Friends miniature sets |
| Parent | Mattel (from 1998) |
Bluebird Toys plc was a UK-based toy manufacturer recognized primarily for the Polly Pocket range, the Havok wargame, and the Disney Tiny Collection. Its earlier product lines included Manta Force, Oh Penny! (the UK adaptation of Oh Jenny! originally from Matchbox Toys), Mighty Max, as well as miniature sets from Thomas and Friends.
History
Established in 1980 by Torquil Norman, Bluebird Toys debuted with the Big Yellow Teapot House, one of the pioneering 'container' style dollhouses characterized by its vibrant and contemporary design. Norman also created products such as the Big Red Fun Bus, Big Jumbo Fun Plane, A La Carte Kitchen, Polly Pocket, Lucy Locket (a larger Polly Pocket variant), Mighty Max, and was the inventor of the plastic lunch box.
The company rapidly approached profitability, nearly breaking even during its inaugural year with a turnover of £1.25 million. By 1983, revenue had climbed to £3.4 million, and in 1985 Bluebird Toys went public on the Unlisted Securities Market. Share prices soared to 500p in 1987 before declining sharply to 26p by 1991 amid substantial financial losses.
Growth was further supported through acquisitions, including Peter Pan Playthings in 1987 and Merit Toys the following year.
The introduction of Polly Pocket in 1989 revitalized the business, transforming it into an international success. By 1993, share prices had recovered to 575p, with profits reaching £7 million on sales exceeding £40 million in 1994. The following year saw profits rise to £20 million from a turnover of £100 million. The combined sales of Polly Pocket and Mighty Max—launched in 1992 targeting boys—represented 87% of total revenue. By 1994, almost 75% of British girls aged three to eight owned a Polly Pocket. After securing a Disney license for pocket-sized characters (Disney Tiny Collection) and establishing a new distribution agreement with Mattel, shares tripled again by October 1995.
Nevertheless, Polly Pocket sales experienced a sharp downturn by 1997. Mattel suspended orders pending a brand overhaul, which caused share values to drop to a quarter of their former high.
In January 1998, financier Sir Ron Brierley’s Guinness Peat Group made an unsolicited takeover offer but was ultimately outbid by Mattel, who acted as a white knight. Following acquisition, Mattel absorbed Bluebird’s product lines into its portfolio, closed the Swindon offices, and provided staff with options for redundancy or relocation to its own headquarters.
External links
- Directory listing at business.com
- Toy tycoon unveils plans for Roundhouse revamp by David Lister, The Independent, Nov 1998
- Articles with short description
- Bluebird Toys
- Mattel
- British companies established in 1980
- British companies disestablished in 1998
- Toy companies established in 1980
- Manufacturing companies disestablished in 1998
- 1998 mergers and acquisitions
- Toy companies of the United Kingdom
- Defunct manufacturing companies of the United Kingdom