Ertl Company
| Company type | Brand (subsidiary) |
|---|---|
| Industry | Die-cast collectibles, toys, model kits |
| Founded | 1945 in Dubuque, Iowa, United States |
| Founder | Fred Ertl Sr. |
| Headquarters | Dyersville , United States |
Area served | Worldwide |
| Products | Die-cast replicas of agricultural machinery, model automobiles, aircraft, commercial transport vehicles, plastic model kits, character figurines |
| Parent | RC2 Corporation (owned by Tomy) |
Ertl—previously known as the Ertl Company—is a prominent American brand specializing in collectible replicas crafted from die-cast metal alloys, primarily focusing on agricultural machinery. Their product lineup also features model automobiles, aircraft, and commercial transport vehicles. The company's main office is located in Dyersville, Iowa, which is also the site of the National Farm Toy Museum.
History
Established in 1945 by Fred Ertl Sr. in Dubuque, Iowa, Ertl has dedicated over sixty years to creating farm toy replicas. The company produces officially licensed models for leading agricultural manufacturers including John Deere, Case IH, New Holland, and AGCO. Additionally, Ertl expanded its portfolio by producing licensed die-cast vehicles and character figurines from popular entertainment franchises such as Looney Tunes, Garfield, Thomas the Tank Engine & Friends, Super Mario Bros., DC Comics, and Star Wars.
In 1999, the company was purchased by Racing Champions and now functions as a brand within the RC2 Corporation group, which is owned by Tomy. Throughout its history, Ertl has grown through strategic acquisitions of companies including AMT, MPC, Britains Limited, and ESCI, thereby broadening its presence in the die-cast collectibles market.
Timeline
- 1945 – Fred Ertl Sr. founded the company in Dubuque, Iowa
- 1959 – Moved operations to larger premises in Dyersville, Iowa
- 1967 – Became part of Victor Comptometer Corporation
- 1971 – Purchased Carter Tru-Scale
- 1973 – Entered plastic model kit manufacturing
- 1974 – Acquired Structo Stamped Steel
- 1977 – Kidde, Inc. took ownership following Victor Comptometer acquisition
- 1981 – Bought AMT model kit producer
- 1985 – Acquired MPC model kit company
- 1986 – Launched licensed Thomas & Friends toy line
- 1987 – Hanson plc acquired Kidde; Ertl gained ESCI model kits
- 1990 – Introduced first Precision Series farm replica toy
- 1992 – Retirement of Fred Ertl Jr. and Robert J. Ertl
- 1993 – Debuted Wings Of Texaco die-cast airplane series
- 1997 – Racing Champions held initial public offering on NASDAQ (RACN)
- 1999 – Racing Champions acquired Ertl; produced commercial edition of Eternity puzzle
- 2000 – Acquisition of Britains Limited by Ertl
- 2003 – Racing Champions Ertl purchased Learning Curve International
- 2004 – RC2 Corporation acquired Playing Mantis assets; discontinued Thomas & Friends products
- 2008 – Round 2 LLC licensed tooling for AMT, MPC, Polar Lights
- 2011 – Tomy acquired RC2; retained control over Ertl and Racing Champions production tools
- 2015–2016 – Round 2 LLC secured rights to Racing Champions, American Muscle, ERTL Custom, and Johnny Lightning tooling
- 2020 – Tomy revived the Johnny Lightning brand
This chronology outlines significant leadership choices and acquisitions that have driven Ertl’s expansion and influence within the collectibles sector.
Plastic model kits
During the late 1970s, Ertl produced plastic model kits featuring heavy-duty commercial trucks, trailers, tractors, plows, and farm wagons. Although these kits achieved modest success, they paved the way for Ertl’s acquisition of AMT from Lesney in 1983. The subsidiary was rebranded as AMT/Ertl and remained integrated within Ertl’s operations until AMT was divested in 2007.
Film and Television Franchises
Throughout the 1980s, Ertl acquired rights to manufacture model vehicles inspired by well-known movies and TV shows, such as the iconic KITT from Knight Rider and various Batmobiles featured in the 1989 Batman movie. The company further broadened its product lineup by producing toys connected to the 1993 Super Mario Bros. film, thereby enhancing its presence in entertainment-related markets.
American Muscle Diecast Series
In the early 1990s, Ertl introduced the American Muscle collection, consisting of diecast cars, trucks, and motorcycles available in 1:18 and 1:10 scales. Designed to appeal primarily to baby boomers, this series included limited runs of 2,500 pieces that generated considerable collector interest, with some initial models fetching prices exceeding $500. Among these, the 1957 Chevrolet Bel Air, nicknamed Peggy Sue, remains the most coveted.
Aircraft Models
Ertl’s assortment also encompasses diecast airplane replicas, frequently produced as promotional giveaways for airlines like Texaco and Continental Airlines. This segment helped diversify Ertl’s offerings within the collectibles market.