Londontoy: Canada’s answer to Tootsietoy

Years ago at an estate sale in St. Louis’ Central West End, I bought a number of Tootsietoy vehicles. When I got home, I noticed some had only the word “toy,” a number, and “Made in USA” inside. That was weird. These weren’t Tootsietoys. They were Londontoys.

Londontoy 15 beverage truck
Here’s a Londontoy #15 beverage truck sitting on my train layout. The tin litho house in the background was made by Skyline.

I almost didn’t get them. Someone beat me to them. “Look at the lead cars. Aren’t they interesting?” a teenage boy said in a Mid-Atlantic accent. At least one of the more exclusive schools around here must still teach kids to talk like William F. Buckley Jr.

“They’re very interesting. To those who collect,” said his father pretentiously in the same accent. Then he shooed him into the next room.

That’s why it pays to listen to other people at estate sales. Because they were interesting to me. I wanted them for my train layout. I swooped in before someone else could beat me to them. And they weren’t lead. They’re diecast. So there.

Londontoy history

“London” refers to London, Ontario. Webster Brothers Ltd. of London produced diecast toy cars, buses, trucks, and a Hawker Hurricane airplane (aeroplane?) from the 1940s until about 1950. The smaller vehicles measured about 3 inches and had open bottoms like Tootsietoys. The larger vehicles measured 5-6 inches and had closed bottoms.

They look like Tootsietoys but they aren’t.

Oddly, Webster Bros. used pressed paper wheels for a time, which didn’t hold up to rough play very well. Later they switched to wooden, rubber, or metal wheels.

Unlike in the United States, Canada produced toys during World War II. Webster Bros. painted its vehicles green and put military markings on them to make them into military-themed toys.

Londontoys had simple paint jobs. But unlike Tootsietoys, Londontoys often sported decals. Some also had wind-up motors.

U.S. production

Londontoy underside
The underside of a US-made Londontoy. Note how references to Canada were crudely removed from the mold.

The Leslie-Henry Company of Wilkes-Barre, Penn., much better known for cap guns, produced Londontoys in the United States under license. That’s where mine came from. Leslie Henry obscured the word “London” when casting its version so identifying them isn’t easy.

Identification and rarity

O’Brien’s Collecting Toy Cars and Trucks covers Londontoy and includes a checklist. Londontoy vehicles were part of an exhibit at the Royal Ontario Museum in Toronto and Museum London in London, Ontario.

Judging from the number of Ebay listings, Londontoys seem uncommon, even in Canada. When I wrote this, I found 10 Londontoy listings on Ebay Canada. That compares to 3,983 Tootsietoy listings.

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