From the begining to the new millenium
The year 1960 see the start of the military collection. The company of Solido
toys is then installed at Ivry-la-Bataille in Normandy (France), in old
hydroelectric factory built on the Eure. Headquarter is located in
the Marechal
Foch Street, in Versailles (78). The firm is directed by the three children
(Charlotte, Jean and Colette) of the founder Ferdinand de Vazeilles, pioneer in
many fields (1889-1984). Since 1932, Solido proposes "toys with
transformations", kits manufactured in Zamak - a zinc alloy injected under
pressure. The vehicles are propelled by spring engines. They are not yet
reproductions strictly speaking.
In 1953 Ferdinand de Vazeilles bequeathes the lead of the company Solijouets SA
to his son Jean René. In 1957, Jean chooses to sell his new ranges of
miniatures, copies of existing machines, already assembled. Solido innovates
with suspensions on the cars at 1:43 scale. The public discovers its models in
a illustrated annual catalogue, like the packaging, by Jean Blanche's drawings.
In front of the success of the small-scale military models of the concurrent
firm, Dinky Toys, it is decided to launch a new series on this topic at 1:50
scale (the models will go in fact from 1:48 to 1:55).
Faithful to its policy, Solido engages in a field already strongly occupied by
competition only with the insurance to be creative. Armoured vehicle needs
tracks. So engineering and design department thus develops a new manufactoring
process of articulated tracks in Zamak whose patent application is deposited
the 1961/12/20 (n°1.316.631).
1961-1979
During this long period, the military models are rarely excluded from the
production, recovered or included in other collections. The innovations come to
be added to the preceding references in series 200. The number of models
suggested on the catalogue thus increases each year. From two models in 1961,
the production passes to twenty models in 1967 to reach more than fifty
references available in 1975. At such rhythm, Solido would have exceeded the
hundred parts at the beginning of the Nineties... We find however a certain
standardization to simplify manufacture and to reduce the costs (common boxes,
same plastic accessories, etc.)
The year 1974 marks a virage in the history of Solido. Firstly, missing space
in the old plant of Ivry-la-Bataille, the company inaugurates in the vicinity
immediate (the village of Oulins in the Eure & Loire) a new modern factory
reserved for manufacture at the beginning.
An ambitious project in the context of economic crisis. So, to be stronger,
Solijouets enters in the group "Le jouet français" (Jouef, Delacoste & Co, etc),
to become the SA Heller-Solido after the successive departures of all the
family de Vazeilles of the direction at the end of the 70's. Headquarter is
then transferred in the 10th district of Paris. A page is turned. At the end of
1980, the company managed by Thomas Sebestyen goes into "liquidation". The
union "Le jouet français " is allowed for the benefit of the bankruptcy
proceedings (May 8, 1981). In july, Solido is bought for a moderate sum by
Majorette and yielded to an "SA Solido " (February 10, 1982). The brand name is
preserved. The production continues and remains distinctive but under other
conditions. The military models are stopped.
Founded in 1961 by Emile Veron under the name "Rail Route Jouets", Majorette
becomes the first French manufacturer of miniature cars. General public remains
its privileged target, so the prices must remain competitive and the models are
cheap with more plastic or less details. Installed at Caluire and
Rillieux-la-Pape near Lyon, the firm is managed by its president Emile Véron
(56 years old, brother of the founder of Norev, other large Lyons firm of
miniature cars) helped by his wife Marie-Louise and their son Alexandre.
Restructured and managed by Majorette Distribution for marketing in France,
Solido SA adopts new methods, with a maximum profitability of the investments
by reduction in the manufacturing cost. Manpower is reduced ; the number of
employees on the site of Oulins is limited to hundred only, but we see
subcontract increases (the assembly is done in the prisons, places of cheap
labour). The distribution is done now by the network of the wholesalers, and
Solido profits from the logistics of Majorette (hypermarkets). At the end of
the 80's, Solido is represented in Italy, Germany, UK and even in the United
States in Miami.
1986-1992
After almost seven years, it is possible to rediscover innovations in the
military range, divided into two shy collections (I & II) about a dozen of
models, partially renewed each year. With each collection from now on
corresponds one single price. The innovations are often simple adaptations of
models resulting from others series (the Golden age, TonerGam). The lack of
ambition and of care, a problem related to the absence of quality control, will
disappoint the real collectors. If slowly Solido rectifies itself with its
small cars and its new range in 1:18, the military do not profit from the same
renewal of innovations.
After a phase of growth extraordinary (doubly of the capital and purchase of a
factory delocalized near Bangkok in 1988), Majorette goes bankrupt. Declared in
suspension of payment (November 25, 1992), the firm is purchased by the group
Idéal Loisirs. One notes then the discontinuance of business (05/01/93) of
Solido SA following the plan of transfer at "SN (New Company) Solido" with
effect from 20th July 1993. And once more, the military range is victim of
these events with a brutal interruption which marks the end of this "second period".
History repeats itself except that this
time there is not really a break but a transfer on Verem.
Founded by Emile Véron in 1984, Verem SA is a small new subsidiary company (only ten
people) and whose seat is from now on localised in Bueil (Eure) close to Oulins.
1993-2000
This new production is characterized initially by republications of Solido's
models but the transfer at Verem is the beginning of a revival. even if the
military range does not find again the innovations of the initial period. Many
variants are based only on one new set of transfers or the application of an
bad camouflage. There are thus only few real innovations, and the old moulds
show a visible wear. But the number of the models suggested under various
references, like under the brand name Solido, grows each year. The introduction
in 1994 of the resin at Verem (in subcontracting with Provence Moulage near
Marseille) gives the possibility of unexpected evolutions.
In 1995, it is the beginning of collaboration with Stretton Models, installed
in Sandford Avenue in Church Stretton (countryside of Shrophire in England)
futur maker of transkits for the Tank Museum line.
Majorette Toys purchased a specialized line of production in Portugal (Novacars
factory). However the Ideal Loisirs team (Bernard and Françoise Farkas, Pierre
Sourdive) does not manage to start again the company (many dismissals at
Rillieux-la-Pape), and in January 1996 Triumph-Adler AG takes over the French
conglomerate "Idéal Loisirs/Majorette/Solido" becoming thus the second European
group of the toy industry.
This recovery by Triumph-Adler Toys & Leisure Business Group, presented like a
holding of SME and based in Nüremburg (Germany), appears advantageous for the
health of the SN Solido. The leaders change once more. Indeed, we find Cornelia
Sailer as Chairman of the board and Richard Mamez as General manager, as well
as an administrator representing Tectro Spielwaren GmbH (Petra Wibbe).
The sales turnover of the SN Majorette is in rise since 1997, and announces a
return to a positive result in 1998 (annual balance sheet: 60 million euros). A
success partly due to the reduction of the cycle of production. With the help
from Ernst & Young Conseil, the planning system of the production was
modernized (adoption of a management in tended flows for reduction of stocks).
A success also gotten by new products ; seven million is thus invested in 1998
in the site of Oulins, consolidated in the making of the products intended for
the adult collectors.
The expected fusion with Verem is recorded the 1996/12/30. Today, Solido and
Majorette (more than 40% of the French market) would seek to conquer the vast American market,
not without difficulties. It is true that more half of
the sales turnover of Majorette Toys comes from her exports. In 2000, Solido is
established in China and buy some spanish Mira's moulds, but it is always
possible to dream that, for a long time to come, the trucks will take the road from
the site of Oulins charged with famous miniatures "made in France".
To be continued...
Jean de Vazeilles |
Emile Véron |
|
The fully automatic
painting machine |
Inside a press for
diecasting |
The richness of Solido: 2500 steel moulds!
Track of Solido Tank
after moulding
Verem's workshop in
Bueil (France)
The Solido's Office at
Oulins (France)
A view of the Oulins
factory
Copyright © Lenours