Conrad (company)
Encyclopedia
Conrad GmbH is a German manufacturer of diecast
scale models primarily in 1:50 scale
for use both as toys and promotional models by heavy equipment manufacturers. Conrad is one of the few European diecast companies which have not outsourced production to China or elsewhere in Asia (Conrad Scale 2004-2011)
. The Conrad website says that Conrad started making diecast models in 1956, however it appears that Gescha used the Conrad name as a sub-brand first (Conrad website). Most diecast truck and heavy equipment models, for which Conrad became most well-known, were marketed as Gescha in the 1960s and 1970s. The name Conrad was increasingly used through the 1970s and by about 1980, the Gescha name was mostly discontinued.
The official website says that since 1987 the company has been run by Gunther Conrad assisted by his wife Gerde and assisted by their son, Michael. Thus the company has remained a family owned business, probably since about 1956 when the Conrad name was introduced when the Conrad family took control of Gescha.
Lately, some NZG Models have been marketed under the Conrad name, but normally the two companies remain fairly autonomous from one another, while competing for similar contracts. For example, Conrad had the Caterpillar line of construction vehicles through about 1990, but the licenses changed over to NZG sometime after.
Various websites show that prices for Conrad construction models vary greatly from about $55.00 (AU) for a Moffett forklift or $80.00 (AU) for basic Mercedes Sprinter ambulances to over $1,900.00 (AU) for some of the more complex Liebherr tower cranes (Quarry Diecast).
, Gama Toys
, or NZG. Conrad focused on Volkwagen and Audi (which NZG did not make) but like NZG, Conrad also did some Mercedes-Benz replicas. Similar to NZG, Mercedes-Benzes were cast in a larger 1:35 scale, indicating the size preferences of the client. By comparison, NZG made Porsche promotionals, while Conrad did not. Also similar to NZG, Conrad has not produced automobile models since the 1980s.
Observation of the selection and timing of promotional products of Conrad and NZG reveals a sophisticated relationship between model companies and real vehicle manufacturers - relationships rarely seen among toy manufacturers in England or Italy. In Germany, the contract of the model manufacturers, the choice of models and their appearance and packaging, appear to be more decided by the specifications of the specific German auto producing client, not the demands of the toy industry or the collector. This kind of relationship, however, was somewhat more common in France where even Citroen (for a time) made its own promotional models (Force 1991, p. 5).
The uniform packaging situation among different model manufacturers, then, causes brand confusion. Which models are made by Conrad and which by NZG or Cursor
? It is not always clear on the box - one could assume Mercedes-Benz itself might have made them. This is similar in a way to how Corgi Toys, Dinky Toys or Lonestar Toys were packaged similarly in the 1960s. But, by contrast, Corgi and Dinky were not making promos for competing companies, they were competing against each other.
Die-cast toy
The term die-cast toy here refers to any toy or collectible model produced by using the die casting method. The toys are made of metal, with plastic, rubber or glass details. Wholly plastic toys are made by a similar process of injection moulding, but the two are rarely confused...
scale models primarily in 1:50 scale
1:50 scale
1:50 scale is a popular size for diecast models from European manufacturers such as Conrad, Tekno, NZG, WSI and LionToys. Typically they produce scale models of construction vehicles, tower cranes, trucks and buses. These are often the official models distributed by the manufacturers of the real...
for use both as toys and promotional models by heavy equipment manufacturers. Conrad is one of the few European diecast companies which have not outsourced production to China or elsewhere in Asia (Conrad Scale 2004-2011)
From Gescha to Conrad
On early German toys the abbreviation "Ges. Gesch." was short for the German for "trademark registered". This may have led to the eventual name of the predecessor toy firm of Gescha which was established in 1923 (Force 1990, p. 91). Gescha specialized in wind-up tin toys similar to Schuco Modell or Gama ToysGama Toys
Gama is a German maker of toys, usually cars and trucks, dating from before World War I. The company is headquartered in Furth, Bavaria, near Nurnberg, a traditional German toymaking center.-History:...
. The Conrad website says that Conrad started making diecast models in 1956, however it appears that Gescha used the Conrad name as a sub-brand first (Conrad website). Most diecast truck and heavy equipment models, for which Conrad became most well-known, were marketed as Gescha in the 1960s and 1970s. The name Conrad was increasingly used through the 1970s and by about 1980, the Gescha name was mostly discontinued.
The official website says that since 1987 the company has been run by Gunther Conrad assisted by his wife Gerde and assisted by their son, Michael. Thus the company has remained a family owned business, probably since about 1956 when the Conrad name was introduced when the Conrad family took control of Gescha.
Models today
Conrad today has a line of over 90 separate models, mostly trucks and cranes. The appearance and finish of the diecast models themselves is similar to its competitor, NZG Models, though perhaps NZG's are slightly more adventurous in models contracted and slightly more realistic - but this is simply a perception. While NZG Modelle focuses more on construction and earth moving equipment, Conrad's line-up centers more on a variety of commercial trucks themselves. Several models, however, are quite distinct, like stationary construction cranes, tunnel borers, and jack hammer trucks.Various websites show that prices for Conrad construction models vary greatly from about $55.00 (AU) for a Moffett forklift or $80.00 (AU) for basic Mercedes Sprinter ambulances to over $1,900.00 (AU) for some of the more complex Liebherr tower cranes (Quarry Diecast).
Conrad's diecast cars
During the 1980s in particular, and similar to NZG, Conrad introduced automobile promotionals mainly in 1:43 scale. Fit and finish of the auto models was comparable to Schuco Modell, SchabakSchabak
Schabak is a die-cast toy producer based in Nurnberg, Germany. The company is well known for its line of German cars and commercial airline models.-A Rebirth of Schuco?:...
, Gama Toys
Gama Toys
Gama is a German maker of toys, usually cars and trucks, dating from before World War I. The company is headquartered in Furth, Bavaria, near Nurnberg, a traditional German toymaking center.-History:...
, or NZG. Conrad focused on Volkwagen and Audi (which NZG did not make) but like NZG, Conrad also did some Mercedes-Benz replicas. Similar to NZG, Mercedes-Benzes were cast in a larger 1:35 scale, indicating the size preferences of the client. By comparison, NZG made Porsche promotionals, while Conrad did not. Also similar to NZG, Conrad has not produced automobile models since the 1980s.
Observation of the selection and timing of promotional products of Conrad and NZG reveals a sophisticated relationship between model companies and real vehicle manufacturers - relationships rarely seen among toy manufacturers in England or Italy. In Germany, the contract of the model manufacturers, the choice of models and their appearance and packaging, appear to be more decided by the specifications of the specific German auto producing client, not the demands of the toy industry or the collector. This kind of relationship, however, was somewhat more common in France where even Citroen (for a time) made its own promotional models (Force 1991, p. 5).
Promotional packaging
Similar to NZG, Conrad model cars were packaged in virtually identical, standardized, silver boxes (down to vehicle likenesses on the flaps and the big blue serif lettering on the sides of the boxes). This is another indication demonstrating that the requirements of the client drive the model production and appearance. The model companies are closely knit to the real companies' requirements - something not quite as common sometimes with American promotional makers and the 'Big 3'.The uniform packaging situation among different model manufacturers, then, causes brand confusion. Which models are made by Conrad and which by NZG or Cursor
Cursor Models
Cursor Modell was a German company making models of antique and modern German vehicles. It is best known for its plastic replicas of vehicles mainly of the era 1880 to about 1920, produced for, and sold in, the Daimler-Benz museum in Stuttgart .-Museum Models:Cursor started making ultra detailed...
? It is not always clear on the box - one could assume Mercedes-Benz itself might have made them. This is similar in a way to how Corgi Toys, Dinky Toys or Lonestar Toys were packaged similarly in the 1960s. But, by contrast, Corgi and Dinky were not making promos for competing companies, they were competing against each other.
See also
- Model construction vehicleModel construction vehicleA model construction vehicle is a scale model or die-cast toy that represents a construction vehicle such as an excavator, crane, concrete pump, backhoe, etc....
- Engineering vehicleEngineering vehicleHeavy equipment refers to heavy-duty vehicles, specially designed for executing construction tasks, most frequently ones involving earthwork operations. They are also known as, construction equipment, construction plant, earth movers, engineering vehicles, or simply equipment...
- Diecast toy
- Scale modelScale modelA scale model is a physical model, a representation or copy of an object that is larger or smaller than the actual size of the object, which seeks to maintain the relative proportions of the physical size of the original object. Very often the scale model is used as a guide to making the object in...