In 1955, "Time" magazine declared Louis Marx the “Toy King” of the United States. That’s not surprising, considering it’s likely that every child—and parent—in the country had played with at least one of his toys at that point. Today, Louis Marx and Company is perhaps best known for its early wind-up tinplate toys, yo-yos, toy cars, HO and O scale train sets, and plastic playsets depicting everything from European battlefields to prehistoric dinosaur-filled landscapes. The company also made toy guns, dolls, doll houses, robots, and Big Wheels.

The first secret to his success was mass-producing high-quality toys and offering them at low prices. Competitors and critics mocked Marx toys as “cheap,” but they were simply “inexpensive.” The toys generally had uncomplicated designs, but sturdy, durable construction that lasted for years. And while Marx came up with quirky and creative playthings, his other big talent was marketing his products to a wide audience.

Marx started out as a toy salesman at Strauss Toy Company of New York, and then in 1919, he launched his own company with his brother, David. Their company didn’t have any factories when they started; they would simply contract out the production with established factories such as Strauss, C.G. Wood, Girard, and Carter, and then put the Marx branding on the toys, a circular logo with a big “X” behind “MAR.”

Then, in 1921, Marx rented factory space from Carter in Erie, Pennsylvania, and bought two dies from Strauss for an Alabama minstrel dancer and the Zippo climbing monkey. By the following year, these two tinplate clockwork toys had sold 8 million apiece, making the brothers millionaires. Marx found even more success when it began marketing its own whistling yo-yos, branded as Lumars. Within a decade, the company had sold 100 million of these whistling and non-whistling toys.

One key to Marx marketing was getting the low-cost toys in front of the public, through the Sears, Roebuck, & Co. and Montgomery Ward catalogs, and through distribution at chain stores like Woolworths. Early on, Marx developed a high-profile partnership with Disney, which proved lucrative, and created several toys based on popular comic-strip and radio-show characters like Popeye and Charlie McCarthy.

To make its popular wind-up toys—particularly vehicles ranging from carts to dirigibles—Marx would lithograph toy patterns onto large sheets of tinplated steel, which would then be die-cut, folded, and assembled. In order to keep production costs low, Marx would often repurpose dies, using the same model for several different toys. The Honeymoon Express, a wind-up train on a circular track with a plane circling above, became the Mickey Mouse Express and the Subway Express. The 1940 toy known as Tidy Tim Street Cleaner was originally Popeye pushing a barrel of spinach.

In the late '20s, Marx contracted with Girard Model Works to sell their Joy Line trains under the Marx brand. The business relationship lasted until the mid-’30s, when Marx acqui...

In the late '40s and early '50s, Marx began making the transition from die-cut tinplated steel to new, cheaper plastics. Because of this, the company’s old wind-up toys are treasured by toy fans and collectors today.

A particularly popular clockwork toy, Marx MerryMakers, features an elaborate scene of mice gathering around a piano to play music. A 1935 wind-up toy depicted a fireman gripping a ladder. When activated, the fireman, which was a separate piece, would actually move his legs to step up and down on the ladder. Some collectors will put two firemen on the ladder, but the toys were not sold this way.

Marx cars often featured unexpected and lively elements. Comic Car, a 1932 jalopy featuring four college boys, curved forward, stopped, and then backward in an arc. This car, like the 1940 Charlie McCarthy Buggy, had big rear wheels, a pattern that could also be used for a tractor. The 1932 Amos ‘n’ Andy Fresh Taxi would move forward, stop, and shake. Since these toys were mass-produced, the tin and its lithography has to be in top condition for the toy to have any value.

Sometimes Marx failures are the most treasured today. A 1936 tin train called Bunny Express, with a rabbit-shaped engine and open cars meant to pull candy, instantly flopped when it was released for the Easter season. Since few were made, collectors are always looking for this toy.

In the 1930s, Marx realized that World War II might lead to metal shortages, so the company began developing plastics that could be used to produce 100-piece playsets. These elaborate scenes, first issued in 1948, usually featured a structure like a fort or castle made out of lithographed tin, which formed the backdrops for scores of plastic figures in conflict, like cowboys and Indians or Union and Confederate soldiers.

Almost any fictional or historical scene you could imagine was created as a Marx playset. While they came stuffed to the gills with toys, these sets usually sold for $4-$7 apiece. Many were made based on popular TV shows such as “Gunsmoke,” “Ben Hur,” or “The Untouchables." As space toys exploded in popularity, playsets with themes like moon base or Cape Canaveral were offered. The 1961 Prehistoric Playset, with its plastic dinosaurs, cavemen, trees, and rocks, is particularly rare now.

In 1964, Marx produced and distributed Rock ‘Em Sock ‘Em Robots, a tremendously popular plastic 3-D game developed by the freelance toy design firm of Marvin Glass and Associates, which sold most of its innovative game ideas to Ideal. Five years later, Marx introduced its next big hit, a large plastic tricycle called Big Wheel, which was one of the top-selling toys of the '70s and has a place in the National Toy Hall of Fame.

In 1972, Marx, which was too slow to jump on the electronic-toy bandwagon, was purchased by Quaker Oats, and by 1975, its manufacturing facilities were closed. Marx assets have been purchased by various concerns, and some of its tin and plastic toys were reproduced in the 1980s.

About our sources | Got something to add?

▼ Expand to read the full article ▼

Best of the Web (“Hall of Fame”)

Museum of Childhood

Museum of Childhood

Embrace your inner child on this website from the Victoria and Albert Museum, filled with high-quality images and i… [read review or visit site]

The Wheelmen

The Wheelmen

This elegant tribute to turn-of-the-century bicycling includes memorabilia, photographs, and an index of 3140 bicyc… [read review or visit site]



Clubs & Associations

Other Great Reference Sites

Most watched eBay auctions    

Old Tin Marx Royal Bus Lines *vintage 1930's Wind-up ToyVintage Marx Steam Engine 333 & Santa Fe TenderMarx Cattle Truck Livestock Truck Near Mint In Box With Bag And Animals PlaysetVintage Louis Marx 1950s Tin Skyscraper Playset Rare N/r ToyMarx Trains Seaboard Diesel Custom SetOld Tin Marx Lasalle Car *vintage Pressed Steel ToyVintage 1930s Louis Marx The Bomber Drops Bombs Tin Toy AirplaneVtg Marx Lido Mpc Timmee? Playset Parts Monster Figures Frankenstein & More Pa19Marx Train 0/027 Gauge Military Army Supply Ordnance Gondola Car W/missile LoadVintage Marx Sears Farm Play Set W Instructions Animals Barn Tractors Coop LargeVintage Marx Fort Apache Playset Figure Lot 150 Pc ++ Dearborn Rin Tin TinTv And Radio Station Toy By Marx = 27 Inches Long - Original BoxOld Tin Marx North American Lines Moving Truck Vintage Pressed Steel Wind-up ToyLouis Marx Battleground Playset Series 2000O Gauge Train Marx 1998 Union Pacific Orange Switcher Diecel Locomotive EngineOriginal 1930's Marx Windup Siren Police Car With Electric LightsMarx Midget Special Indianapolis 500 Tin Lithographed Wind-up Car #2 5" LargeVintage 1930's Tin Marx Lonesome Pine Travel Holiday TrailerMarx Vintage Rare Train Special Flatbed Hauling Large Motor / Tool Box / CableMarx Train 0/027 Gauge Military Army Supply Radio Passenger CarMarx O Flat Car W/barrels 2 Light Searchlight Car 536157Vintage Marx Tin Wind Up Roll-over Stunt PlaneMarx 400 Us Army 5-pc TrainVintage Stream Line Steam Type Electric Train Set Louis Marx & Co.- IobMarx 1967 Girl From Uncle April Dancer Tv Spy Action Figure Man $2Vintage Marx Flash Gordon Tin Wind Up Rocket FighterHuge Lot Vintage Marx Battleground Desert Fox Wwii Playset Toy Beachhead EuropeMarx Train 0/027 Gauge Military Army Supply Machine Gun Cannon CarMarx Train 0/027 Gauge Military Army Supply Gun Cannon CarRare, Vintage Japan, Linemar Marx Atomic Submarine Barrery Op Toy; Excel In BoxMarx Army Truck And Cannon - Complete And Nice With Cover Vintage 1950s Tin ToyVintage Marx Toy Cap Gun ThundergunMarx Vintage Johnny West Action Figures And Accessories Lot. 12" Figures.Vintage Marx Battleground 4757 Playset W/box ***wow***Roy Rogers Rodeo Ranch Marx Playset Massive Parts Lot - Louis Marx Johnny West Horses Accessories Guns MailAntique 1941 Marx Dumbo Tin Litho Wind Up Toy Walt Disney Rare VtgOld Tin Marx Sky Hawk Planes *vintage Wind-up Toy% 1950's Marx Fort Apache Play Set In Original BoxAntique Vintage Tin Wind Up Louis Marx Old Jalopy Tin Toy CarMarx Train 0/027 Gauge Operating Military Army Supply Flat Searchlight CarVintage Louis Marx Rin Tin Tin At Fort Apache Set In BoxHuge Marx Pan American Airlines 4 Prop Flagship Pressed Steel Airplane P2Vintage Marx 1940's Hi Way Express Cross Country Service Truck Hauler Vintage Plasticville & Marx O Gauge 1950's Train, Buildings And Signs Lot.Marx Train 0/027 Gauge Military Army Supply Official Observation Passenger CarMarx Daniel Boone,johnny West,chief Cherokee,accessories,1960sVintage Marx Train O Scale #333 New York Central Engine & Coal TenderVintage Johnny West Buffalo 1967 Marx Toy Plastic Vintage 1950's Marx Lumar Machinery Service Truck With Hoist LiftVintage Marx O Gauge 8 Wheel Box Car Union Pacific1960's Marx Toys Miniature Play Set Western Town Hk-8933 No. 48-24398 Vintage Marx Hooton' Hollow Haunted HouseVintage Marx Sears Allstate Hydraulic Dump Truck ***nice Original Condition***Marx(johnny West) Chief Cherokee W/ Complete Set Of Accessories, Manual & Box1940's Marx Dick Tracy Squad Car No. 1 Friction Drive 1966 Batman And Robin Toy Pinball Machine / Game Made By Marx Co. Neat!Lot 4 Figures Louis Marx 1960's Johnny West Cowboy Western Plastic AccessoriesMarx Tin 4 Bay Hopper Car Coal O Gauge Train Freight 1940 S Post Ww1146 Vintage Marx 1950's Civil War Playset Powder Blue Union Soldiers