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Joy Toys-A 1970s Catalogue
In the early 1970s, Joy Toys was competing in a changed market. The removal of tariffs meant that toys produced more cheaply in Asia were able to flood the market, and this led to the closure of a large proportion of what had previously been very successful Australian toy companies.
This catalogue, produced in about 1971-3, illustrates the changing production that Joy Toys undertook, to try and remain in business. It was a time of transition, from the more expensive and labour-intensive quality of the 1920s-60s, to cheaper, synthetic (and more competitive) toy production. Continue Reading…