Bestoys & N.E.S.Toy Catalogues, Pamphlets and Advertisements
Nazzareno Bonaretti, compared to some of the other "big names" in the Australian toy industry at the time, did not advertise directly to the consumer preferring to offer his range of quality wooden toys and nursery furniture to discerning wholesalers and retailers by way of catalogues and pamphlets. He believed the excellence of his products would speak for itself.
He did not produce a new catalogue every year, skipping a year now and then. Below are all the Bestoys and N.E.S.Toy catalogues and pamphlets available at present. The search continues for those few that are missing...
He did not produce a new catalogue every year, skipping a year now and then. Below are all the Bestoys and N.E.S.Toy catalogues and pamphlets available at present. The search continues for those few that are missing...
c1958-1959
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On Friday, 14th March, 1958, Nazzareno and Ebe Bonaretti returned the toy making business they purchased from Roy Waddell barely a year earlier, on 12th March, 1957.
At around the same time Bestoys came into being, selling its range through wholesalers. This catalogue, printed with distributor's name S. Hoffnung & Co Ltd and with the phone number B0240 has no date on it however, it must precede the PMG's changeover from letter-and-number telephones to numbers only in August, 1959. Printed by: Unknown Number of pages: 12 including cover; monochrome throughout on white semi-gloss stock Cover: Yellow paper stock printed in red | ||||
1963
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There may have been one or two catalogues printed between 1959 and 1963...unknown at this stage.
Wholesalers and distributors of Bestoys products were given large quantities of catalogues each year with the intention that they, the wholesalers, would give them to the retailer. With this in mind, and from time to time, Jim Bonaretti had an open letter to the retailer explaining various circumstances pertaining to the Bestoys range. Printed by: Unknown Number of pages: 12 including cover; black ink with pale green highlights on white semi-gloss stock Cover: White semi-gloss stock printed in black with pale green highlights | ||||
1965
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There may have been a catalogue printed in 1964...unknown at this stage.
1964-1965 saw an increase in the product range and with that, an increase in the number of catalogue pages. Also during this time, the decoration of many products changed from stencilled spray-paint to silk-screened. Printed by: W.C. Penfold & Co. Pty. Ltd. - Printers - Sydney Number of pages: 16 including cover; black ink on white semi-gloss stock Cover: White semi-gloss stock printed in black and blue background | ||||
1966
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1966 was the year of the Barbie and Sindy dolls and Bestoys "Contessa" Wardrobe to accommodate their burgeoning ensembles. It was also the year of gold trim on a number of toys and nursery furniture including the "Contessa", hence the gold catalogue.
Printed by: W.C. Penfold & Co. Pty. Ltd. - Printers - Sydney Number of pages: 12 including cover; black ink on white semi-gloss stock Cover: White semi-gloss stock printed in black and gold background | ||||
1967
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Corinite was becoming all the rage for decorating homes and top furniture manufacturers were using it in their upmarket range. It followed that Jim Bonaretti, always market-leader in the wooden toy industry, would incorporate Corinite particleboard and hardboard in the Bestoys range. 1967 was also the year of bright colours, moving away from the traditional red and blue on white - lead-free yellow was difficult to obtain.
Printed by: Pratten Bros. Pty. Ltd. - Printers - Sydney Number of pages: 16 including cover; black ink on white semi-gloss stock Cover: White semi-gloss stock printed in black and orange background | ||||
1968
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The larger format of Bestoys 1968 catalogue moved from orange to mauve cover and from black to brown print reflecting the extensive use of woodgrain Corinite in the Bestoys range.
Printed by: Alliance Printing Co. Pty. Ltd. - Melbourne Number of pages: 12 including cover; black ink on white semi-gloss stock Cover: White semi-gloss stock printed in brown and mauve background | ||||
1969
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1969 saw fierce competition with cheaper Australian-made wooden toys and nursery furniture so, rather than compromising the quality of the Bestoys range and jeopardising its hard-earned reputation of excellence, Jim Bonaretti introduced an entirely new range to compete directly with the more-economic competition.
Bestoys continued with a slightly reduced range of toys and nursery furniture, even introducing a few new items. Bestoys Catalogue Printed by: Walter Williams Pty. Ltd. - Printers, Burwood, N.S.W. Number of pages: 16 including cover; blue ink on white semi-gloss stock Cover: White semi-gloss stock printed in blue and a lighter blue background N.E.S.Toy Pamphlet Printed by: Unknown Number of pages: 1 sheet, double-sided, black ink on white semi-gloss stock, with 3 folds Cover: White semi-gloss stock printed in black | ||||||||
1970
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Alltoys International Pty. Ltd. - registered company owned by Nazzareno and Ebe Bonaretti began distributing the full range of Bestoys and N.E.S.Toy products.
Bestoys Catalogue Printed by: Grant & Walker Pty. Ltd. Number of pages: 16 including cover; black ink with red highlights on white semi-gloss stock Cover: White semi-gloss stock printed in black and red background N.E.S.Toy Pamphlet Printed by: Unknown Number of pages: 1 sheet, double-sided, black ink on white semi-gloss stock, with 3 folds Cover: White semi-gloss stock printed in black | ||||||||
1973
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The first year that Bestoys produced a full-colour catalogue, however the results were less than expected. It was also produced in a smaller format on better-quality semi-gloss stock.
This year, an extended colour range for some products was introduced. Green and primrose augmented the standard pink and blue option. Printed by: Unknown Number of pages: 16 including cover in full colour Cover: White semi-gloss stock printed in full colour | ||||
c1979-1981
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When the exclusive distributorship deal was finalised with George Wills & Co Pty Ltd NSW on 1st September, 1978, a new catalogue was produced shortly after which incorporated both the Bestoys and N.E.S.Toy ranges into the one brochure.
Printed by: Unknown Number of pages: 1 sheet white semi-gloss stock printed both sides in full colour with 2 folds Cover: White semi-gloss stock printed in full colour | ||||
1983
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By July, 1981, the exclusive distributorship deal with George Wills & Co Pty Ltd NSW ended. A new catalogue was produced possibly mid-year. This brochure also incorporated both the Bestoys and N.E.S.Toy ranges.
Printed by: Unknown Number of pages: 1 sheet white semi-gloss stock printed both sides in full colour with 2 folds Cover: White semi-gloss stock printed in full colour | ||
1983
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This pamphlet was intended to introduce the newest toys and nursery furniture in the Bestoys and N.E.S.Toy ranges and was printed in February, 1983, most likely before the full colour catalogue/brochure (above) was produced.
Printed by: In house by Snap Instant Printing Number of pages: 1 sheet A3 80 gsm white bond printed both sides in black ink; folded to A4 Cover: No | ||
1983
Alltoys International Pty Ltd Wholesale Price List - page 1
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Alltoys International Pty Ltd Wholesale Price List - page 2
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Alltoys International Pty Ltd 1983 Wholesale Price List
The listed prices were those charged to retailers and were subject to additional Sales Tax of either 7½% for nursery furniture or 20% for toys. These same prices were offered to wholesale distributors discounted 30% and not taxed if the distributor had a Sales Tax exemption. Alltoys also offered its retail customers a 'bulk buying' discount if the 'Discount Pack' quantity was purchased. Printed by: In house by Snap Instant Printing Number of pages: 1 sheet A4 80 gsm green stock printed both sides in black ink Cover: No |
1984
Bestoys and N.E.S.Toy 1984 Specifications - Page 1
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Bestoys and N.E.S.Toy 1984 Specifications - Page 2
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Bestoys Pty Ltd & N.E.S.Toy 1984 Specifications
This listing details the products that were offered or still being produced in 1984 together with product code number, description, overall assembled dimensions, colour range, whether assembly was required, how the item was packed and overall dimensions of the packaging. It doesn't list the weight of any item as shipping for these was based on volume. Printed by: In house by Snap Instant Printing Number of pages: 1 sheet A4 80 gsm white bond printed both sides in black ink Cover: No |
Newspaper & Magazine Ads
"It pays to advertise” is a saying that appeared in many 19th century newspapers, often ending “in/with the (newspaper name).” The slogan was developed because many businesses at the time thought that advertising was a waste of money. “It pays to advertise” has been cited in print since at least 1861. (with thanks to https://www.barrypopik.com/index.php/new_york_city/entry/it_pays_to_advertise_advertising_adage)
Jim Bonaretti thought so too but commercial television advertising was far too expensive for a young family business. Instead, he gave away packs of products on TV game shows including Video Village and The Great Temptation among others. Since Bestoys did not sell directly to end-users or consumers, his main focus was to advertise with trade magazines and almost exclusively, the Australasian Sportsgoods and Toy Retailer - better known simply as "The Retailer".
These are a few of the many advertisements placed by Jim over the years:
Jim Bonaretti thought so too but commercial television advertising was far too expensive for a young family business. Instead, he gave away packs of products on TV game shows including Video Village and The Great Temptation among others. Since Bestoys did not sell directly to end-users or consumers, his main focus was to advertise with trade magazines and almost exclusively, the Australasian Sportsgoods and Toy Retailer - better known simply as "The Retailer".
These are a few of the many advertisements placed by Jim over the years:
Ad placed in the Sydney Morning Herald edition 20th November, 1967 to help retailers sell and lay-by Bestoys products for Christmas
Retailers' Catalogues & Pamphlets with Bestoys or N.E.S.Toy Products
These brochures, catalogues, pamphlets and newspaper advertisements include Bestoys or N.E.S.Toy products after 1985 the companies were sold to the new owners of Lumberjack Toys.
Uncle Pete's Magic Toy Lay-by Sale - c1993
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Using the release of Jurassic Park movie as a guide to the date when this Christmas Lay-by catalogue was published, this 16-page full-colour catalogue is full of exciting toys and games for children from toddlers to teenagers.
This catalogue's link to Bestoys is the Wooden Rocking Cradle for $29.99 on page 7. |
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Go to Bestoys Cots & Cradles and see "Lullabye" Cradle.
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Toyland Christmas Layby Sale Catalogue - c1994
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By 1993 Uncle Pete's toy shops had returned to trading in the black after several years of trading losses but it was not to continue and, by 1994, Toyland came into being at the same locations Uncle Pete's had been.
The catalogue illustrated here is most likely from 1994 as July 1995 saw the Sydney telephone numbers add a '9' in front of them. This catalogue also is in the same format as Uncle Pete's and is presented in 8 full-colour pages. This catalogue's link to Bestoys in the Toy Box for $49.99 on page 3. |
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Go to Bestoys New Colour Range 1972-1985 and compare the original Bestoys Settee Toybox.
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Catalogues and Brochures Featuring Lumberjack Toys
With the generous input by Julie Windus of Lumberjack Toys, the following catalogues not only feature some of the Lumberjack products but also illustrate the trend in toys of their day. A wonderful insight into the mindset of children before mobile phone and, indeed, computer games. The Windus family sold Lumberjack Toys in 1983.
ABC Toyshops Christmas Catalogue 1978
ABC Toy Shops 1978 Christmas Catalogue
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The Toy Box & Hobby Centre at 999 Victoria Road, West Ryde belonged to "the Independent Toy Specialists ABC Toy Shops". It and the association no longer exist but, in 1978, the group offered "Christmas Shopping Super Bargains" by way of this catalogue.
Lumberjack Toys featured its Doll's House for $35.95 on the front cover. To download the PDF of ABC Toy Shops 1978 Christmas Catalogue click link below:
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1978 Lumberjack Doll's House in ABC Toy Shops catalogue
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Toyworld Christmas Catalogue 1980
Toyworld 32-page Christmas Catalogue 1980 - cover
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Toyworld printed catalogues for each of their branded franchises. This copy was printed for Casey's Toyworld of Gosford. While no longer a Toyworld store, they are still going strong. Their history can be read here: https://www.caseystoys.com.au/flex/about-caseys-toys/4/1
Lumberjack Toys feature on page 7 - Doll's House by Lumberjack for $29.98, and Esso Service Station on page 12 for $19.95. Also of note is Lindsay's Cubby House and Cowboy Tents on page 22. The Cowboy Outfit on page 23 may be from A.L. Lindsay or their competitor, Sterns Playthings. Go to the Lumberjack Toys page here:
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Vintage Retail Catalogues
In researching the history of Bestoys and its products, 19th and early 20th century catalogues from Australia, Great Britain, the United States and Canada showed that some of the items produced in the late 20th century by Bestoys were, indeed, being manufactured in one form or another in the late 19th century by others.
Pages from Anthony Hordern, Harrods, Sears Roebuck and others may be accessed by the link below and will be added to as and when more come to light.
How things have changed but how they've remained the same!
Pages from Anthony Hordern, Harrods, Sears Roebuck and others may be accessed by the link below and will be added to as and when more come to light.
How things have changed but how they've remained the same!
Vintage School Woodworking Books to Make Toys
So many courses were taught in school - to boys mainly - on woodworking and toymaking. Books written by those teachers included handy hints and patterns to make all sorts of toys to sell and benefit their school or church, or to enjoy themselves.
Many of the designs and patterns contained in these books are still relevant today.
These books, and many more like them, make for very interesting reading for anyone researching the history of toys and toymaking...
Many of the designs and patterns contained in these books are still relevant today.
These books, and many more like them, make for very interesting reading for anyone researching the history of toys and toymaking...
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American School Toys by Charles A. Kunou was published in 1920 shortly after the Great War. The introductions by various education directors gives insight into the activities of schools during the war.
See also https://archive.org/details/americanschoolto00kuno/mode/2up
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Toy Craft by Leon H. Baxter was published in 1922 and was directed at boys and girls to make their own toys.
See also https://archive.org/details/toycraft00baxt/mode/2up?view=theater
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Advanced Toy Making by David M. Mitchell was published in 1922. Mitchell was Instructor of Manual Arts at Wilson Junior High, Cleveland, Ohio [USA].
See also https://archive.org/details/advancedtoymakin00mitc/mode/2up
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