If placed bumper-to-bumper they would circle the Earth more than six times — assuming they could be prized from the possessive fingers of their owners. Shortly thereafter, Lesney co-owner Jack Odell created a toy that effectively paved the way for the company's future success. It immediately became evident that special, low-volume models of this nature were highly desirable from both the sponsor and the collectors' perspective, as well as being profitable for Matchbox. The size of the models and their clever packaging allowed Matchbox to occupy a market niche barely touched by the competition and certainly not by Dinky ; the associated price advantage made Matchbox models affordable for every child, and helped establish Matchbox as a household word for small toy cars, whatever the brand. AlloyGator alloy wheel protectors 13 May Matchbox launched in with three models: MB — unrelated to any number used in any market — is cast onto each baseplate. Racing track sets and the like were also released to allow children to race their cars. This toy ultimately became the first of the miniature range. The toys proved to be unpopular, and the line was soon discontinued. In the Sixties, Lesney would become the fourth largest toy company in Europe, with 14 factories in and around London producing more than , models a week.
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Next year, Matchbox, with a new team in charge based in El Segundo, California , started a return to the company's roots by selling realistic, well-detailed models, most of which were based on real prototypes , although mostly of American cars, or brands well known on the American market. In May , it sold the brand to Tyco Toys , the toy division of which was bought out in turn by Mattel in , uniting Matchbox with its longtime rival Hot Wheels under the same corporate banner. Starting in and particularly in , new models appeared with wider tyres, and older models including trucks still in the line were retooled to fit slicks.