Topper Corporation was a

United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...

toy A toy or plaything is an object that is used primarily to provide entertainment. Simple examples include toy blocks, board games, and dolls. Toys are often designed for use by children, although many are designed specifically for adults and p ...

and

board game A board game is a type of tabletop game that involves small objects () that are placed and moved in particular ways on a specially designed patterned game board, potentially including other components, e.g. dice. The earliest known uses of the ...

manufacturer based in

Elizabeth, New Jersey Elizabeth is a City (New Jersey), city in and the county seat of Union County, New Jersey, Union County, in the U.S. state of New Jersey.Henry Orenstein Henry Orenstein (born Henryk Orenstein; October 13, 1923 – December 14, 2021) was a Polish-born Jewish-American toymaker, professional poker player, entrepreneur and Holocaust survivor who resided in Verona, New Jersey. A survivor of five N ...

, a holocaust survivor, produced toys under several brand names including:

Johnny Lightning Johnny Lightning is a brand of diecast model cars launched in 1969 by Topper Corporation (owner of the "Topper Toys" brand), similar to the hugely successful Mattel's Hot Wheels cars. They were notable at the time for being extremely fast compa ...

(

scale model A scale model is a physical model that is geometrically similar to an object (known as the ''prototype''). Scale models are generally smaller than large prototypes such as vehicles, buildings, or people; but may be larger than small protot ...

cars A car, or an automobile, is a motor vehicle with wheels. Most definitions of cars state that they run primarily on roads, seat one to eight people, have four wheels, and mainly transport people rather than cargo. There are around one billio ...

, released in 1969), Johnny Seven OMA (

toy weapon Toy guns are toys which imitate gun, real guns, but are designed for recreational sport or casual play by children. From hand-carved wooden replicas to factory-produced pop guns and cap guns, toy guns come in all sizes, prices and materials suc ...

), Dawn doll, and Suzy Homemaker. Products manufactured and commercialised by Deluxe Reading included scale model cars, toy weapons,

doll A doll is a physical model, model typically of a human or humanoid character, often used as a toy for children. Dolls have also been used in traditional religious rituals throughout the world. Traditional dolls made of materials such as clay and ...

toy robot A toy or plaything is an object that is used primarily to provide entertainment. Simple examples include toy blocks, board games, and dolls. Toys are often designed for use by children, although many are designed specifically for adults and p ...

action figure An action figure is a poseable character model figure made most commonly of plastic, and often based upon characters from a film, comic book, military, video game, television program, or sport; fictional or historical. These figures are usually ...

s, among others. After a failed attempt to take the company public, Topper Toys closed in 1971 and went into

bankruptcy Bankruptcy is a legal process through which people or other entities who cannot repay debts to creditors may seek relief from some or all of their debts. In most jurisdictions, bankruptcy is imposed by a court order, often initiated by the deb ...

in 1973.

Overview

The company was originally established by

Henry Orenstein Henry Orenstein (born Henryk Orenstein; October 13, 1923 – December 14, 2021) was a Polish-born Jewish-American toymaker, professional poker player, entrepreneur and Holocaust survivor who resided in Verona, New Jersey. A survivor of five N ...

as "Deluxe Toy Creations" in 1951. In late 1950s, Orenstein sold the company for $2 million (although he continued in charge of the business), and the name was changed to "Deluxe Reading Toys". Orenstein would buy back the company in 1966 for $49 million, also bringing back the "Deluxe Topper Toys" name.Topper Toys History
on JLToppers.com For boys, the

(launched in 1969) and Johnny Seven O.M.A toys were the most popular; for girls, the Dawn Doll. Deluxe Reading dolls were sold in the 1950s–1970s through supermarkets and are often referred to as Grocery Store Dolls. They were an inexpensive alternative to department store dolls, although of similar quality. Another successful toy for girls was the "Dream Kitchen" (circa 1961) which consisted of four 12-inch-tall colorful kitchen appliances, a kitchen table and four chairs. This toy was unique in that the sink worked with water, the oven contained batteries which revolved a plastic turkey on a spit inside the oven, the refrigerator had pull-out shelves, and the dishwasher also worked with water. Also included were scores of food boxes, cleaning supplies, food replica items, plates, utensils and more. The box proclaimed that it held "176 pieces." The size of the set perfectly matched the size of

Barbie Barbie is a fashion doll created by American businesswoman Ruth Handler, manufactured by American toy and entertainment company Mattel and introduced on March 9, 1959. The toy was based on the German Bild Lilli doll, Bild Lilli doll which Hand ...

, a toy doll which was wildly popular at that time. As of 2014, this kitchen toy set can be seen on sale (used) for up to $400. They were also the first company to manufacture ''

Sesame Street ''Sesame Street'' is an American educational television, educational children's television series that combines live-action, sketch comedy, animation, and puppetry. It is produced by Sesame Workshop (known as the Children's Television Worksh ...

'' dolls officially licensed by

Children's Television Workshop Sesame Workshop (SW), originally known as the Children's Television Workshop (CTW), is an American nonprofit organization and television company that has been responsible for the production of several educational children's programs—includin ...

and

Henson Associates The Jim Henson Company, Inc., formerly known as Muppets, Inc., Henson Associates, Inc., and Jim Henson Productions, Inc. (commonly referred to as Henson), is an American entertainment company located in Los Angeles, California. The company is kn ...

, until the company's financial problems caused CTW and Henson to terminate the contract in January 1973. The toys were packaged in large, colorful boxes that could be easily seen atop grocery store shelves. The top shelf is typically unusable for typical grocery items and this sales gimmick was used by Deluxe Reading as a selling point to retail store owners. The large, electrically operated Crusader 101 toy car is an example of the marketing concept. The Topper Toys trademark and assets were liquidated in the late 1970s, with the marks and toy molds purchased by Jay Horowitz of American Plastic Equipment, who later transferred all rights to American Plastic Equipment's subsidiary, American Classic Toys.

Notable toys

Board games

* Charley n' Me * Fat Sam * Fingers Harry * Silly Safari

Dolls

* Baby Magic (doll) * Candy Fashion (doll) * Dawn Doll * The Go-Go's * Lil Miss Fussy * Lillie Doll * Penny Brite Doll (1963) * ''

'' (1970–73) * Suzy Cute Doll (Topper Toys 1964)

Vehicles

* Battlewagon (ship) * Crusader 101 (car) * Johnny Express (truck) *

(cars) * Johnny Speed (construction kit) * Johnny Toymaker (various) * Tiger Joe (

tank A tank is an armoured fighting vehicle intended as a primary offensive weapon in front-line ground combat. Tank designs are a balance of heavy firepower, strong armour, and battlefield mobility provided by tracks and a powerful engine; ...

)

Weapons

* Defender Dan ( machine gun) * Johnny Eagle * Johnny Seven OMA (rifle, 1964) * Multi-Pistol 09 (1965) * Secret Sam (

spy Espionage, spying, or intelligence gathering, as a subfield of the intelligence field, is the act of obtaining secret or confidential information (intelligence). A person who commits espionage on a mission-specific contract is called an ''e ...

kit) * Secret Sam

Pipe Pipe(s), PIPE(S) or piping may refer to: Objects * Pipe (fluid conveyance), a hollow cylinder following certain dimension rules ** Piping, the use of pipes in industry * Smoking pipe ** Tobacco pipe * Half-pipe and quarter pipe, semi-circular ...

Shooter * Secret Sam Spy Accessories * Sixfinger (plastic finger)

Toys

* The Chief (firetruck and figures) * Clock-A-Word * Ding-A-Ling (

) * Dream Kitchen (c. 1961) * Funny Face * Jimmy Jet (

military aircraft A military aircraft is any Fixed-wing aircraft, fixed-wing or rotorcraft, rotary-wing aircraft that is operated by a legal or insurrectionary military of any type. Some military aircraft engage directly in aerial warfare, while others take on su ...

) * Johnny Astro * Johnny Spacemobile X-7 * Johnny Service ( repair shop) * Motorized Monster Maker (kit) * Mr Pierre * Operation X-500 (rocket launcher with base, 1960) * Playmobile Dashboard (1961) * The Tigers (military

s, 1966) * Super Helmet (1966) * Suzy Homemaker Oven ;Notes

References

{{Reflist Toy companies of the United States Defunct toy manufacturers Defunct companies based in New Jersey Companies based in Essex County, New Jersey