Swiss canister sets from the 50s and 60s
Posted by Huw,
Our new season of #ThrowbackThursday articles kicks off with this one on an interesting aspect of LEGO's early history, by Gary Istok:
1957 was a milestone year for the LEGO building toy. Sales had already started in Denmark in 1949, Norway in 1953, Sweden in 1955, and Germany in 1956. LEGO sales were introduced in Switzerland and Netherlands in early 1957, and in Austria, Belgium and Portugal in late 1957.
As most people know Kiddicraft was the inspiration for LEGO (to put it diplomatically). Switzerland was the first LEGO country that already had a Kiddicraft patent. However, by 1957 the resemblance between LEGO and Kiddicraft was no longer a problem. LEGO had introduced the System of Play in 1955, in non-slotted bricks and a different window system, so that there could be no confusing them.
In December 1956 Ole Kirk Christiansen and his son Godtfred Kirk Christiansen were in Frankfurt Germany to meet the future head of LEGO Switzerland, John Scheidegger, to plan out the introduction of LEGO sales in Switzerland. The Christiansens brought along LEGO basic set boxes, spare parts packs, and a model of the Town Plan glued onto a Masonite board.
Since Switzerland was multilingual, with German and French being the main language of over 90% of the country, it was decided to print up boxes in German and French. However, at some point LEGO in Switzerland took a different turn than in other LEGO countries of Europe. Instead of flat basic set boxes, as found elsewhere in Europe,
Switzerland ended up with most basic sets in tall canisters with zinc metal tops, that could be removed. The reason for this is not entirely clear, but it could be that Switzerland's major toy store chain FRANZ CARL WEBER (found in 20 of Switzerland's largest cities) may have wanted canister sets for LEGO sales. So sales of LEGO sets in Switzerland were different from in all other European countries.
The 1957-60 LEGO basic sets 700/0 to 700/6 were bilingual canisters, with the parts count and price written on the canisters.
1957-58 Swiss spare parts packs were also bilingual, with one long and short side of the box in either German or French.
Many known Swiss canister LEGO basic sets have the FRANZ CARL WEBER toy store label on the canister zinc top, with a list of the toy store locations throughout Switzerland.
In 1960 all European LEGO sets had new box designs introduced. This was also the case in Switzerland, where the canister sets were given a new look, as seen in this 1962 Swiss catalogue image.
The 1960-65 Swiss canister sets shown here, include the introduction of a new size from 1964-65. That would be the short fat 700/4 size, which, due to its very short production run, is the rarest of all the Swiss canister sets.
All the 1957-65 Swiss canister sets had red and white LEGO bricks, red windows/doors, and the large sets also came with grey 10x20 thick baseplates.
Because Swiss canister sets were unique in shape, it required LEGO to produce a unique display rack for holding the sets. This is a 1960s Swiss retailer catalogue image showing the display rack for the sets, with a 1960s Town Plan board at the top to add interest to the display.
With the introduction of new LEGO set designs in 1965, Swiss canister sets were discontinued. Switzerland from then on used the same LEGO basic set boxes as the rest of Europe. Also, LEGO had a LEGO production plant in Baar Switzerland for many years. However, that LEGO plant opened in 1974, long after the Swiss canister sets were discontinued. So all Swiss canister sets were imported from Billund Denmark.
Images courtesy of Sven, Lothar, and Jim.
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25 comments on this article
Never seen or even heard of these. (Almost) Every day you learn something new here.
The only cannister I knew of was from the 'Boekentoren' in Gent designed by LEGO Certified Professional Dirk Denoyelle.
I like this ThrowbackThursday so much ;-)
Thanks @Huw!
Fascinating!
So there is hope for LEGO x Pringles after all
TOO COOL O.O
I absolutely love these. Maybe Lego needs to introduce a "Nostalgia" line which literally just recreates products from throughout the company's history, perhaps with a few modern reimaginings here and there for fun.
As always grant article Gary.
@Xiaolong Samsonite also sold canister sets in the early 60s. In the US toys like Lincoln Logs and Tinker Toys were sold in canisters at the time. So the thinking was US consumers expected building toys to be sold in canisters.
Don't forget about the bionicle canisters from 2001/2002
The forbidden Pringles
Funny enough, LEGO brought back the Canisters for lines such as Bionicle in the early 2000's, and then discontinued them again in 2013. I really hope LEGO Canisters return again someday, because they are a lot of fun.
I don't know if I received one of these Swiss canisters, but I had HO trucks, VW bus, a car with the small garage, dark trees and the garage with the automatic opening door.
When with my parents we moved in our new house in December 66, my grandad made me for Christmas a customized box with two drawers to store all my LEGOs.
But remember the JOUETS WEBER shop in Lausanne where was bought my first train, the 4.5 V locomotive, set 112-2.
The link to Kiddicraft background information is quite useful, I have bookmarked that website and will be using it in the future, thanks.
Interesting the 1962 catalogue image shows two kids with town plan set 810 available for 90 Swiss Francs or £7.5 or $20 at the time. I assume the canisters were needed to add additional buildings as I don't think it was possible to complete the whole town shown in the marketing with just the bricks in 810.
I was lucky to get one 700/6 Swiss canister in 2018. complete with bricks. It's a little verry nice set. A "must have" as they say. I love it.
@ambr said:
"Interesting the 1962 catalogue image shows two kids with town plan set 810 available for 90 Swiss Francs or £7.5 or $20 at the time. I assume the canisters were needed to add additional buildings as I don't think it was possible to complete the whole town shown in the marketing with just the bricks in 810. "
Actually the 810 Town Plan (unlike so many sets back then) could build a complete town. But so many sets in the 1955-65 era could not finish building what was on the box (or canister) top.
From 1974-85 the US luxury toy store chain (now down to 1 Manhattan NY store)... was owned by FRANZ CARL WEBER Swiss toy store chain.
Ah yes, Pringlego
Almost as cool as G1 BIONICLE cans.
I wonder what those fellas in the picture would have thought if they'd been able to peek into the future and see Lego today! All this greatness started with charming things like these!
It 's like LEGO and Pringles mated and made a baby! Excellent article and so great to learn all those various aspects of our hobby (and toys designing/marketing process as well)
Oh wow! The 1962 catalogue brings back memories of my 1st ever Lego set. The 212 Small House. In fact I've even rebought a copy of it, complete with fall apart cellulose acetate bricks and waffle base plates.
@Harmonious_Building said:
"So there is hope for LEGO x Pringles after all"
Once you pop, you can't stop!
@ou_reDoingItWrong said:
"I wonder what those fellas in the picture would have thought if they'd been able to peek into the future and see Lego today! All this greatness started with charming things like these!"
"Why are we making war Lego sets now?! What's a 'star war' anyway? Where are these UFOs coming from and how many star wars have we been in?"
The grandfather of Bionicle Canisters, from before play features were added to the packaging
@Harmonious_Building said:
"So there is hope for LEGO x Pringles after all"
Hahaha, You cracked me up.
Dear Huw
We are very pleased that you are using one of our photos for this article. Please always quote the source. The picture with the open canister was created by us and shows a product that can be bought from us.
Thank you for your support in protecting digital property.
With kind regards
Ramseier trade and distribution
www.decotoys.ch
info @decotoys.ch
Switzerland