Web Page No 2578

4^th May 2019

Mobo Toys

 1st Picture. Mobo Horse

 2nd Picture. Mobo Snail

 3rd Picture. Mobo Logo

4^th Picture. Mobo Hovercraft

MOBO TOYS' were made by D. SEBEL & CO., ERITH, KENT, ENGLAND from 1947 to 1972.

David Sebel had emigrated from Russia in 1912 and set up in partnership as a Wheelwright in East London in 1921. In 1928 he moved the Company to Lant Street in S.E.1 with the take-over of a firm, Hazeldine & Norton, Wheelwright's & Motor Body and Van Builders. Interestingly the house next to the premises had been the residence of Charles Dickens when his parents were in the Marshalsea Debtor's Prison.

In the 1930's they expanded into Architectural metalwork and other engineering projects. Also producing street cleaning carts, milk churns and fronts for Cinemas. In 1931 Harry Sebel, David's son, joined the firm starting from the bottom up. During the Second World War the Company turned over to war work and several local premises were used for their production of aircraft and tank components, bunks for air raid shelters, bailey bridge components and even a tower for an experimental radar station.

In the early 1940's Harry was looking to the future and realised that there would be a need to expand the company and find work for the existing workforce and those which had been called up. After much research it was decided to go into metal furniture, under the Trade name Stak-a-Bye and into the toy business. But what to make which would be different from anyone else. Harry had the idea of a Rocking Horse which the rider could propel along themselves. Basic plans were drawn up and a full-size horse mock-up was made using bicycle gears.

To get an idea of what the finished product would look like a Taxidermist was approached for a horse hide, the only thing he had was a Zebra so that was used. The prototype Zebra was still around at the Erith factory for several years. A Patent was taken out in 1942 for the basic mechanism. Later Charles Morewood was commissioned to sculpt the clay body of what became the Mobo Bronco.

The premises were not going to be big enough for the toy and furniture business so the ex Vickers Gun Works at 177, West Street, Erith, Kent were purchased in February, 1947. As the intention was to produce everything in-house from the arrival of the raw material to the finished product, the full kitting out of the factory with large presses, dip tanks, spray booths, etc. took a while. Toy production did not start at Erith until September, 1947. However, some toys had been assembled in the old premises produced by outside contractor's, to enable a display at the British Industries Fair in May,1947. The other toys on show were Merry Go Round, Rocker Swing, Chair Desk and Roll-a-Bye Skates.

The name 'Mobo' came from a brain-storming session when 'Mobile Toys' had been rejected. The clown on the decal was due to an interest in the Circus by the David Sebel. The Circus theme was used in a lot of their Exhibition Stands and advertising. A tin clown was designed but never went into production.

The most well-known toy is the BRONCO, the ride-on horse. It works by the rider sitting on the horse and pushing down on the stirrups, then releasing them and then the horse moves along. From 1947 to 1950 the Bronco could only be steered in a straight line, but in February, 1950 Magic Steering was introduced. This enabled the rider by pushing on either stirrup to move the horse in that direction. The Broncho was so popular that it stayed in production until 1971.

The body pressings were also used for a series of other toys SPRING HORSE (PRAIRIE KING), NIGHT RIDER, PRAIRIE PRANCER, RANGE RIDER two different types produced, ROCKING HORSE, & BRONCHO MERRY GO ROUND.

The colours came from 'market research' with the local school children yellow and red being the favourite. These children were also used for photo shoots for advertising and testing the toys.

In 1949 the 'Walking SNAIL' was introduced also the 'PONY'. The 'Pony' pressings went on to be used on several different toys - PONY ROCKER, PIONEER WAGON, PONY EXPRESS, PONY KART, PONY BUGGY, SURREY TROTTER, TODDLE PONY. 1948 saw the introduction of the first small remote control walking toy - the TOY-TOISE. This was a great success not just for children, but also adults, as they were used for Toy-toise races at many parties.

The American Market was an amazing success for the MOBO Company. In 1948 they exported to the USA half of the total toy exports of ALL British Toy Companies. At this time Britain was recovering from the Second World War and steel was rationed according to the amount of goods exported. Mobo never had any trouble obtaining supplies because of their excellent export record. Other major markets were Australia and South Africa.

Other toys produced included Prams, Bicycles, Desks, Wheelbarrows, Rockers, Swings, Scooters and from 1956 Pedal Cars.

In 1951 Harry & David emigrated to Australia and set up a factory at Bankstown, Sydney. Here they produced both Toys and Furniture. The components were shipped from Erith and assembled and painted at Bankstown. The Australian company decided in 1957 to concentrate on the furniture business and so toy production was stopped. The furniture business still goes on today.

In 1955 the Toy Boat business of Harold Flory Ltd., of Bromley was taken over. They produced the SNIPE, SWIFT, ST. CHRISTOPHER Motor Boats, the SPRITE YACHT, and the SNORT SUBMARINE, also Toy Cars. The boats were continued in production by Mobo's. Jetex, the Model Aircraft Engine business was purchased in 1956. Besides a range of Jet propelled engines they also produced model kits for aircraft and a plastic boats and cars for the Jetex engine.

By the late 1960's the British toy industry was having a difficult time due to cheap imports from the Far East. When John Bentley of Barclay Securities made an offer to purchase the Company in 1970 it was taken up. The Barclay Toy Group was formed to which Chad Valley, Charles Methuen and Tri-ang were added in 1971. Unfortunately, the overheads of the Group meant that losses were still being made and a major reorganisation took place in 1972 with the Erith Works being closed and all production of all Mobo Toys ceasing. The site is now a large housing estate.

Peter

gsseditor@gmail.com

Stay in touch

You Write:

News and Views:

On this day 4^th May 1960-1965

On 04/05/1960 the number one single was Do you Mind - Anthony Newley and the number one album was South Pacific Soundtrack. The top rated TV show was Wagon Train (ITV) and the box office smash was Psycho. A pound of today's money was worth £13.68 and Burnley were on the way to becoming the Season's Division 1 champions.The big news story of the day was Soviet Union shoots down American U2 spy plane flown by pilot CG Powers

On 04/05/1961 the number one single was Wooden Heart - Elvis Presley and the number one album was GI Blues - Elvis Presley. The top rated TV show was No Hiding Place (AR) and the box office smash was One Hundred and One Dalmations. A pound of today's money was worth £13.25 and Tottenham Hotspur were on the way to becoming the Season's Division 1 champions.The big news story of the day was Castro makes Cuba Socialist.

On 04/05/1962 the number one single was Wonderful Land - The Shadows and the number one album was Blue Hawaii - Elvis Presley. The top rated TV show was Coronation Street (Granada) and the box office smash was Lawrence of Arabia. A pound of today's money was worth £12.89 and Ipswich Town were on the way to becoming the Season's Division 1 champions.

On 0405/1963 the number one single was How Do You Do It? - Gerry & the Pacemakers and the number one album was Summer Holiday - Cliff Richard & the Shadows. The top rated TV show was Conservative Party Political Broadcast (all channels) and the box office smash was The Great Escape. A pound of today's money was worth £12.64 and Everton were on the way to becoming the Season's Division 1 champions. The big news story of the week was Churchill retired.

On 04/05/1964 the number one single was A World Without Love - Peter & Gordon and the number one album was With the Beatles - The Beatles. The top rated TV show was Coronation Street (Granada) and the box office smash was Dr Strangelove. A pound of today's money was worth £12.24 and Liverpool were on the way to becoming the Season's Division 1 champions.

On 04/05/1965 the number one single was Ticket to Ride - The Beatles and the number one album was Beatles For Sale - The Beatles. The top rated TV show was Coronation Street (Granada) and the box office smash was The Sound of Music. A pound of today's money was worth £11.69 and Manchester United were on the way to becoming the Season's Division 1 champions.