Plastic manufacturer searches for oldest cereal box toy

A Yorkshire-based plastics company is marking its 50th anniversary with a hunt for the oldest cereal-box plastic toy it historically manufactured.

Tatra Plastics, based in Norwood Green, near Bradford, wants to track down any of its toys that have survived down the years as a way of celebrating the achievements of the company since it was established in 1963.

“We’d like to hear from anyone who still has one of plastic toys,” said Tatra’s Managing Director, Karl Hesmondhalgh. “We know there are serious collectors of this kind of ephemera and there may also be a few plastic figures that have remained hidden at the bottom of old toy chests.”

The era of free toys in cereal boxes was brought to an end by health and safety and “small parts - choking hazard” warnings. But for an entire generation growing up in the 60s and 70s, they were a special treat at breakfast, not to mention a proven marketing tool for cereals manufacturers.

“It would be nice to know if any survived,” continued Karl. “Especially if the owner lives in West Yorkshire, because of the strong local connection”

The best-known ranges were Magic Roundabout Characters (c.1968), Football Players (c.1974) and Warriors Through the Ages (c.1975). If you have a toy from any of these eras – let us know by emailing leanne@rapidnews.com