Every good brand has a story. Every great brand has a history.
Through its long history, dating back to the 20th century, the ERTL Company has become synonymous with die-cast metal toys and collectibles. However, along the way, the American toy company also became well-known for plastic model vehicles.
Now, nearly 80 years on, the ERTL Company is still manufacturing the highest quality farm toys and collectibles. They also continue to prove that a rich heritage, quality products, and just the right amount of ingenuity, creativity, and nostalgia have an appeal that spans generations. This is why, whether you’re a toddler, a child, or an adult collector, ERTL still manages to inspire play.
- The formation of the ERTL Company
- The ERTL legacy
- ERTL Models
- What scale are ERTL models/ERTL toys?
- ERTL Collectibles
- Celebrating the home of ERTL
- Into the future
The formation of the ERTL Company
What does ERTL stand for? Well, as it happens, as with so many good stories, ERTL is a big company with small beginnings and one man’s big idea.
Back in 1945 in Dyersville Iowa, Frederick Ertl Sr. began making toys to make ends meet. As a Journeyman molder, Ertl found himself without work due to a strike that he chose not to participate in. Living up to the adage, “idle hands are the devil’s workshop,” he began creating models of agricultural equipment and tractors by melting down aluminum aircraft pistons and pouring the liquid into handmade sand molds.
Over time he realized there was a demand, and he solicited the help of his wife and five sons, to increase production. The Ertl Allis-Chalmers 1:16 WC tractor was sold at local stores and there was such a buzz around it, that Ertl had to remove the backseat of his car so that it could cope with all of the deliveries.
It took one year for Ertl to move his business to bigger premises in Dubuque Iowa. And then, the next year he upscaled from 1,040 square feet to 11,000 and formed the ERTL Company.
The company took off when Ertl met with executives from Deere and Company and received approval to make John Deere models. In 1952 the first die-cast Model “A” tractor was produced and sold in dealerships across the United States.
In 1959, the ERTL Company returned to its original home in Dyersville by building a large production facility and Ertl’s eldest son Fred Jr. became integral to the company’s growth.
The ERTL legacy
Over the years ERTL acquired numerous toy companies and began manufacturing plastic model kits. It also extended its licensing deals to broaden its range, including Thomas & Friends, Back to the Future, and Star Trek.
In 1999, British toy company RC2 Corporation, now known as TOMY, took over ERTL. This acquisition allowed ERTL to expand and grow its reach. Although the ERTL Company still operates out of Dyersville Iowa, ERTL toys are manufactured all over the world.
What ERTL has shown is that through shrewd licensing deals, and keeping their customers front of mind, they can continue to produce toys that are very close to the original tractor made in 1945.
ERTL models
Whether you’re a die-hard die-cast collector, an inquisitive toddler, or a child at the beginning of your playtime adventure, there’s an ERTL model or toy for you.
ERTL reflects the world around us because as the world changes, so too do the ERTL models. Each ERTL die-cast model or toy is a time capsule that reflects the machines of a particular age. The licensing agreements and market demand mean that certain items are incredibly rare and highly collectible.
The categories ERTL manufactures are:
ERTL Farm Toys: Perhaps its most famous category is its farm or agricultural toys/models, as this is what launched the brand. Over nearly eight decades ERTL has manufactured model tractors, and soon after they extended to agricultural machinery, and farm equipment. What makes this category so popular is the licensing deals with John Deere, Case IH, International Harvester, etc.
Ertl Construction Equipment: ERTL produces die-cast models of construction equipment such as excavators, bulldozers, loaders, and other heavy machinery.
Ertl Automotive Models: ERTL has established itself as a popular automotive model brand. They manufacture cars, trucks, and other vehicles and have also secured licensing deals with Ford, Chevrolet, and Dodge to name a few.
ERTL Licensed Models: Much of ERTL’s success is from shrewd licensing agreements, which has allowed them to produce replicas of popular commercial and fictional brands including movie and TV-themed models.
ERTL Precision Series: This die-cast model series is renowned for being extremely detailed and authentic. It often features tractors and farm machinery.
ERTL Collectibles: Owing to its rich heritage, ERTL has become extremely collectible. The company also produces limited-edition sets, themed collections, and special promotional items for avid collectors.
What scale are ERTL models/ERTL toys?
There’s something inspiring and magical about seeing the world come alive in miniature or small-scale. It’s as if we have a bird’s eye view of ourselves.
ERTL produces die-cast metal and plastic model vehicles in various scales. The scale of a model refers to its size in relation to its real-life counterpart. Scales will vary depending on the product line or type of vehicle so when you are purchasing make sure that you check the ERTL catalog, product description, or packaging to determine the scale of the model. You can also get more information from the ERTL website.
Although ERTL comes in a range of different sizes, the most common scales are:
1:64 Scale: This means the model is 1:64th of the size of the original vehicle. It is a popular scale for ERTL's collectible farm toys and vehicles and is used for small replicas.
1:32 Scale: ERTL has produced many farm toys and vehicles in 1:32 scale and because it’s a larger scale than 1:64 it allows for more intricate detailing.
1:16 Scale: This larger scale is commonly used for ERTL's Precision Series farm toys because of the level of detail needed. This scale is very popular among collectors.
ERTL collectibles
Collecting things connects us to our history and our community. ERTL has become highly collectible because of its rich heritage, its legacy, nostalgia, and the fact that it has universal and timeless appeal.
A lot of people ask what the most valuable ERTL toy is, and it’s a difficult question to answer. because there are so many factors at play. Hypothetically the most valuable toys are the original Allis-Chalmers WC tractors 1:16 but collectors seem to agree that these cannot be found.
When considering the value of ERTL toys or collectibles here’s what to look for:
- Condition: You want something as close to mint condition as possible.
- Rarity: Look out for discontinued models, limited editions, or toys produced in smaller quantities.
- Packaging: ERTL models or toys that are in the original packaging, that is in good condition, are often more valuable.
- Licencing and Branding: These are factors that can enhance collectibility.
- Age: Older ERTL toys have historical significance and often point to rarity.
- Popularity: Toys that are popular and point to a cultural phenomenon are often more sought after.
- Subjectivity: Different collectors look for different things so it’s a good idea to get to know the community.
Some of the most highly collectible ERTL items are the die-cast Thomas the Tank Engine toys. These models are very popular among collectors because they are rare and part of a cultural phenomenon. Adding to their popularity is the fact that train sets are so collectible because they offer such diverse play.
You can find the current value of specific ERTL toys through the ERTL collector’s guide, online marketplaces, auction houses, appraisal services, and online forums.
Celebrating the home of ERTL
History and heritage are the lifeblood of the ERTL Company. The company has its roots in Dyersville Iowa, and the city has become synonymous with ERTL.
For enthusiasts, collectors, and anyone with an interest, the National Farm Toy Museum is a must-visit if you’re ever in Dyersville. The museum is a celebration of farm toys and the history of agricultural-related toy collections and is closely associated with the ERTL Company. The National Farm Toy Museum houses a huge collection of farm-related toys, die-cast models, toy tractors, and other agricultural-themed collectibles. Furthermore, it provides information about the rich history of these toys in the context of agriculture and farming.
The National Farm Toy Museum is open Mon-Sat 9:00-18:00. Sunday 10:00-16:00. Admission is $7.00 Adult · $6.00 Senior (65+) · $5.00 Junior (6-17) · Free Youth (5 & under).
The National Farm Toy Museum is also hosting the 37th Annual Summer Farm Toy Show 2023. This family-friendly event is on the first Saturday and Sunday in June. The toy show has a display contest, a tractor parade, and a host of amazing activities and exhibits.
Into the future
The ERTL company is well-known across the globe for their farm toys and die-cast collectibles. Their attention to detail in the creation of realistic replicas, as well as their craftsmanship is why they have such a firm fanbase. But it’s not only about the quality of the products, ERTL has secured licensing agreements, which add to their collectibility. ERTL has kept up to date with what their market wants and offers huge diversity without compromising on quality. And for many, if you played with ERTL as a child, there is a happy nostalgia and memory connected with the brand that makes it so alluring to collectors.
The legacy of the company is that they continue to make a significant mark on the toy and collectible industry. ERTL’s reputation has been secured, and out of the original companies in the United States that first began making die-cast farm equipment, ERTL is the only one still manufacturing today.
Follow us:
Share this blog:
