Chad Valley Toys
81 years in operation (1897–1978)
About Chad Valley Toys
Chad Valley was one of Britain's most beloved toy companies. It held a Royal Warrant as toymakers to the Queen from 1938, and produced the 'Princess' dolls representing Princess Elizabeth and Princess Margaret — among the most collectible British toys ever made. The company went into receivership in 1978; Woolworths bought the name in 1988, and it survives today only as a British retail own-brand label.
Founding
Joseph and Alfred Johnson, printers and bookbinders, who named the company after the Chad brook that ran past their works at Harborne in Birmingham.
History of Chad Valley Toys
Chad Valley grew out of a printing business, which shaped everything that followed. Its earliest toys were card games, board games and jigsaw puzzles — products a printer could make — and it remained one of the best British jigsaw manufacturers for decades, including the wooden picture puzzles of railway posters and royal subjects that are now collected in their own right.
From there the range expanded enormously: teddy bears and soft toys marketed as "Hygienic Toys" at a time when hygiene claims sold, tinplate, dolls, and the acquisition of Burnett's tinplate capacity around 1930. Chad Valley held a Royal Warrant from 1938, and produced soft toys for the Royal nursery, which it advertised extensively and to considerable effect.
The company went into receivership in 1978 and the name was bought by Woolworths in 1988, under which it continues as a British own-brand toy label — so the trademark is still in use while the Harborne factory and everything that made the name are long gone.
Timeline
- 1897The Johnson brothers' printing firm begins producing games and puzzles as Chad Valley
- 1915Soft toys and teddy bears are added, marketed as "Hygienic Toys"
- 1930Burnett Ltd. is acquired, bringing tinplate production into the company
- 1938Chad Valley receives a Royal Warrant and produces toys for the Royal nursery
- 1978The company enters receivership
- 1988Woolworths acquires the Chad Valley name for its own-brand toys
Notable & Best-Selling Toys
- Chad Valley teddy bears
- Princess Elizabeth & Margaret dolls (1938)
- Chad Valley tin games
- Chad Valley Sooty toys
- Chad Valley board games
Identifying & Dating Chad Valley Toys
- Soft toys carry a printed or woven label, often on the foot, reading "Chad Valley Hygienic Toys" with "Made in England"; Royal Warrant examples add "By Appointment Toymakers to H.M. The Queen" (or "H.M. Queen Mary" on earlier pieces), which brackets the date closely.
- Bears frequently have a celluloid-covered metal button in the ear, and the button style is a recognised dating aid.
- Games, puzzles and tinplate are marked "CHAD VALLEY" with "MADE IN ENGLAND" and often the Harborne address.
Collector's Notes
- Royal Warrant wording is the single most useful thing on a Chad Valley label, because the warrant holder's name changed over time and pins the period.
- Teddy bears with original pads, eyes, stitching and label are the premium items; replaced pads and eyes are extremely common and materially reduce value.
- Wooden jigsaw puzzles are collected for their subject artwork and must be complete — count the pieces against the box statement, since a single missing piece removes most of the value.
Currently for Sale on eBay
Live listings for Chad Valley Toys toys and collectibles, fetched directly from eBay.
As an eBay Partner, this site may earn a commission from qualifying purchases made through these links, at no extra cost to you. Figures shown are current asking prices on eBay, not appraised market values.
Categories
Frequently Asked Questions
When was Chad Valley Toys founded?
Chad Valley Toys was founded in 1897, based in Birmingham, England.
Is Chad Valley Toys still in business?
No. Chad Valley Toys ceased operations in 1978, after 81 years in business.
What is Chad Valley Toys best known for?
Chad Valley Toys is best known for Chad Valley teddy bears, Princess Elizabeth & Margaret dolls (1938), Chad Valley tin games, among other toys.
Where was Chad Valley Toys located?
Chad Valley Toys was based in Birmingham, England.
What kinds of toys did Chad Valley Toys make?
Chad Valley Toys is categorized under plush toys, tin toys, games, dolls.
Who founded Chad Valley Toys?
Joseph and Alfred Johnson, printers and bookbinders, who named the company after the Chad brook that ran past their works at Harborne in Birmingham.
How can you identify genuine Chad Valley Toys?
Soft toys carry a printed or woven label, often on the foot, reading "Chad Valley Hygienic Toys" with "Made in England"; Royal Warrant examples add "By Appointment Toymakers to H.M. The Queen" (or "H.M. Queen Mary" on earlier pieces), which brackets the date closely. Bears frequently have a celluloid-covered metal button in the ear, and the button style is a recognised dating aid. Games, puzzles and tinplate are marked "CHAD VALLEY" with "MADE IN ENGLAND" and often the Harborne address.
Are Chad Valley Toys valuable?
Royal Warrant wording is the single most useful thing on a Chad Valley label, because the warrant holder's name changed over time and pins the period. Teddy bears with original pads, eyes, stitching and label are the premium items; replaced pads and eyes are extremely common and materially reduce value. Wooden jigsaw puzzles are collected for their subject artwork and must be complete — count the pieces against the box statement, since a single missing piece removes most of the value.