Topper Toys (DeLuxe Reading Corp.)
17 years in operation (1955–1972)
About Topper Toys (DeLuxe Reading Corp.)
Topper Toys (a division of DeLuxe Reading) produced innovative and TV-marketed toys including the Johnny Seven OMA (One Man Army) — the best-selling toy of 1964 — and its own Dawn fashion doll, a smaller and cheaper Barbie competitor that sold in large numbers in the early 1970s. The company overreached and collapsed in 1972.
History of Topper Toys (DeLuxe Reading Corp.)
Topper Toys, the toy division of DeLuxe Reading, built its business on a distinctive distribution channel: toys sold as supermarket premiums, displayed by the checkout and priced to be an impulse purchase with the groceries. That origin shaped the products — large-looking, feature-heavy, and cheap.
The Johnny Seven OMA — "One Man Army" — of 1964 is the company's monument: a single plastic weapon combining seven functions including a grenade launcher, an anti-tank rocket and a detachable cap pistol, and the best-selling boys' toy of its year. Topper also produced the Dawn fashion doll, a smaller and cheaper Barbie competitor that sold in large numbers, Suzy Homemaker appliances, and a range of battery-operated vehicles and games.
Topper expanded quickly, overreached, and collapsed in 1972 amid financial difficulties. Its products are collected as a distinct field precisely because the company's ambitions consistently exceeded its build quality, which makes surviving complete examples scarce.
Timeline
- 1955DeLuxe Reading is established, selling toys through supermarket channels
- 1961The Topper Toys brand is used for the company's main toy lines
- 1964The Johnny Seven OMA becomes the best-selling boys' toy of the year
- 1970The Dawn fashion doll line is a major success
- 1972The company collapses
Notable & Best-Selling Toys
- Johnny Seven OMA gun (1964)
- Dawn fashion doll (1970)
- Topper Jet Screamer toy
- Topper Suzy Homemaker appliances
- Topper Davey Crewcut figure
Identifying & Dating Topper Toys (DeLuxe Reading Corp.) Toys
- Look for "TOPPER" or "Topper Toys" and "DeLuxe Reading Corp." moulded or printed, with a copyright date and "Elizabeth, N.J." or "Made in Hong Kong".
- Dawn dolls are marked on the back or hip with the Topper name and a mould code.
- Boxes are the primary collecting object and carry the model name and features prominently.
Collector's Notes
- The Johnny Seven must be complete — all seven functions, the grenades, rockets and detachable pistol — and complete examples with the box are genuinely scarce and valuable.
- Dawn dolls and their outfits are collected as a set; the dolls are common, the boxed outfits and accessories much less so.
- Topper plastic is thin and becomes brittle, and battery contacts corrode. Assess structural condition carefully rather than just appearance.
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Frequently Asked Questions
When was Topper Toys (DeLuxe Reading Corp.) founded?
Topper Toys (DeLuxe Reading Corp.) was founded in 1955, based in Elizabeth, NJ.
Is Topper Toys (DeLuxe Reading Corp.) still in business?
No. Topper Toys (DeLuxe Reading Corp.) ceased operations in 1972, after 17 years in business.
What is Topper Toys (DeLuxe Reading Corp.) best known for?
Topper Toys (DeLuxe Reading Corp.) is best known for Johnny Seven OMA gun (1964), Dawn fashion doll (1970), Topper Jet Screamer toy, among other toys.
Where was Topper Toys (DeLuxe Reading Corp.) located?
Topper Toys (DeLuxe Reading Corp.) was based in Elizabeth, NJ.
What kinds of toys did Topper Toys (DeLuxe Reading Corp.) make?
Topper Toys (DeLuxe Reading Corp.) is categorized under dolls, action figures, battery operated, games.
How can you identify genuine Topper Toys (DeLuxe Reading Corp.) toys?
Look for "TOPPER" or "Topper Toys" and "DeLuxe Reading Corp." moulded or printed, with a copyright date and "Elizabeth, N.J." or "Made in Hong Kong". Dawn dolls are marked on the back or hip with the Topper name and a mould code. Boxes are the primary collecting object and carry the model name and features prominently.
Are Topper Toys (DeLuxe Reading Corp.) toys valuable?
The Johnny Seven must be complete — all seven functions, the grenades, rockets and detachable pistol — and complete examples with the box are genuinely scarce and valuable. Dawn dolls and their outfits are collected as a set; the dolls are common, the boxed outfits and accessories much less so. Topper plastic is thin and becomes brittle, and battery contacts corrode. Assess structural condition carefully rather than just appearance.