The History of Johnny Lightning
Johnny Lightning started its life out as a competitor to Hot Wheels in 1969. The Topper Corporation, based out of Elizabeth, New Jersey, seeing the value that was to be had by the diecast market for children, decided to release 15 customized cars. These would be mostly based on real cars, with a couple fantasy thrown in. Topper decided to use some of the most popular cars of the day, such as the Camaro, Mustang, Toronado, and Charger but with customized nose and tail treatments. Sadly, several of those never made it to market, but other castings such as the GTO, Thunderbird, Ferrari, and El Camino did. Many saw them as a copycat, just trying to steal some Mattel's customers, but the Topper Toys owner would
argue that they were building upon an existing concept. Johnny Lightning had decided that they were going to focus on speed using their piano-wire axels and bushed wheels, instead of detail like their competition was.
To make sure that they were a valid competitor, they added ‘speed type’ wheels and an assortment of ‘fabulous 500 track sets, a helmet, and a carrying case’. Charged with these products, they moved from concept to retail in less than a year, helmed by a revolutionary toy manufacturer, Henry Orenstein. All that was needed now was some catch phrases to attract some attention; they added phrases to the cards such as, “Beats them all” (a reference to their main competitor, Hot Wheels), and “The challengers,” which also may have been directed at the Matchbox Superfast diecast line.
The brand was now ready to hit the streets, but they still had some tricks up their sleeves. The final cherry on top was a unique design that allowed cars to shoot around the track; this would be known as the ‘Accelerator Loop’ design. It had a hook on the track that would catch the car and fling it for another go around the track. With all these assets at hand, Johnny Lightning became a sensation on the open market, and this would drive them to create even more distinctive castings the following year.
In 1970, they were able to add 32 new models and several track sets to their lineup. To stay competitive, Johnny Lightning added an air-filled bladder to a section of their new cars; this would be labeled as ‘Jet Powered.' Not only did they have the 'Accelerator Loop' and 'Jet Powered' cars, their castings were heavier than Hot Wheels; guaranteeing a faster downhill race for gravity fed tracks. This appealed to the kids who wanted to “Beat them all,” ensuring that they were a smash hit.
Hot Wheels decided to develop its orange-track brand by aligning themselves with the Snake and Mongoose funny car team, while Johnny Lightning chose to go with the Parnelli Jones’ team, which had an open wheel car that raced at Indianapolis (pictured above). Both campaigns were very successful for the two companies, but with Al Unser at the wheel being able to win back to back Indy 500 races, it cemented Johnny Lightning as a powerhouse. This pushed them over the edge, selling one car to every three that Hot Wheels did.
This however would not last. By the end of 1971, having only released five new models, Topper Toys was forced to close its doors; effectively killing the Johnny lightning brand (the first time, more on that to come). The once great Henry Orenstein wanted to take his company public, and with rumors of fraud, trouble during filing and finally being forced to file bankruptcy, Topper Toys was no more. Only 47 models had been released under the Johnny Lightning name, even though there were many others that had been announced in the catalogs of the day. Four models that were in development and never released became known as the ‘Lost Toppers,’ however they, along with many other castings, were released in Mexico under the brand name Lili Ledy and were called “Los Bolidos”.
Coming Soon......The Playing Mantis Era