Free postcards as a marketing ploy.

In 1959, a Soviet watchmaker MashPriborInTorg had what’s now called a solid market share of all watches and clocks made in the USSR. This ugly acronym stood for Machinery and Gadget Overseas Trade, and the factory made all the famous Soviet brands of watches which could be found in every household: Polet (Flight), Slava (Glory), Raketa (Rocket), Chaika (Seagull) and more pompous names, which in reality were good sturdy reliable watches: my Granddad had his Slava for more than 20 years, and never there was a complaint! For some reason, these goofy dolls were picked to advertise the watches, and today we have found a collection of postcards picturing a good set of such dolls wearing the Soviet tributes to fine watchmaking. Enjoy!

The set of cards

:)

Every household I can think of now had a clock like that.

:)

Unexpectedly, a black Pinoccio.

A sailor.

Forget me not in this lifetime.

Late for a date, no less.

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1. Funtime with Soviet Playthings
2. The Fashions of the War Times
3. Good-Natured Humour Postcards from the 1950s

Red Army models

Just like children anywhere in the world, the Soviet kids needed toys to play with. Certainly the range of toys designed and produced was an enviable one, by some standards. However, the aesthetic appearance of toys was not a priority for Soviet designers — toys had to be functional and educational. Anything beyond that, like pleasant looks, was not considered to be important and, moreover, it was seen as an unnecessary indulgence. The lack of competition from the imports due to the  planned economy and severe shortages  of quality products in the shops actually resulted in the very poor delivery and limited variety of toys. The Soviet parents were able to get only these kinds of toys as imported toys were literally impossible to buy.

Various kinds of car models were very popular with boys…

Bulldozer

Police car

Clockwork car

Truck

Without a question,  miniature models of real cars were of the best quality and were of great success with the Soviet children. Nevertheless these models were not actual toys for children: rather, they were rare collectibles for adults.

Miniature models of Soviet cars

Ambulance

Lada Wagon

Volga car

The miniatures of military equipment were another range of car models.  Unlike the above lot,  these ones were usually made solely from steel and therefore were very durable and more appropriate for children games.

Something military

Tank

Military truck

Armoured car

No doubt that children’s toys always reflect the current trends of the time. One of the most popular topics ever was the space exploration  — so the Soviet toys designers created astronauts and moon robots.

Soviet astronaut

Another moon robot

And one more…

Dolls are popular with girls, in any given time in history.

Doll

Girls’ set of dolls, bathing and cooking utensils.

Arguably, the Soviet designers also cared about small children: something strange like modern days pokemons.

Cheburashka — the hero of a popular Soviet cartoon

Figurines of soldiers

Tilting doll– every girl had one.

Clocwork birds

The Soviet ideology had a huge influence over the toys’ designs.

Young Pioneers

The Red Army Collection

At the end of 1980s, the Soviet electronic industry introduced a range of pocket playstations, where the player would pick up some falling stuff (pictured: the wolf catching eggs in a basket).

Play Station

This review will not be complete without some pictures of overseas toys of the same epoch.

Barbie

Race car

Race course model

Various toys for small children

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Related posts:

1. Technological Advance of the Classic Rocking Horse
2. Soviet Cars: History of the Copy-and-Paste Industry — Part 3 of 3
3. Soviet Automobile Industry — Part 1 of 2