The Novelty Toy Works Pty Ltd was an Australian Toy Maker based in North Fitzroy, Victoria. The business existed from 1916 until it was liquidated in 1924 or 1925.
Commencement
The business was incorporated in July 1916 and was announced with a listing in the Melbourne Herald newspaper of Saturday 8th July 1916:
Novelty Toy Works Propty. Ltd. Authorised capital, £2000, in £1 shares. First directors, Carl Brache, Walter C. Rose, and William Christopher Melville.
Trove | The Herald (Melbourne, Vic. : 1861 – 1954) | Sat 8 Jul 1916 | Page 11 | CONDITIONS ANALYSED
A somewhat more official appearance in the Dun’s Gazette came on 17th July 1916:
NOVELTY TOY WORKS PTY., LTD. (THE), 317 Rae-st., North Fitzroy- -Company regd. Capital, [AU]£ 2000.
Trove | Dun’s gazette for New South Wales. | Vol. 16 No. 3 (July 17, 1916) | Page 36 | Victoria
Prior to Incorporation
There are some references that pre-date the incorporation of the business with advertisements dating from January 1916.
The earliest reference appears to be this advertisement:
TRAVELLER with other lines wanted, country Novelty Toy Works op. Hay Market. 48 Sydney rd.
Trove | The Age (Melbourne, Vic. : 1854 – 1954) | Mon 31 Jan 1916 | Page 3 | Advertising
This request for a travelling sales representative mentions a different address to the common reference to Rae Street. I can only assume that the business started in Sydney Road and later moved to North Fitzroy.
Sydney Road Location
It makes an interesting reference to Sydney Road in Melbourne and the Hay Market, which suggests it may have been close to the Melbourne University property. A reference and some details are disclosed in this Directors Blog entry from the Bio21 Institute. Although it appears that the Hay Market may not be in the same location. 48 Sydney Road is more likely to be Brunswick than Melbourne, and it would be opposite the Sarah Sands Hotel which has existed on the corner of Brunswick and Sydney Roads since 1854 and is noted in the 1855 map linked in the reference. In any case it highlights that the Novelty Toy Works business was in operation at the start of 1916.
Supporting this Sydney Road address is a subsequent listing:
BOY, smart, good prospects. Novelty Toy Works, 48 Sydney-rd., op. Haymarket.
Trove | The Age (Melbourne, Vic. : 1854 – 1954) | Sat 1 Apr 1916 | Page 6 | Advertising
Novelty Toy Works Business Advertising
Throughout the life of the business a wide variety of listings can be found at Trove. These are mostly for running the business rather than for selling their products.
Examples include:
An early advertisement in late July 2017 for equipment to use in the business:
WANTED. 7 to 8 h.p. A.C. Motor, pass test. Novelty Toy Works Pty., 317 Rae-st., Fitz- roy.
Trove | The Age (Melbourne, Vic. : 1854 – 1954) | Thu 27 Jul 1916 | Page 8 | Advertising
WANTED, Thicknesser, 20 or 24 in., working order. Novelty Toy Works Pty., 317 Rae-st.,
And more listings for factory workers:
LAD, over 18, knowledge wood work. Novelty Toy Works Pty., 317 Rae-st., N. Fitzroy.
Trove | The Age (Melbourne, Vic. : 1854 – 1954) | Sat 28 Oct 1916 | Page 7 | Advertising
BOY, willing to learn. Novelty Toy Works, 317 Rae St., N. Fitzroy.
Trove | The Age (Melbourne, Vic. : 1854 – 1954) | Thu 12 Jul 1917 | Page 4 | Advertising
BOYS, willing to learn. Novelty Toy Works, 317 Rae-st., N. Fitzroy.
Trove | The Age (Melbourne, Vic. : 1854 – 1954) | Thu 6 May 1920 | Page 11 | Advertising
Other than these “Staff Wanted” listings, there was this editorial article mentioning The Novelty Toy Works business.
SEEN IN THE SHOPS. For children’s toys and playthings, nothing could be nicer than those made up by the Novelty Toy Works Pty. Ltd., whose advertisement will appear from time to time on the Children’s Page. The ambition of the staff of the company is to think out, design and market strong, durable, instructive educational toys that not only give joy to our intelligent Aus- tralian children, but also provide them with such pleasurable pastimes in their home life that will educate the instincts of their intelligence. The company encourages assistance in the promulgation of ingenious ideas, and pays royalties on those they adopt, and market.
Trove | Farmers’ Advocate (Melbourne, Vic. : 1917 – 1924) | Thu 20 Jul 1922 | Page 10 | SEEN IN THE SHOPS
Western Australia Agency
And this agency advertisement in the Western Australian “The Beverley Times” which was run twice on 10th and 17th December 1921. Perhaps the agency did not last into 1922.
XMAS PRESENTS FOR YOUNG & OLD. If you know what you want ask if we have it—if you haven’t made up your mind ask what we have to suit. Whether your purchase be for a few pence or pounds, we appreciate your patronage and endeavour to give you all fair value for your money. Beverley News Agency Beverley Agent for Novelty Toy Works Pty., Ltd., (Melbourne), makers of well-known Constructive Wood Toys.
Trove | The Beverley Times (WA : 1905 – 1977) | Sat 10 Dec 1921 | Page 4 | Advertising
World War I Recruiting
The business address also appears in a listing for the State Recruiting Committee of Victoria for April 17th 1918 which was still actively recruiting for the Great War (WWI) even though Armistice was signed in November of that year.
State Recruiting Committee of Victoria. MEETINGS WEDNESDAY, APRIL, 17,
Trove | The Argus (Melbourne, Vic. : 1848 – 1957) | Wed 17 Apr 1918 | Page 9 | FOR EMPIRE
[Various other locations shown but not included here]
NORTH FITZROY – Novelty Toy Works, 12.30 p.m., Sgt. Gibson, Sgt. Kellett.
Business Closure
The announcement of a Realisation Sale by Auction on November 15th 1923 indicates the beginning of the end for Novelty Toy Works. An example of the Realisation Auction listing, the text of which varies slightly across the various adverts, over preceding weeks and on the day of the auction:
THURSDAY, NOVEMBER IS. At Eleven O’Clock. At the Factory. 317 RAE STREET (Corner ALFRED STREET) NORTH FITZROY. Under Instructions from NOVELTY TOY WORKS PTY. LTD. REALISING AUCTION SALE SPLENDID FACTORY and WORKING PLANT, Erected on Land 49ft. Frontage to Rae Street, By Depth 98ft. Along Alfred Street. SEWERED, ELECTRIC LIGHT and POWER, GAS. Title. Certificate. SPECIAL NOTE. 1. FREEHOLD and PLANT to be First Offered As a Going Concern. 2. FREEHOLD, Without Plant. 3. PLANT, and Three Years Lease Factory. And if No Sale Effected MACHINERY and PLANT to be SOLD in LOTS. The VALUABLE MACHINERY and PLANT Comprises— IRON SAW BENCH, “Bevan and Edwards,” 18in. Saw, Crosscut and Rip, Almost New, 10in. IRON SAW BENCH. Crosscut and Rip, Almost New. 4 WOOD SAW BENCHES. SPARROW IRON PLANER and THICKNESSER. TURNING LATHES. 6ft. and 4ft Beds. Nearly New “WAGNER” ELECTRIC MOTOR, 10-12 H.P. Nearly New 7 H.P. KEROSENE ENGINE, Fuller and Johnston. Latest Model. SHAFTING and BELTING, To Drive 20 Machines. Benches, Vices, Circular Saw, Band Saw, Tools, &c. QUANTITY HUON PINE and RED PINE Pedestal Office Table. Full Particulars and Orders to View from the Auctioneers, BAYLEE and Co. (E. C. Murphy), 325 Collins Street.
Trove | The Argus (Melbourne, Vic. : 1848 – 1957) | Sat 10 Nov 1923 | Page 4 | Classified Advertising
Two points from this listing include that the Freehold or Lease was available which would indicate that the company owned the property at 317 Rae Street North Fitzroy, and that the toys they made consisted predominantly of Huon and Red Pine timber.
Liquidation
The end of the business can be confirmed with the liquidators notice in June 1925 and a final date of 1st July 1025.
NOTICE to Creditors of Intention to Declare Dividend. In the Matter of the Companies Act 1915, and In the Matter of NOVELTY TOY WORKS PROPRIETARY LIMITED (In Liquidation) -A First and Final DIVIDEND is intended to be Declared in the above matter. Creditors who have not proved their debts by the 1st day of July, 1925, will be excluded. Dated this 15th day of June, 1925. A. M. HUME, liquidator, 430 Little Collins street, Melbourne.
Trove | The Argus (Melbourne, Vic. : 1848 – 1957) | Tue 16 Jun 1925 | Page 17 | Classified Advertising
More Information Needed
I have been unable to find any results of the Realisation Sale or further information on the winding-up of the business. I would be interested to have information relevant to Novelty Toy Works along with any other Australian Toy Maker or toy-related business.
Related Posts:
A look at the Copyright Notices associated with Novelty Toy Works
Novelty Toy Works Marvelscope
Australian Toy Makers
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