The mid-twentieth century was a golden era for New Zealand-made toys. A post-WWII baby boom, coupled with a blossoming economy and thriving local manufacturing industry, meant that the range of locally made toys was prolific. These stamps represented some of the best-known examples of the era.
By the end of the war in 1945, there had been no toy imports for more than half a decade. Some existing New Zealand manufacturers saw an opportunity to diversify into toy production, and new companies also set up.
In the immediate post-war era, import restrictions remained in place to protect New Zealand manufacturers. The post-war Labour government actively encouraged local production. Former prime minister Walter Nash, then Finance Minister, was instrumental in protecting and encouraging the New Zealand manufacturing industry. On a visit to the United Kingdom he specifically focused on the rules and regulations for toy production and imports, aiming to maintain New Zealand-based toy manufacturing.
Whatever the origin, material or history, one thing all toys have in common is their nostalgic appeal and the strong childhood memories that only this type of object can evoke.
Product listing for Mid-century Toys
| Image | Title | Description | Price |
|---|---|---|---|
 |
Set of Stamps |
Mint, used or cancelled set of nine gummed stamps. Individual stamps in this set$2.00 WWII hospital shipThis homemade toy was based on a typical war-time hospital ship. During the war, toys regularly took on a military theme. Te Papa GH024583. $2.00 Hercules tractorWellington based Hercules Steel Products specialised in making robust pressed steel toys. Tractors and other farm vehicles were popular in the mid-century when the New Zealand economy relied heavily on farming. Te Papa GH024262 $2.00 Fun Ho! carEstablished in 1935, Fun Ho! toys have become iconic and highly collectable. The company continues to make the aluminium sand-cast toys in Inglewood, Taranaki, where there is a museum dedicated to showcasing the massive variety of products. $2.00 Lines Bros. dump truckSome overseas companies such as Lines Bros. set themselves up in New Zealand, under local branding. Alongside tinplate toys like this dump truck they also made other toys and dolls. Te Papa GH004854 $2.00 Luvme teddy bearLuvme Toy Manufacturing Co. Ltd was set up in Auckland in 1939. It was the first and longest lasting of the New Zealand soft toy companies. Teddy bears have continued to be a favourite toy since their inception. $2.00 TrainThis wooden train with its multi-coloured blocks was more than just a toy. Blocks promoted hand-eye co-ordination in young children, demonstrated contrasting shapes and colours, and could be used for construction and demolition. Te Papa GH022164 $2.00 Paper dollPaper dolls became popular in times of economic depression or during the war years because they were cheap to buy and make. This paper doll belonged to a Wellington girl who made up games and designed many outfits for this and other paper dolls in the 1950s. Her dolls ranged from babies to elegantly dressed women. Te Papa GH011541 $2.00 H. E. Ramsey Mary Lou dollMade by the same toy manufacturer who made the Buzzy Bee, Mary Lou was one of the first in a range of toys made on a wood lathe. The range came to include a variety of animals and other characters including Oscar Ostrich, Richard Rabbit and Trikey Tom. Te Papa GH011669 $2.00 Pedigree Māori dollThis doll was made under license in New Zealand in the 1960s. This doll travelled the world with its child owner who treasured it, but it was only ever played with when the family were travelling. At other times it was packed away for safe keeping - it even has its original plastic tiki. Te Papa GH017608 |
$18.00 |
 |
Set of First Day Covers |
Set of two first day covers with nine gummed stamps affixed. Cancelled on the first day of issue. |
$19.00 |
Technical information
| Date of issue: | 5 July 2023 |
|---|---|
| Number of stamps: | Nine gummed stamps |
| Denominations: | Nine x $2.00 |
| Stamps and first day covers designed by: | Helen Perkins, NZ Post, Wellington, New Zealand |
| Printer and process: | Brebner Print, Napier, New Zealand by offset lithography |
| Number of colours: | Four process colours |
| Stamp size and format: | 35mm x 45mm (horizontal) |
| Stamp sheet size and format: | 180mm x 235mm (vertical) |
| Paper type: | Red phosphor gummed 106gsm |
| Number of stamps per sheet: | Nine |
| Perforation gauge: | 14.286 x 14.47 |
| Period of sale: | These stamps remained on sale until 4 July 2024. First day covers remained on sale until 4 September 2023. |
