Norev, a little car with a big history

The year is 1945. Three brothers – Joseph, Paul and Emile Véron – open a toy company in Lyon named ‘Norev’ (their surname spelled backwards). Joseph, a trained chemist working at Rhodiaceta, takes the reins.

The first toy produced by Norev was a children’s wristwatch. This was followed by miniature baby’s bottles and potties. In 1953, after being turned down by several other makes, the three brothers got the go-ahead from Simca to reproduce their car as a miniature model: a Simca 9 Aronde, made with Rhodialite plastic in deference to Joseph’s love of chemistry. Other models, including the Citroën Traction, Ford Vedette, Panhard Dyna, Renault 4CV and Peugeot 203, were soon added to the collection and success followed.

© Norev

In 1956, the 10,000-sq. m factory in Villeurbanne, on Rue du 4 août 1789, employed more than 400 workers! A second factory was opened in 1970, also in Villeurbanne. At their peak in 1976, more than 100,000 miniature cars were produced in these factories every day. In the meantime, Emile left Norev to found Rail-Route Jouets. In 1964, he launched his own miniature car brand named Majorette, becoming a major direct competitor to Norev.

Over the years, the two brands, weakened by a series of financial difficulties, followed divergent paths. Majorette focussed on large-scale production of toy model cars (this year is the 60th anniversary!), while Norev, taken over in 1986 by Marc Fischer, Joseph Véron’s son-in-law, shifted its attention to collectors. Although the two factories in Villeurbanne closed their doors in 1991, the brand continues to design its models at its head office in Vaulx-en-Velin. Each month, nearly 20 different models are produced, now in metal, with price tags ranging from a few euros to several hundred, depending on the vehicle’s scale and rareness. Norev also sells wooden garages and toys. A true delight for car enthusiasts of all ages.

To start or add to your collection, visit norev.com or your favourite toy shop.