You’d think a global conflict would stop toy production in its tracks. It didn't. In fact, between 1914 and 1918, the world of first world war toys exploded into a weird, fascinating, and sometimes slightly macabre industry that mirrored the trenches. Kids weren't just playing "house" anymore. They were playing "attrition."
War changes everything. It changes what we eat, how we talk, and definitely what we give our children for Christmas. Before the Great War, Germany was basically the toy capital of the world. Nuremberg was the hub. If you had a high-quality tin soldier or a beautifully painted doll, it probably came from a German factory like Bing or Märklin. But when the war started, those supply lines snapped. Suddenly, British, French, and American manufacturers had to step up. They didn't just copy the old designs; they made the war the main attraction.
When the nursery became a battlefield
It's kinda jarring to see a child's tea set decorated with images of field guns. But that was the reality. Propaganda wasn't just for posters; it was for the playroom.
Manufacturers realized pretty quickly that kids wanted to emulate their fathers and older brothers. This led to a massive surge in military-themed toys. We aren't just talking about a few lead soldiers. We’re talking about scaled-down, functional models of the very tech that was killing people by the millions.
Take the "Dreadnought" craze. Before the land war even peaked, the naval arms race between Britain and Germany was the biggest news on the planet. Toy companies started churning out grey-painted battleships made of tinplate. They had working springs. They could actually fire little wooden projectiles. Imagine a seven-year-old in 1915 London, sitting on his rug, re-enacting the Battle of Jutland. It was total immersion.
But it wasn't just ships. The British company Britains Ltd is the name you’ll see most often in the archives. They were the masters of the lead soldier. Before 1914, their figures were often bright and ceremonial—think red coats and bearskin hats. Once the reality of the Western Front set in, the toys changed. The paint jobs became drab khaki. They started producing stretcher-bearer sets, complete with tiny wounded men on tiny litters. Honestly, the level of "realism" was a bit intense by modern standards. There was even a "Gas Alert" set produced later on, featuring soldiers in early, nightmare-inducing gas masks.
The death of the German toy empire
For decades, the "Made in Germany" stamp was a mark of toy royalty. Then the blockade happened. The British Royal Navy effectively cut off German exports, which left a massive hole in the market.
This was the big break for brands like Meccano.
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Frank Hornby, the guy who invented Meccano, leaned hard into the patriotic sentiment. Meccano sets weren't just for building cranes anymore. Instruction manuals started featuring designs for armored cars, biplanes, and heavy artillery. The "Boy's Own" adventure vibe was everywhere. It gave kids a sense of participation. If you could build a Meccano tank, you were basically part of the war effort. Or at least, that's what the marketing suggested.
The rise of the "war doll" and soft toys
We usually think of first world war toys as being all about metal and machinery. That’s a mistake. The soft toy market went through a radical transformation too.
You’ve heard of the Teddy Bear, right? It was already popular thanks to Teddy Roosevelt, but the war gave it a new job. Soldiers started taking "mascot" bears into the trenches. They were small enough to tuck into a tunic. Back home, girls were being sold "Red Cross" dolls. These weren't just pretty faces in Victorian dresses; they were nurses. They came with bandages and tiny medicine bottles.
Then there was the "Foch" doll. Marshal Ferdinand Foch was a French hero, and suddenly, kids were sleeping with stuffed versions of high-ranking generals. It sounds bizarre now. Can you imagine a toddler today cuddling a General Patraeus plushie? Probably not. But in 1917, it was a way for families to feel connected to the high command.
Why the materials matter
If you ever find an authentic toy from this era in an attic, you’ll notice something. It feels light. Or maybe it feels like it’s made of compressed paper.
That’s because metal was needed for bullets.
As the war dragged on, "strategic materials" like tin, lead, and brass were diverted to munitions factories. Toy makers had to get creative. This is when we see the rise of composition toys. This was basically a mix of sawdust, glue, and plaster. It was cheap, it was durable-ish, and it didn't take away from the shell production. Lineol and Elastolin, two German companies that managed to keep some production going for the domestic market, became famous for these composition figures. They have a specific, matte texture that collectors today go crazy for.
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The psychological impact of play
Some historians, like Kenneth Brown in his research on the British toy industry, have pointed out that these toys weren't just "fun." They were a form of socialization. They prepared a generation of boys for the idea of service.
When you play with a "realistic" trench set—yes, they actually sold wooden trench systems for the floor—you are normalizing the environment of the war. There was no "Call of Duty" back then. There was just the floor of the parlor and a bunch of lead men.
Interestingly, there was a counter-movement. Some Quaker groups and pacifist organizations tried to promote "peace toys." They wanted kids to play with farm animals and building blocks that didn't have gun turrets. It didn't work. The sheer gravity of the war was too strong. Even the board games of the time, like "The Silver Bullet" or "Towards Berlin," were centered on the singular goal of defeating the Central Powers.
How to identify authentic First World War toys today
If you’re looking to start a collection or you think you’ve found something in a box of your great-grandfather’s stuff, you need to look for specific markers.
First, look at the uniforms.
In 1914, uniforms were a mess of transition. French soldiers famously started the war in bright blue coats and red trousers—terrible for camoflauge, great for toy makers. By 1915, they switched to "horizon blue." If you find a toy soldier in red pants, it’s likely an early-war piece or a pre-war leftover.
Second, check the weight.
Lead soldiers from this era are usually "hollow cast." This was a technique pioneered by William Britain Jr. You pour the molten lead into the mold, wait a few seconds for the outside to cool, and then pour the liquid center back out. It makes the toy lighter and cheaper. If it’s solid lead, it might be older or a different manufacturer altogether.
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Third, look for the "Tax" stamps.
In the US, after they entered the war in 1917, luxury taxes were applied to many items. Some toys from this period still carry evidence of these stamps or specific wartime packaging that mentions "War Savings Stamps."
The legacy of the Great War in the toy box
The war ended, but the toys didn't go back to the way they were. The dominance of German toys was broken for good. The American toy industry, specifically companies in places like Girard, Pennsylvania (The "Toy Capital of the World" for a while), took over.
We also saw the birth of the "action figure" concept, even if they didn't call it that yet. The idea that a toy should be a realistic representation of a contemporary hero started right here.
What you should do next if you're interested
If this sparked something for you, don't just take my word for it. The history of first world war toys is best seen in person.
- Visit the V&A Museum of Childhood in London if you’re ever in the UK. They have one of the most sobering collections of wartime playthings in existence.
- Check out the "Old Toy Soldier" auctions. Websites like Vectis Auctions often have detailed catalogs. Looking at these catalogs is a free masterclass in identifying different manufacturers like Taylor & Barrett or Heyde.
- Read "The Second Victory" by Peter Harrington. It’s one of the few books that really digs into the military toy phenomenon without being a boring price guide.
- Inspect your own family heirlooms. Look for "DRGM" marks (German registered design) or "Made in England" stamps. You might be holding a piece of 1916 history.
The toys of the Great War were never just playthings. They were a bridge between the terrifying reality of the adult world and the protected space of childhood. They tell us more about the 1910s than any textbook ever could.
Practical Insight: If you are buying these items today, be extremely careful with lead paint. Toys from this era are almost 100% coated in lead-based pigments. They are historical artifacts, not toys for modern children. Keep them behind glass and wash your hands after handling them. Authentic "composition" figures are also prone to "crazing" or cracking if the humidity changes too much, so keep them in a climate-controlled room if you want them to last another century.