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The 1960s/1970s
Century 21 Toys

Century 21 Toys advert from Joe 90 Top Secret issue #3

Century 21 had already produced very popular toys from Thunderbirds and Captain Scarlet And The Mysterons. With Joe 90 they released two versions of Mac's Car, a version of Sam Loover's Car, a dart gun target game, a badge, and Joe's case.

Joe 90 Friction Drive Car
Joe 90 Friction Drive Car box

JOE 90 FRICTION DRIVE CAR
© ATV (OVERSEAS) LTD. 1968

Much larger than the Dinky version, this toy is friction drive and has retractable wings. Push down the turbines, and they pop out again. There is even a little figure of Joe in the cockpit.

12" long, 21/11d.
Made in England.

JOE 90 BATTERY OPERATED CAR
© ATV (OVERSEAS) LTD. 1968
© CENTURY 21 MERCHANDISING LTD.

Possibly the rarest of the Century 21 toys is this battery operated version of Mac's car. It looks almost identical to the friction drive version and features:

  • Forward and reverse movement
  • Pre-set rear wheel steering
  • Hand operated tail fins
  • Automatic wing action
  • Real headlights

Powered by two "D" size 1.5V batteries and operated by a walkie-talkie style control (not wireless) this marvellous toy does exactly what it says on the box. It goes forwards and backwards, opening and closing its wings, with its headlights on. Hours of fun.

12" long, 39/11d.
Made in England.

Joe 90 Battery Operated Car
Joe 90 Battery Operated Car box

Sam Loover's Saloon
Sam Loover's Saloon box

SAM LOOVER'S SALOON
© 1968 Century 21 Merchandising Ltd.

A nice rendition of Sam Loover's car but sadly, like the Dinky version, there is very little "extra" play value. It features:

  • Friction drive
  • Opening bonnet
  • Spring suspension
  • Metallised turbine engine

7" long, 6/11d.
Made in England.

JOE 90 CRACKSHOT!
WITH WHISTLE SILENCER
© 1968 CENTURY 21
MERCHANDISING LTD., LONDON, ENGLAND.

Non-lethal target practice for the kiddies with this tiny gun. Includes a silencer, four sucker darts, and four targets (a car, a rocket, a tank and an aeroplane).

I assume you couldn't use the silencer and the darts at the same time, so the possibility of suckering someone to death with any degree of stealth was negated. Still, plenty of opportunity to torture the cat.

3/11d.
Made in Hong Kong.

Joe 90 Crackshot!

Century 21 Joe 90 badge

JOE 90 BADGE
© 1968 Century 21
Merchandising Ltd., London, England.

A white plastic pin-on badge with two-colour globe motif and "WIN" & "MOST SPECIAL AGENT" in metallic red.

Originally came on a header card with five other badges. Click here to see how it appeared in the shops.

Measures 2½" x 1¾", 9d.
Made in Hong Kong.

JOE 90 CASE
© 1968 CENTURY 21
MERCHANDISING LTD., LONDON, ENGLAND.

The ideal gift for any nine-year-old secret agent. With concealed compartments that contain everything you need for dangerous missions: a pistol, silencer & sucker darts (from the "Crackshot!" game), a W.I.N. badge (similar to the one above, but smaller), a W.I.N. transmitter water pistol, and a pair of electrode glasses.

39/11d.
Images courtesy of Peter Rice.

Joe 90 Case - open

Joe 90 Case - polythene wrapperJoe 90 Case - closed

Last modified 06 February 2007

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