Flashy Flickers

The Flashy Flickers Magic Picture Gun was produced by Louis Marx & Co. Inc, based in New York, USA in 1965. They were primarily sold in retail stores such as Sears Robuck, Montgomery Ward and JC Penny, a fully licensed collectible by King Features Syndicate.

Marx toys company was founded by Louis Marx and his brother David Marx in New York, USA in 1919. Both brothers were ambitious business men, understanding that the key to toy manufacturing success was, in their words, “familiarity, surprise, skill, play value, comprehensibility and sturdiness”. With this savvy business sense the brothers were millionaires within two years. During the 1920’s, Marx toy company sold about 1 Million Yo-Yo’s.

Even through the Great Depression Marx toys company flourished, mainly due to its extensive line of lithographed tin plate, and wood related toys. In 1937, a London newspaper declared Mr. Marx was the “Toy King of the World”. By 1938, Marx toy company employed over 4,500 workers. By 1955, Marx toy company became the largest toy manufacturer in the world. In 1946, Fortune magazine declared him “Toy King”. In 1955, Marx toy company was featured on the cover of “Time Magazine” and proclaimed again, as “The Toy King”. Marx toy company was inducted into the Toy Industry Hall of Fame, again proclaiming him the “Henry Ford” of the toy industry.

By 1959, the demand for American toys had become a billion dollar a year business, and with plants all over the world Marx toy company was already in front-of-the-game. During the early 1960’s Marx toy company became a leading player with the new era of plastic toys. In 1972, the Marx toy company was sold to the Quaker Oats Company (who also owned Fisher Price at the time) for $54 million, over $350 million in today’s dollars.

The plastic toy shaped like a ‘Gun’ functions as a battery-powered picture projector. Once a roll of film is inserted at the top of the projector gun, an image is projected through an internal light source. As one navigates through the images, the roll of pictures spools at the bottom of the projector gun. The focus of the projected image can be adjusted by twisting the black end of the projector gun to the left or right.

The toy was manufactured in two distinct countries: one was produced in the United States, specifically in Erie, Pennsylvania, while the other was produced in the United Kingdom, in Swansea.

There were three distinct sets of Phantom associated Flashy Flickers: the standard United States version, the United Kingdom version, and a United States Mail-Order version. Minor variations are present in the packaging, instruction manual, and the projector gun itself.

USA Version

UK Version

Mail-Order Version

This particular Flashy Flickers Magic Picture Gun set was never sold in retail stores but exclusively only purchased through mail-order. The more commonly seen set was opened at the top where the carry handle was present. This set came with no carry handle and was opened at the side of the box.

Phantom images appear on a film reel in vibrant color, which additionally features depictions of Hi and Lois, Blondie, and Prince Valiant. The representations of the Phantom are derived from a comic strip adventure titled ‘The Mysterious Island’, presented across 29 slides.

Although the projector gun came with 4 picture reels, additional picture reels could be purchased separately containing a variety of comic characters, including Batman, Flash, Green Lantern, Wonder Woman, Aquaman, Blondie, Prince Valiant, Johnny West, Gnibble, Pony Tail and Tomahawk.