Toy (chewing gum)

Toy was a much liked chewing gum sold in Sweden.

History

Toy was created in 1934 by Marabou. In the 1960s and 1970s the chewing gum was an enormously popular in both Sweden and Norway and 600 - 700 tonnes of chewing gum were sold every year. Production was later taken over by Malaco who moved the manufacturing to Denmark. During the 1990s a few hundred tonnes of chewing gum per year was made, but in 1998 the production was discontinued due to increased competition, mainly from sugar free chewing gums. The launch of sugar free Toy failed. For the 70th anniversary in 2004 a special edition batch of 700 000 packs were sold for a short period of time.

Toy was sold in Sweden with the famous catchphrase "Ta't lugnt, ta en Toy" (="Take it easy, have a Toy"). Another slogan used was "Frisk i mun med Toy" (="Fresh mouth with Toy").

Alice Babs starred in several advertising films with Toy singing: "Jag känns väl igen från kartongen/och kanske även på sången" (="I may be recognised from the pack / and maybe also on my singing").

References

* [http://sv.wikipedia.org/wiki/Toy This article in Swedish]