By Maz Woolley
Many collectors received an email late on 20/3/2019 like the one shown below stating that the Atlas Dinky Deluxe series running in the UK is complete.
When I looked at my account on the Atlas website the collection shows as cancelled and not as complete and two models that I have not yet received are shown as having been sent. It will also be interesting to see if those who subscribed to the series at the higher rate to pay for a ‘Dinky’ garage will actually get one, and if not what DeAgostini as the owner of Atlas will do about taking their money under false pretences.
If we look at the collection advert above from their website it reflects the original publicity material for this series. I note that two models in the picture have never shipped to collectors: the Ford Galaxie; and Mercedes 230SL. Yet DeAgostini is currently selling them on their ModelSpace site. It seems a very poor reward for those who have subscribed to the series that they have to scrabble about elsewhere, and pay more, to get models that they should have had in the collection in the first place.
For the sake of completeness I include a table below which lists all the models that Atlas/DeAgostini say formed my collection though please note the final two are ‘in the post’. My apologies for the inconsistent presentation that is as Atlas created the entries.
If any reader has any details of additional models that they have received from Atlas in this collection please let me know (firstname.lastname@example.org) so that if there are any others we can create a full list.
It is clear that the collection was very different to that many UK collectors hoped for. The original test marketing promised many Binns Road Dinkys that have never appeared. There are even items on the revised collection advertising, issued when the collection finally launched, that have not been delivered to subscribers.
All in all I believe that the business practices of DeAgostini and its Atlas subsidiary have fallen well short of what loyal customers might expect. They accepted subscribers to series like the Jaguar Collection and Dinky Trucks long after they had finished the collection for early subscribers and then closed the collections for later subscribers well short of delivering them all the models the earlier subscribers got. They have also failed to send out advertised models in various collections despite the fact that in some cases the items were being sold to the wholesale trade in significant numbers and even available on DeAgostini’s own Model Space website.
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