Au Printemps Toy Catalogue - October 1969

Au Printemps Toy Catalogue - October 1969 front cover

Au Printemps (In Springtime) is a chain of "grands magasins" department stores in France. Although it makes no reference to Xmas, this catalogue was printed in October 1969 well in time for the festive season (there's a dated printer's code on the back cover).

MMM is featured on the front and back covers, which are printed in full colour. The inside pages have black and white photographs on pastel-coloured backgrounds, which kept pre-press costs substantially lower. Toys are grouped by gender and age, with special sections for board games and more educational pastimes.

Of note is that Hot Wheels are still listed as offered by Jouets Rationnels, whereas MMM on the back page isn't. There's no mention of Mattel as distributor either, though.

Matt and Storm share the front cover with an Apollo track by Carrera as a suitable background.

The rear cover has a nice selection of MMM toys on a sandy moonscape. Where Sgt Storm is holding his breath with the visor open on his helmet, and where somebody's left an empty Moon Suit in the distance. :)

Au Printemps Toy Catalogue - October 1969 back cover

Translations by Paul Vreede:

Revivez, avec le Major MATT MASON et le Sergent STORM les épisodes les plus palpitants de la conquête de la lune. Avec ces jouets-maquettes établis d'après les plans officiels, vous reconstituerez le monde merveilleux des conquérants de l'espace. -
Relive, with major MATT MASON and Sergeant STORM the most thrilling episodes of the conquest of the moon. With these model-toys established following official designs, you recreate the marvellous world of the conquerors of space.

(MMM Logo) LES JOUETS SPATIAUX MATT MASON - MATT MASON SPACE TOYS

1-BASE SPATIALE, avec éclairage. A monter soi-même 105 F - SPACE BASE, with lighting. To build yourself

2-MAJOR MATT MASON équipé de son propulseur dorsal, sur un traîneau à réaction.. 25 F - MAJOR MATT MASON equipped with his back thruster, on a jet sled

3-REMORQUE en forme de bulle avec astronaute 48 F - TRAILER in the shape of a bubble with astronaut

4-SERGENT STORM dans son scaphandre lunaire à bras articulés (grâce à une pompe à air). 45 F - SERGEANT STORM in his lunar suit with articulated arms (thanks to an air pump)

5-VEHICULE LUNAIRE fonctionnant sur piles. S'utilise aussi comme treuil et grue. (sans astronaute). 75 F - LUNAR VEHICLE working on batteries. Can also be used as winch. (without astronaut)

6-CALLISTO, astronaute mystérieux. Avec accessoires lumineux. 27 F - CALLISTO, mysterious astronaut. With lighted accessories

(Au Printemps logo)

Major Matt Mason, Sergent Storm registred trade mark of Mattel Inc. ("registered" is misspelled on the catalog)
2462-10-69.- Imp.

John's Notes

I acquired this catalog sometime in 2023 and coincidentally Paul had translated his own copy, so this is a mix of my images and Paul's notes.

Paul's Notes

As usual I've kept the translation fairly literal to keep some of the characteristics of the French original text.

Judging by the not quite accurate descriptions it would appear the copywriter didn't much look at the photograph or any Mattel documentation.

The two typos in the registration text are understandable - in French there's no a in 'Sergent' and no e between the t and r of 'enrégistré'.

All Mattel images and captions are copyright Mattel and used without permission. All other content, including images and editorial, is Copyright © 1997-2023 John Eaton and/or contributors unless otherwise stated. If there are any comments or objections, please contact John Eaton or Paul Vreede.