The Jet brand was launched and marketed between 1974 and 1979 by Gillette Argentina, a subsidiary of the well-known American multinational Gillette, famous for its razors and personal care products. The idea behind Jet emerged in a context where Argentina was under a closed economic policy that restricted the importation of toys. Gillette Argentina sought to expand its business and saw miniature production as an opportunity to diversify its offerings in a market with limitations on imported products.
Gillette Argentina had high expectations for Jet, as the project was innovative both in terms of toy quality and commercial development. The brand launched graphic and television advertising campaigns to promote the Jet prototypes, aiming to capture consumer interest.
Jet miniatures were sold in toy stores and pharmacies, places where Gillette already distributed its products. The models came in various types of packaging, including large boxes for two miniatures, individual blisters, and promotional materials such as keychains, stickers, and cases for storing several cars called "Garajet." All miniatures were produced in 1/64 scale.
A total of 24 Jet miniature models were produced. However, several prototypes never made it to market. Despite this, images of these prototypes circulate online, providing a glimpse of what could have been the expansion of the line.
The Jet brand by Gillette represents an interesting chapter in the history of toys in Argentina, standing out for its efforts in innovation and adaptation to a challenging market.
