We catch up with Eloise Davies, MD, and the new 'face' of the well-established Oxford Diecast and Oxford Rail brands to discover her interests and the business behind the making of models.

Howard: Oxford is an iconic name and runs in your family — what was your first memorable encounter with the brand?

Eloise: I grew up surrounded by miniature vehicles – they were part of everyday life. One of my earliest memories is helping to pack models into boxes in the factory with my Dad during school holidays. At the time, I didn’t really grasp what Oxford Diecast represented to collectors, but I remember the smell of the machinery, the melting plastic and the shiny paint.

Eloise follows in the footsteps of her father, Lyndon Davies as she runs Oxford Diecast. Lyndon has taken a step back from the daily running of this family business following ill health.

As I reached my teens, I was always looking for ways to earn some pocket money, and I would help pack magazines into envelopes. It’s funny to think that something that felt so ordinary then is now such a huge part of my life.

H: What does a 'day in the life' of the MD of Oxford Diecast and Oxford Rail actually look like? More boardroom or more die-cast/train room?

E: It’s definitely more varied than glamorous! My day could start with product development, managing the team, managing shows and end with ordering bin bags and toilet rolls. I like being hands-on and working within the warehouse so while there’s plenty of time spent at a desk, I’m just as likely to be in the warehouse, talking to the team, getting some inspiration for my next marketing campaign or unloading the odd container! 

Eloise has taken the Oxford brand to social media with fresh ideas such as 'Live Mystery Box' events. Here, live packing of customer orders takes place with friendly discussion.

H: Oxford has fans ranging from children to seasoned collectors. How do you balance nostalgia with modern appeal?

E: Our main focus is accurate vehicles from the past – nostalgia is powerful. Many collectors have been with Oxford since the early days but we also want to capture the imagination of younger audiences. We do that through new liveries, collaborations, and social media storytelling that bridges generations. The goal is always to make something that sparks a memory for one person while creating a new one for someone else. You would be surprised how many kids can spot an old Land Rover.

New or pre-owned, we've a healthy selection of different generations of Land Rovers in stock. Where items already made show out of stock, a pre-order with us sees an estimated delivery to customers of around 1-2 weeks. This example at £7.42 is in TT:120 scale. Meanwhile, further 1:76 scale / 'OO' variants can be found here.

 


Oxford Rail's Cowans Sheldon crane was revealed in 2020. The project has since evolved significantly to become a mechanically working crane with an accompanying match truck for support and transport. Its revised retail price is £99.95 (£84.94 TMC price). Get yours, here.

H: Can you share a moment when a model exceeded your expectations — perhaps a ‘sleeper hit' or unexpected fan favourite?

E: Two spring to mind, one expected and one totally unexpected. The Dennis Eagle Biffa Truck and a re- run of the Bedford HA Van with the livery B Taylor Builders from a famous TV show. First run in 2011 and on a whim run again in 2024, we are still shipping them out after two further reruns!

Finding its way into many model cameos (wheelie bins available here!) Oxford Diecast's Dennis Eagle refuse truck is a present-day scene 'must-have'! £20.77. Add to basket.

HA021 Oxford Diecast 1:43 O Gauge Oxford Diecast B Taylor Builders (Auf Wiedersehen) Bedford HA Van - £14.36. Add to basket for delivery in 1-2 weeks.

H: The die-cast and model rail market has global appeal — how do you keep your fingers on the pulse of what enthusiasts want?

E: A mix of listening, observing, and good old-fashioned curiosity. We get incredible feedback through collectors’ groups, shows, and social media. Enthusiasts are passionate and vocal, so staying in tune with them is both easy and essential.

 

Model world secrets

H: What’s the weirdest or most obscure model you've been asked to make? Did you say yes?

E: Probably our line of theme park models for Thorpe Park, definitely one of the more unexpected projects we’ve ever taken on! We created miniature versions of the ride seats from Swarm and Rita, complete with all the details. It was a fun change from our usual vehicles, but a huge technical challenge. We’ve since been asked to develop updated versions, but it’s such a big project that, for now, we’ve had to park it while we focus on other ranges.

Oxford created detailed miniature versions of the ride seats from 'Swarm' and 'Rita' for Thorpe Park, using its mastered manufacturing techniques. From a manufacturer producing models of excavators, aircraft, tanks and more, it's not that far a departure from its wide-reaching list of subjects.

 

H: What’s the biggest myth people have about the die-cast or model rail industry?

E: That what we produce are ‘toys’. The truth is, it’s an incredibly technical and detailed industry, a blend of engineering, artistry, and nostalgia. The precision and research that goes into each model would surprise a lot of people. Every curve, font, and livery colour has to be spot-on.

H: Any Easter eggs or little hidden details in Oxford models that fans might not know about?

E: We’ve had a few subtle nods over the years. My father Lyndon, known to many as Taff, would often drop 'TAFF' in very tiny text into articles. We recently incorporated that into one of our Rail Tractor Shunter, one of the liveries has TAFF on it, but you would need your magnifying glass to find it!

Oxford Rail's 'OO' compatible 1:76 scale Fordson tractor rail shunter's have been widely adopted by modellers seeking small 'posable' yard and dock shunters. Available in blue, yellow and red, they're attractive collection additions, too. Get yours here for just £10.15!

H: If you could launch a totally out-there model line with no budget limits, what would it be?

E: Definitely a range of all the cars I’ve ever owned - number plates and all. Every collector wants to see their own pride and joy in miniature… though I doubt my old runarounds would fly off the shelves, and licensing might have a few words to say about it!

 

Behind the scenes

H: Die-cast models seem small, but how big are the logistics behind making one? What’s the typical journey from idea to box?

E: Huge! It starts with research, 3D scanning an existing vehicle or using measurements and CAD drawings, then moves into tooling, which is a massive investment. If we are producing a licensed model each step has to go through approvals with the licensing agencies and modifications made.

Every step has its own challenges, and it can take over a year from concept to shelf. People see a small model, but behind it is a global operation involving designers, engineers, and factories working in sync.

More than 30 years ago in September, 1993, Oxford's first products rolled off the production line. Today, as well as its headquarters in Swansea, South Wales, it has subsidiary companies in China and North America.

 

Manufacturing took place at the Microlink plant in Swansea (formerly the Mettoy and Corgi manufacturing facilities). As the last British-built Corgi - the Toyota Celica - rolled off the production lines, a new brand was being established with the production of the Bullnose Morris. Within two years more than 500,000 models had been made. Oxford had arrived, and all products were used promotionally.

H: How do you decide on liveries or model variations? Is there a lot of heated internal debate, or is it fan-led?

E: A bit of both. We are lucky to have our Product Team led by Adrienne Fuller, a well-established name in the industry, who tends to just know what will work and what wont. We do listen closely to collectors; they often know which vehicles will resonate most. The best results usually come from that mix of instinct and feedback.

Adrienne Fuller carries experience in the industry and has a steady 'hand on the tiller', leading Oxford's product team. She comments, "After many years in the industry, it has been like a breath of fresh air to work at Oxford Diecast. Not only to work with Lyndon with his extensive knowledge of the die-cast industry but more recently with Eloise. The personal relationships with a family company is so rewarding and although now a pensioner, I continue to enjoy my job and hopefully continue for a few years more!"

H: Have there been any memorable design failures or funny factory mishaps you can laugh about now?

E: Oh, plenty. We’ve had wheels the wrong colour, graphics printed upside down, once we fully tooled a model that was meant to be 1:76 and someone wrote the sizes down wrong, it now sits in the range as a non-scaled item – an expensive mistake! It’s all part of the learning curve. Thankfully, we catch most of it before it reaches the shelves, but it keeps us on our toes!

H: What’s one part of the process that people never think about but takes a huge amount of work?

Approvals with licensing. Getting a license is the first step, agreeing which models you will make, and in what time frame. Then, approving them along each step of the journey. It can cause some pretty big hold ups!

 

Leadership & legacy

H: What’s been your proudest moment so far as MD? And, what’s your vision for Oxford Diecast and Oxford Rail over the next 5–10 years? Any major evolutions on the horizon?

E: When we bought Oxford Diecast back home into family ownership. We knew that is where it belonged, and despite the challenges my father has had, his words resonated with me some years ago. ‘I will live and die in this industry’.

We want to keep growing internationally and exploring new materials and technologies while staying true to what makes Oxford special. 

H: If you could go back and give yourself one piece of advice before taking the role, what would it be?

E: There is only going to be one of you, and there is only so much one of you can achieve. 'Imposter syndrome' will set in, but you have to keep looking at what you have achieved. And maybe, "there’s no such thing as a quiet week!"

 

Just for fun

H: You're stranded on a desert island — but for some reason, you can take three Oxford models with you. Which ones make the cut?

E: One of our Back to the Future models, just in case it still has a bit of time-travel magic left in it! An ice cream van, to remind me of summer days back home. And our best seller, the Dennis Eagle Biffa truck, since it never seems to stop selling out – it might keep me in trade if I ever meet another castaway!

A great selection of summer season joy can be found in the Oxford Diecast range of vehicles. Explore these, here.

H: If you had to name a new die-cast or rail line after a biscuit, which would it be and why?

E: I’d go for 'Hobnob Heritage'. Strong, dependable, and unmistakably British. Like our models, they’re built to last.

H: What’s your guilty pleasure — something totally non-railway or diecast-related that you’re obsessed with?

E: Crime documentaries – I am not sure what that says about me but I cannot get enough of them! That is where you will find me on a dark evening, in my pyjamas and in my imagination, fighting crime!  

 

Discover the Oxford range!

 

All Oxford Diecast 'N' (1:148)

All Oxford Diecast 'TT:120' (1:120)

All Oxford Diecast 'OO' (1:76)

All Oxford Diecast 'HO' (1:87)

All Oxford Diecast 'O' (1:43)

 

All Oxford Diecast 1:72 aviation models