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The City of Prague Museum

Feel Free to Grab a Směr Toy

In 2017, the City of Prague Museum prepared an exhibition of the Směr Praha Cooperative which was part of the Object of the Season series that was called FEEL FREE TO GRAB A SMĚR TOY. The updated version of this exhibition is now available on the City of Prague Museum website.

A tagline, which sticks in the minds of many generations of Czechoslovak children, is indivisibly connected with the name of Směr Praha Cooperative, the leading Czech producer of toys and plastic products prior to 1989.

On 11 July 1952, the founding general meeting in Mánes Café established the cooperative, officially approving the adoption of more than a hundred of interests of small Prague businessmen who in this way saved their existence in a state-directed co-op environment after 1948. The former U Kočků Palace in Jilská Street in Prague’s Old Town became the official seat of the new cooperative which received its name after the military-constructive song Směr Praha (Prague Song). The title was to symbolise enthusiasm and devotion needed for the development of the cooperative in a state-planned economy.

Criterion, Směr Cooperative promotion printing material, 1980s

The golden era of Směr came in the 1960s; the production expanded and integrated into the newly purchased compound in Petrovice. The cooperative focused on the production of toys and plastic models as well as on industrial production of pressed parts, foils, and plastic bags. At that time, many competent people, whom the political system deprived of doing their professions, found jobs there. A wide range of fine artists worked with the cooperative: Vojtěch Kubašta, Bohumil Konečný aka Bimbo, and the industrial designer František Kardaus.

The best-selling products in the history of Směr undoubtedly include the iconic board games such as Kloboučku hop (Jumping Cones), Blechy (Fleas), and Loyd’s ‘15’ as well as the ‘Roloped’ push bike. Furthermore, the plastic water toys such as the little duck, frog, and fish and the musical toy ‘Kazoo’ have been selling up to this day. Plastic models of all kinds of means of transportation are very popular among modellers.



Skoda Tudor

Bakelite, after 1947, MMP H 201.845

Tatra 607, single-seater

Bakelite, 1950s–1960s, MMP H 201.844


Tatra 603

Bakelite, 1950s–1960s, MMP H 201.844


Skoda Octavia 1200

Bakelite, 1960s, MMP H300.075


Skoda 706 RTO Bus

plastic, 1960s–1970s, MMP H 309.338


Painter, Hej Rup Series


around 1985, MMP H 300.066


Gardener, Hej Rup Series


around 1985, MMP H 300.067


Digger, Hej Rup Series


around 1985, MMP H 300.068


Doctor, Hej Rup Series


around 1985, MMP H 300.069


Cook, Hej Rup Series


around 1985, MMP H 300.070

Car – Mini Truck – Freezing Plant

plastic, around 1985, MMP H 300.077

Car – Old Timer, Ford T – Convertible

plastic, around 1985, MMP H 300.078



Bakelite, 1960s, MMP H 300.080


Game ‘15’


Bakelite, 1960s, MMP H 300.081

Mini Tivoli Game – Flower

1980s, MMP H 300.083


Jumping Cones!

1970s, MMP H 300.082



1980s, MMP 300.085


Kazoo – musical toy

plastic, 1980s, MMP H 300.084



plastic, after 1970, MMP H201.775


Směr Praha Cooperative Catalogue



around 1985, MMP H 292.299



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