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Andrew Berton Collection of Toy and Game Product Sell Sheets

Identifier: 121.9733

Materials in this collection date from 1969 to 2012 with the bulk of content dating from 1987 to 2009. Content includes original and photocopied product sell sheets, press kit photographs, magazine articles, serials, catalogs, and game instructions. Materials represent products from multiple countries including the United States, United Kingdom, Germany, China, Spain, the Netherlands, France, Japan, and Taiwan. Some pages are backed on paper with adhesive or appear cut down to a uniform size. Additionally, there is some duplication of product sell sheets when the subject applies to multiple categories.

Contents are arranged into three series, one of which is further divided into seven subseries, and preserves the creator’s original organization and classification of materials into categories.


  • 1969 - 2012
  • Majority of material found within 1987 - 2009


Conditions Governing Use

This collection is open for research use by staff of The Strong and by users of its library and archives. Though the donor has not transferred intellectual property rights (including, but not limited to any copyright, trademark, and associated rights therein) to The Strong, he has given permission for The Strong to make copies in all media for museum, educational, and research purposes.


7.25 Linear Feet (This collection is housed in 15 document boxes.)


This collection is comprised of international toy and game product sell sheets from manufacturers and individual entrepreneurs as collected and organized by Andrew Berton. The bulk of the materials are dated between 1987 and 2009.

Biographical Note

Born and raised in the United Kingdom, Andrew Berton began collecting antique penny slot machines at the age of twelve. He joined GKN in 1970 as a trainee engineer and later graduated from Loughborough University in 1977 with a Bachelor of Science degree. Berton moved to Australia in 1980, working as a financial and business administrator prior to opening a café. In 1989, Berton moved to the United States and founded Excel Development Group, Inc., a toy and game licensing agency. He has served as President of Excel Development for more than 30 years.

Berton is the designer of games including Aussie Snap (1986), Spellbinder (1987), Battle Cry! (1989), 13 Dead End Drive (1993), and Calamityville (2005). Berton won the Australian Toy Associate “Endeavour Award” for Aussie Snap.

System of Arrangement

Series I: Doll product sell sheets, 1986-2007

Series II: Game product sell sheets, 1969-2012

Series III: Toy product sell sheets, 1983-2012

Subseries A: Activity toy product sell sheets, 1983-2009 Subseries B: Construction toy sell sheets, 1985-2012 Subseries C: Infant and preschool toy product sell sheets, 1987-2012 Subseries D: Plush toy and puppet product sell sheets, 1985-2010 Subseries E: Sports activities product sell sheets, 1990-2008 Subseries F: Vehicle and ride-on product sell sheets, 1987-2008 Subseries G: All other toy product sell sheets, 1983-2012

Related Materials

Trade catalogs and other additional materials from Andrew Berton are housed in the library stacks of the Brian Sutton-Smith Library & Archives of Play.


Finding Aid to the Andrew Berton Collection of Toy and Game Product Sell Sheets
Nicole Pease
June 2023
Description rules

Repository Details

Part of the Brian Sutton-Smith Library and Archives of Play at The Strong Repository

The Strong
One Manhattan Square
Rochester NY 14607 USA
585.423.1886 (Fax)