Sir Isaac Newton is celebrated not only for his scientific genius but also for his association with the iconic executive toy, Newton’s cradle, which gained popularity in the 1970s as a staple for offices and homes, leading to a trend in kinetic toys and puzzles.
A new book titled Loncraine Broxton: Innovations & Executive Toys 1969-1997, published this month, chronicles the story behind the British company that produced these toys as a venture initiated by film director Richard Loncraine and archaeologist Peter Broxton.
Loncraine Broxton emerged from the creative minds of two graduates of art school in the 1960s. Their products, sold in the designer Terence Conran’s stores in London, were featured in influential films of the era like Sunday Bloody Sunday and were also given as gifts to passengers on Concorde flights, adding a playful touch to their journeys.
Reflecting on the past, Loncraine, now 78, remarked, “I never thought anyone would want to do a book about the madness of the 1970s and 1980s. I had no idea people even remembered our Newton’s cradle. It was intended to lighten the mood of bank managers—something silly yet acceptable for a desk.”
The concept of a pendulum illustrating Newton’s third law of motion was first introduced by 17th-century French physicist Edme Mariotte. The term "Newton’s cradle" was coined by actor Simon Prebble, who attempted to market a wooden-framed version in 1967, but it was Loncraine Broxton’s design, the Ballrace, that became a bestseller, inspired by a sleek coffee table crafted by architect Marcel Breuer.
Packaged in a clear acetate box featuring Newton’s third law in multiple languages, the Ballrace resonated with the aesthetic trends of the time. By 1971, Loncraine Broxton was designing chrome-plated objects for Conran’s displays, while their toys featured in the BBC program Tomorrow’s World and adorned the iconic Mr Chow restaurant in London.
The company’s creations became emblematic of a bureaucratic mindset. Director Terry Gilliam’s own Newton’s cradle appeared in his 1985 film Brazil, while variations of the toy have made their mark in pop culture, appearing in X-Men, The Office, and the popular video game Animal Crossing.
Loncraine explains the shiny look of his toys was largely due to financial constraints, as they operated near a plating company, allowing them to chrome plate their handmade products effectively. He had a keen interest in kinetic sculpture during his art school days, showcasing his work alongside renowned figures like Yoko Ono.
Despite finding success in the film industry as a director, Loncraine maintained his puzzle business, although Broxton became more involved in its operations. Their liquid geometry range and magnetic sculptures were quintessentially 1980s, leading to creative designs such as Magnetic Feel.
Loncraine directed films like The Missionary and the award-winning Richard III, gaining recognition for works like The Gathering Storm and The Special Relationship in the 2000s.
His collaboration with Ridley Scott marked a successful crossover into the film business, “That turned out quite well,” recalled Loncraine. However, by the 1990s, the novelty of executive toys had diminished. The company’s overexpansion and poor financial decisions culminated in its closure in 1997.
Recently revisiting the prototypes stored in his attic after a 25-year hiatus, Loncraine believes that there remains a market for these nostalgic toys amid the rise of stress-relief gadgets like fidget spinners. “No one remembers me for my films. I like the idea that I might be remembered for designing the Ballrace instead,” he mused.
