Dickheads (brand)

Dickheads were a brand of matches released by Australian businessman Dick Smith in 1999, and later discontinued. The name is a pun on the Redheads brand of matches.

The match boxes were originally printed and made in North Richmond, New South Wales, Australia by Hanna Match, from local and imported materials. The graphic designer who designed the iconic brand was Craig Gregory. Later they were distributed by Steric Trading Pty Ltd in Villawood NSW. While the matchsticks and matchheads were made overseas, local packaging allowed the product to be labelled "Australian made". These matchboxes were first sold in boxes of 25, "DICKHEADS 25", then 22,"DICKHEADS 22" and finally 20 "DICKHEADS 20".

The back of the box reads: We would have to be complete dickheads to let most of our famous Australian brands be taken over by foreign companies. Brands such as Vegemite, Aeroplane Jelly, Arnott's, Speedo and Redhead Matches are in overseas hands. This means the profit and wealth created goes overseas and robs our children and grandchildren of a future. A protest from Dick Smith Foods. As Australian as you can get.