Monogram (company)

Last updated
Monogram
FormerlyRevell-Monogram (1986–2007)
IndustryHobby
Founded1945 in Chicago
Defunct2007;17 years ago (2007)
FateCompany defunct, "Monogram" brand logo disappeared from products since Hobbico acquired it
Headquarters Elk Grove, United States
Products Plastic model cars, aircraft, spacecraft, ships, military vehicles
Parent

Monogram is an American brand and former manufacturing company of scale plastic models of cars, aircraft, spacecraft, ships, and military vehicles since the early 1950s. The company was formed by two former employees of Comet Kits, Jack Besser and Bob Reder.

Contents

Mattel acquired Monogram in 1968, and the firm passed through various owners and was merged with Revell, the combined company being bought by Hobbico in 2007. [1] Along with Revell, AMT, and MPC, Monogram is sometimes called one of the traditional "Big 4" in plastic modeling. [2]

History

Monogram was founded in Chicago in 1945, making balsa wood model kits of ships and airplanes. Seaships such as the USS Missouri battleship, the USS Shangri-La carrier and the USS Hobby destroyer were among the first products. Meanwhile, a company called Revell started making plastic kits in 1953, and Monogram responded with "All Plastic" "Plastikits" the first of which were a red plastic midget racer and a "Hot Rod" Model A - and the modeling race was on. [1] These two cars, and later an Indianapolis-style racer and hydroplane racing boat, were also offered with CO2 "Jet Power". Early kits advertised that the models were made from "acetate parts molded to shape". The wording showed the newness of the plastics industry and how plastics were not yet being taken for granted.

Early airplane models were mainly balsa wood, but more plastic parts were added over the next couple of years. By 1954 the airplane lineup consisted of the "Speedee Built" series which flew under rubber band power. A few of these planes were all-plastic. Also seen were the Superkits with a prefabricated balsa fuselage, but more plastic parts.

Auto kit makers AMT and Jo-Han started early but focused on manufacturers' promotional models and did not enter the kit fray until the late 1950s. As the 1950s progressed, Monogram increasingly included more automobile models and custom wheeled creations in competition with the other makers. Through the 1970s, competition required increased production of a variety of fantastical vehicles.

The Monogram approach

By the late 1950s, the company moved steadily into the car scene, especially with its hot rods and race cars. In 1956 it released a Model A V-8 rod and a Sprint Car, two of its first car kits. In 1959, Monogram issued its 1932 Ford Deuce 5 window coupe. One 1962 kit, however, showed the company's prowess and intent - the "Big T" (kit PC 78). This was a huge 1/8 scale 1924 Ford Model T bucket, complete with hot-rodded Chevy engine. The 24-page 8 1/2 x 11 inch instruction booklet showed that the model came with an optional electric motor to power the wheels, and featured customizing tips by Darryl Starbird, the famous Kansas customizer. [3] The manual also shows how sophisticated the company's catering was toward hot rod culture - long before Hot Wheels or the Detroit muscle car craze.

Competition

As the 1960s progressed, Monogram and Revell squared off as rivals in the scale model market. While companies like AMT and MPC focused almost exclusively on cars, Monogram and Revell were more diversified, offering aircraft, naval craft and other military vehicles. Monogram aircraft kits were known for imaginative "operating features", such as a spring-loaded ejection seats on their F-105 Thunderchief model (operated by a tiny plastic tab on the side of the plane), and a tactical nuclear bomb which could be dropped from the RB-66A model - which also featured a moving tailgun turret.

In the 1970s, Monogram wanted to portray a different perspective of its kits and add some spark to sales. 'Make it large' was one marketing approach that the company returned to. For example, Monogram introduced a 1978 Corvette kit in 1:8 scale - when assembled it was over 23 inches long. [4] Examples of vintage auto offerings were a 1930s Rolls-Royce Cabriolet with rumble seat, a 1930s Packard Phaeton, and a 1941 Lincoln Continental. The company's Early Iron series featured variants of Ford Model As. [5] During the 1970s, the company also hired modeler Sheperd Paine to construct and paint aircraft models and dioramas, which were used for photographs on boxes and instruction booklets. [6] Some metal kits, like a 1953 Corvette, also appeared. [7]

Daniel hot rods and customs

While Revell carried many foreign cars and AMT and MPC handled the promo markets (and so moved forward with mostly American car brands), Monogram's emphasis was on aircraft and military vehicles. In the 1970s, however, Monogram started to focus more on hot rods and customs and, in 1961, was the first company to hire a well-known automobile stylist, when Darryl Starbird was brought on board. [8] Similarly, AMT hired customizers George Barris, Alexander Brothers, and Bill Cushenbery, and MPC had Dean Jeffries. In 1968, Monogram then hired stylist Tom Daniel who designed more than 80 fantastical vehicles, not always based on real cars. [9]

When the company was bought by Mattel in 1968, custom vehicles designed by Daniel and others were seen in both small and large sizes in Hot Wheels diecast - and then in Monogram kit form. Examples seen in both Hot Wheels and Monogram venues were the Ice-T, the Red Baron, the Paddy Wagon, the S'cool Bus, the Sand Crab, and the T'rantula (even made by Mattel subsidiary Mebetoys of Italy). [10] Some of the handsomest vehicles were the simpler rods, like the "Son of Ford" '32 Ford rod and the "Boss 'A' Bone", a rodded '29 Model A pickup. Models of later vehicles were also common in this series, like the sleek "Street Fighter", a Daniel-designed '60 Chevy panel truck powered by a Camaro Z/28 engine (Quicksilver was another variation of the same kit), and the 1955 Chevrolet Bad Man gasser. [10] By around 1970, many of these models were molded in bright reds and oranges and did not require painting.

Monogram offered a variety of more official race cars as well, again often leaving foreign vehicles to Revell which had established a Germany subsidiary. Monogram examples were Tom McEwan's Duster funny car, and its rival the Plymouth Barracuda driven by Don Prudhomme. Of course, both were offered by Mattel as Hot Wheels.

Many changes of hands

In 1984 Mattel divested itself of many companies not associated with its traditional toy industries. [1] In 1986, Monogram was bought by Odyssey Partners, a New York private equity firm. Later that same summer, Odyssey purchased Revell Models of Venice, California. Subsequently, Odyssey Partners merged Revell with Monogram and moved all its usable assets to Monogram's Des Plaines, Illinois Plant Number 2.[ citation needed ] After Revell was merged with Monogram, company headquarters was moved a short distance to Northbrook, Illinois.

In the early 1990s, Revell-Monogram embarked on an experiment that tried to match historic modeling logos with a CD-Rom racing car game. After investing nearly $4 million, customers had trouble distinguishing model from game and the project was scrapped after only 50,000 were sold (Wallace 1994). Also in the early 1990s, Monogram sold their 1/87 Mini Exacts HO series to Herpa, where some of the models continue to be sold even today. One difference from the normal Herpa models was a metal chassis.

In 1994 Revell-Monogram was purchased by Hallmark Cards as part of its Binney and Smith division (the owners of famous Crayola crayons). This relationship lasted for thirteen years.

In May 2007, Hobbico Inc., the radio control airplane maker, announced the acquisition of Revell-Monogram LLC. From 1987 to 2005 the Monogram logo had appeared underneath that of Revell, but since the Hobbico acquisition, the Monogram name has disappeared. Now the Revell logo stands alone as Hobbico renamed the subsidiary the Revell Group, which consists of both revered names (the Revell-Monogram webpage has a graphic progression of the development of the two companies' logos going back to 1945). [11] Concerning plastic kits, Hobbico also owns Estes, and is the exclusive distributor of Hasegawa, as seen on their company websites.

Hobbico declared bankruptcy on June 30, 2018 and went into liquidation. [12]

Product lines

Monogram was a prolific model producer. The following lists of kits are definitely not all-inclusive:

Aircraft

Japan 1/48 scale

Germany 1/48 scale

United States 1/48 scale

United Kingdom 1/48 scale

A built Monogram 1:48 scale British de Havilland Mosquito Monogram 1 48 Mosquito, completed (5200355270) (2).jpg
A built Monogram 1:48 scale British de Havilland Mosquito

Cars

1/8 scale

1/24 scale classics

1/24 scale contemporary

1/87 scale Mini-Exacts

A built Monogram 1999 Ford Mustang Cobra in 1:25 scale 99MustangCobraModel.jpg
A built Monogram 1999 Ford Mustang Cobra in 1:25 scale
  • Ferrari F40
  • 1969 Ford Mustang Boss 302
  • 1957 Chevrolet
  • Ferrari Testarossa
  • Lamborghini Countach
  • Jaguar XK-E.
  • 1989 Pontiac Grand Prix
  • BMW 325 coupe
  • Mercedes-Benz 300 SL Gullwing
  • 1963 Corvette Split Window
  • 1966 Shelby 427 Cobra
  • 1962 Ferrari 250 GTO
  • 1987 Z-28 Camaro
  • 1990 Corvette ZR-1
  • 1989 Ford Thunderbird SC
  • Porsche 911 slant nose
  • Mazda RX-7
  • 1987 Buick Grand National, and
  • Limited edition Indy Car and NASCAR Chevy Lumina.

Armor

1/32 scale

  • M8 Greyhound Armored Car
  • M20 Armored Car
  • M3 Lee Medium Tank
  • M3 Grant Medium Tank
  • M4 Sherman Hedgehog
  • Walker Bulldog
  • M4A1 Sherman Screaming Mimi
  • M48A2 Patton Tank
  • Sd.Kfz. 232 Panzerspähwagen 8-Rad Armored Car
  • Panzerkampfwagen IV Medium Tank
  • Sturmgeschütz IV Assault Tank
  • Panzerjäger IV L/70 Tank Destroyer
  • Sturmpanzer IV Brumbär
  • Flakpanzer IV Wirbelwind
  • Flakpanzer IV Ostwind
  • 2 1/2 ton truck
  • US Jeep
  • M3 personnel carrier 1/2 track
  • M 16 Half Track

Notes

  1. with several issues: A, B, C and F variants
  2. also issued as a floatplane
  3. also issued as OA-4M
  4. also released as EF-111A Raven

Related Research Articles

<span class="mw-page-title-main">Model car</span> Scale model of car

A model car, or toy car, is a miniature representation of an automobile. Other miniature motor vehicles, such as trucks, buses, or even ATVs, etc. are often included in this general category. Because many miniature vehicles were originally aimed at children as playthings, there is no precise difference between a model car and a toy car, yet the word 'model' implies either assembly required or the accurate rendering of an actual vehicle at smaller scale. The kit building hobby became popular through the 1950s, while the collecting of miniatures by adults started to gain momentum around 1970. Precision-detailed miniatures made specifically for adults are a significant part of the market since the mid-1980s.

<span class="mw-page-title-main">Matchbox (brand)</span> Popular die-cast toy brand

Matchbox is a toy brand which was introduced by Lesney Products in 1953, and is now owned by Mattel, Inc, which purchased the brand in 1997. The brand was given its name because the original die-cast "Matchbox" toys were sold in boxes similar to those in which matches were sold. The brand grew to encompass a broad range of toys, including larger scale die-cast models, plastic model kits, slot car racing, and action figures.

Hot Wheels is an American brand of scale model cars invented by Elliot Handler and introduced by his company Mattel on May 18, 1968. It was the primary competitor of Matchbox until Mattel bought Matchbox owner Tyco Toys in 1997.

<span class="mw-page-title-main">Plastic model kit</span> Scale model kit

A plastic model kit,, is a consumer-grade plastic scale model manufactured as a kit, primarily assembled by hobbyists, and intended primarily for display. A plastic model kit depicts various subjects, ranging from real life military and civilian vehicles to characters and machinery from original kit lines and pop fiction, especially from eastern pop culture. A kit varies in difficulty, ranging from a "snap-together" model that assembles straight from the box, to a kit that requires special tools, paints, and plastic cements.

Ertl is a former American manufacturing company and current brand of toys, best known for its die-cast metal alloy collectible replicas of agricultural machinery. Other products manufactured by Ertl include cars, airplanes, and commercial vehicles.

<span class="mw-page-title-main">Model figure</span>

A model figure is a scale model representing a human, monster or other creature. Human figures may be either a generic figure of a type, a historical personage, or a fictional character.

<span class="mw-page-title-main">Revell</span> Scale model manufacturer

Revell GmbH is an American-origin manufacturer of plastic scale models, currently based in Bünde, Germany. The original Revell company merged with Monogram in 1986, becoming "Revell-Monogram". The business operated until 2007, when American Revell was purchased by Hobbico, while the German subsidiary "Revell Plastics GmbH" had separated from the American firm in 2006 until Hobbico purchased it in 2012, bringing the two back together again under the same company umbrella. After the Hobbico demise in 2018, Quantum Capital Partners (QCP) acquired Revell.

<span class="mw-page-title-main">Bburago</span> Toy car brand

Bburago is a manufacturing company of toys and die-cast scale model cars formerly based in Italy. The company was based in Burago di Molgora, where all products were made from 1974 to 2005. At the height of its popularity, Bburago's main competitors were Politoys and Maisto, the latter of which was to become dominant in the 1:18 market segment around 2000.

<span class="mw-page-title-main">Hasegawa Corporation</span> Japanese model kit manufacturer

The Hasegawa Corporation is a Japanese company that manufactures plastic model kits of a variety of vehicles, including aircraft, cars, ships, military vehicles, model armor, model space craft, and science fiction kits.

<span class="mw-page-title-main">Ente Scambi Coloniali Internazionali</span>

Ente Scambi Coloniali Internazionali, mostly known for its acronym ESCI, was an Italian scale model kit manufacturer based in Lombardy. Established in 1930, the company produced model cars and model aircraft.

<span class="mw-page-title-main">Jo-Han</span> Plastic scale promotional model car manufacturer

Jo-Han was a manufacturer of plastic scale promotional model cars and kits originally based in Detroit. The company was founded in 1947 by tool and die maker John Hanley a year before West Gallogly's competing company AMT was formed and about the same time as PMC. After changing ownership a few times, Jo-Han models were sporadically manufactured by Okey Spaulding in Covington, Kentucky, but apparently none have been offered for several years.

<span class="mw-page-title-main">Aluminum Model Toys</span>

Aluminum Model Toys (AMT) is a toy manufacturing brand founded in Troy, Michigan, in 1948 by West Gallogly Sr. AMT became known for manufacturing 1/25 scale plastic automobile dealer promotional model cars and friction motor models, and pioneered the annual 3-in-1 model kit buildable in stock, custom, or hot-rod versions. The company made a two-way deal in 1966 with Desilu Productions to produce a line of Star Trek models and to produce a 3/4 scale exterior and interior filming set of the Galileo shuttlecraft. It was also known for producing model trucks and movie and TV vehicles.

<span class="mw-page-title-main">Aurora Plastics Corporation</span> American Toy Company

The Aurora Plastics Corporation was an American toy and hobby manufacturing company. It is known primarily for its production of plastic scale models of cars, airplanes, and TV and movie figures in the 1960s. Its principal competition in modeling were various other plastic modeling firms like Revell and Monogram.

Hobbico, Inc. was a manufacturer and distributor of hobby products including radio control airplanes, boats, cars, helicopters and multirotors/drones. Other products include plastic model kits, model rockets, model trains, slot cars, crafts, jigsaw puzzles and games. The company had approximately 850 employees worldwide. On January 10, 2018, Hobbico filed for Chapter 11 bankruptcy protection and announced the company is for sale. On April 13, Horizon Hobby acquired control of most Hobbico RC brands & IP. Estes Industries acquired the Estes-Cox business unit and a German venture capital group acquired Revell Germany whole and the Revell-Monogram brands, IP & molds.

<span class="mw-page-title-main">Model Products Corporation</span>

Model Products Corporation, usually known by its acronym, MPC, is an American brand and former manufacturing company of plastic scale model kits and pre-assembled promotional models of cars that were popular in the 1960s and 1970s. MPC's main competition was model kits made by AMT, Jo-Han, Revell, and Monogram.

<span class="mw-page-title-main">Beatnik Bandit</span> Custom car created in 1961

The Beatnik Bandit is a custom car created in 1961 by Ed "Big Daddy" Roth. The car features a clear bubble canopy. Speed and direction are controlled by a central joystick in the cabin.

Product Miniature Company, or known by the acronym PMC, was a company that manufactured pre-assembled plastic promotional models cars, banks and toys in Milwaukee, Wisconsin. It was started by brothers William Edward "Ed" and Paul Ford in 1946. Car model production, the company mainstay, ended about 1965. In 1958 or 1959 the company moved to Pewaukee, west of Milwaukee, and remains there to this day, now producing other plastic promotional products, but not vehicles. Sigmunt "Zigmund" Alexander Suchorski worked as a molding machine operator for Product Miniature in Milwaukee

<span class="mw-page-title-main">Round 2 (company)</span>

Round 2 is an American manufacturing company which produces scale models including die-cast, plastic, slot cars, and other hobby products. The company is based in South Bend, Indiana. The company was founded in 2005 by Thomas E. Lowe who previously owned toy company Playing Mantis. Round 2 holds several hobby brands, most of which were acquired and relaunched by Round 2 under the original brand name. Brands sold under Round 2 includes long-running model kit and diecast brands, including AMT, Hawk, Johnny Lightning, MPC, and Racing Champions.

References

  1. 1 2 3 "Company history of Revell-Monogram". Funding Universe. n.d.
  2. Gosson, Scotty (2015). Show Rod Model Kits. A Showcase of America's Wildest Model Kits. Forest Lake, Minnesota: CarTech Publishing. p. 6. ISBN   978-1613251560.
  3. Monogram Models (1962). How to Assemble the Big 'T' (Instruction booklet). Morton Grove, Illinois: Monogram Models.
  4. Editors of Consumer Guide (1979). Model Cars. New York: Beekman House. pp. 14–15. ISBN   0-517-294605.
  5. Editors of Consumer Guide (1979) , pp. 13, 23.
  6. DeRogatis, Jim (2005). "Historical Perspective". DeRogatis Art Critic.
  7. Editors of Consumer Guide (1979) , pp. 40–41.
  8. Gosson (2015) , p. 67.
  9. Gosson (2015) , pp. 33, 67.
  10. 1 2 Daniel, Tom (n.d.). "TD Designs". The Official Tom Daniel Website.
  11. "Revell-Monogram Brand History". Revell-Monogram. 1996–2011.
  12. Zigterman, Ben (June 30, 2018). "Hobbico files for Chapter 7 bankruptcy, beginning liquidation process". News-Gazette.