page_title: Monogram (company)
section_title: The Competition
hierarchical_section_title: Monogram (company) / The Monogram Approach / The Competition
caption_attribution_description: English: Revell Monogram 1999 Ford Mustang Cobra, completed model
context_page_description: Monogram has been a premier maker of scale plastic models of aircraft, spacecraft, ships, cars, and military vehicles since the early 1950s. The company was formed by two former employees of Comet Kits, Jack Besser and Bob Reder. After thirteen years as a fully owned subsidiary of Hallmark Cards' Binney and Smith unit, Hobbico announced it was acquiring Revell-Monogram in 2007. Along with Revell, AMT, and MPC, Monogram is sometimes called one of the traditional "Big 4" in plastic modeling.
context_section_description: 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 (Model Cars 1979, pp. 14–15). 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 (Model Cars 1979, pp. 13,23). 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 (DeRogatis 2005). Some metal kits, like a 1953 Corvette, also appeared (Model Cars 1979, pp. 40–41).
caption: A built Monogram 1999 Ford Mustang Cobra in 1:25 scale.
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