Aurora Plastics Corporation
| Company type | Private |
|---|---|
| Industry | Toys and hobby products |
| Founded | 1950 |
| Founder | Joseph E. Giammarino, Abe Shikes |
| Defunct | 1980 |
| Fate | Parent company Dunbee-Combex-Marx folded |
| Headquarters | Brooklyn, New York (original), West Hempstead, Long Island (from 1954) , United States |
| Products | Plastic scale models (automobiles, aircraft, characters), slot cars, figure kits |
The Aurora Plastics Corporation was a prominent American manufacturer specializing in toys and hobby products, particularly recognized during the 1960s for its plastic scale models of automobiles, aircraft, and characters from television and film. Its primary rivals in the market were Revell and Monogram Models.
Established in 1950 by engineer Joseph E. Giammarino alongside entrepreneur Abe Shikes in Brooklyn, New York, Aurora began as a contract producer of injection-molded plastic components. The company moved its operations to West Hempstead on Long Island in 1954. A pivotal moment came in 1952 with the recruitment of salesman John Cuomo, which redirected Aurora’s focus toward developing its own range of plastic model kits aimed at youthful hobbyists. Aurora’s approach emphasized smaller, less intricate models offered at more affordable prices compared to competitors, effectively appealing to a younger customer base.
Aurora introduced its inaugural kits in late 1952, launching 1:48 scale aircraft models such as the F9F Panther jet and the Lockheed F-90. The earliest packaging was characterized by a simple orange box bearing the slogan "U – Ma – Kit" (You Make It). These first kits were reportedly derived from Hawk Model Company designs, adapted to fit Aurora’s mold technology. By 1953, the company broadened its offerings with six additional aircraft models including the Curtiss P-40E Warhawk, Messerschmitt Bf 109, North American F-86D, Lockheed P-38L Lightning, an imaginative Yak-25 (later rebranded as Mig-19), and the Mitsubishi Zero (marketed as "Jap Zero"). Collectively, these became known as the "Brooklyn Eight."
In 1969, Aurora was sold and experienced a series of ownership transitions until its then-parent company Dunbee-Combex-Marx folded in 1980. Subsequent efforts by the Giammarino family to revive the Aurora brand have not met with success.
Aircraft foundation
Throughout the 1950s and 1960s, Aurora Plastics’ primary product line consisted of aircraft model kits. Their Famous Fighters collection featured planes from World War I and II eras, jet-age aircraft, helicopters, and some from the 1930s. Noteworthy kits included models such as the DeHavilland Airco DH.4 and larger-scale jets like the Blue Angel F-4J and McDonnell-Douglas Phantom II at 1/48 scale. For larger aircraft like the Boeing KC-135 Stratotanker and Convair B-58 Hustler bomber, smaller scales were utilized—approximately 1:100 and 1:200 respectively.
Automotive offerings
By 1965, Aurora had diversified into producing 1:32 scale automobile kits designed for slot car racing. This range featured vehicles such as the Triumph TR3, MG-TD, Jaguar XK120, Austin-Healey 3000, Alfa Romeo GT convertible, Mercedes-Benz 300 SL convertible, and the 1958 Ford Thunderbird. The lineup also included American racing cars like the Cunningham and Indianapolis 500 champions including the Monroe Special and Chevrolet Corvette Fuel Injection Special.
Aurora gained considerable acclaim through figure kits portraying historical knights clad in armor along with culturally themed figures representing Dutch, Chinese, Indian, Scottish, and Mexican heritage.
A significant strategic initiative involved securing licensing agreements with Universal Studios to create kits based on Universal’s iconic monsters; these became some of Aurora’s top-selling items. Beginning in 1961 with a large-scale Frankenstein figure standing 19 inches tall, Aurora released more than a dozen monster kits throughout the early 1970s. This series encompassed RKO’s King Kong as well as Toho Studios’ Godzilla, Ghidrah (Ghidorah), and Rodan. Additionally, monster-themed vehicles such as Dracula's Dragster and Frankenstein's Flivver expanded their automotive collection.
Aurora further leveraged media licenses by producing kits linked to popular films, television programs, and comic book franchises. Noteworthy licensed products included the 1966 Batmobile from the Batman TV series released in 1967. Both DC Comics and Marvel characters were represented with models of Batman and Hulk respectively. Other licensed sets depicted scenes from Twelve O'Clock High, The Man from U.N.C.L.E., The Mod Squad, Voyage to the Bottom of the Sea (including the Seaview submarine), The Invaders, Lost in Space, Land of the Giants, and Star Trek: The Original Series. These often showcased confrontations between heroes and monsters or extraterrestrials. Aurora’s figure kits continue to be highly prized among collectors. Artist James Bama contributed distinctive artwork for some of Aurora’s packaging designs.
Model motoring
During the late 1950s, Aurora secured the rights to the Model Motoring slot car racing system from the British toy company Playcraft. Aurora introduced its first HO-scale racing sets in 1960.
The initial vehicles employed a distinctive vibrator drive mechanism, which generated a loud buzzing noise that many users found unpleasant. This mechanism was replaced in 1963 by the Thunderjet pancake motor (T-jet), which brought enhancements in chassis construction and featured popular racing car designs. By 1965, Aurora had sold more than 25 million cars, cementing a significant presence in the market.
The Pancake motor's design allowed easy disassembly, enabling hobbyists to maintain and upgrade their cars using both factory parts and aftermarket components such as silver-plated electrical contacts, higher gear ratios, stronger magnets, wider axles and tires, along with specialized tools. Aurora also introduced improved models like the Thunderjet Tuff Ones, which incorporated hotter armatures and magnatraction technology on the A/FX chassis.
Magnatraction utilized larger motor magnets to increase grip by magnetically pulling the chassis toward the track rails, allowing for faster speeds and tighter cornering. Although magnatraction enhanced handling performance, some enthusiasts favored non-magnatraction cars for their ability to drift through turns, adding an element of driving skill and strategy.
By the late 1970s, the slot car hobby experienced a downturn due to shifting demographics and economic pressures within the industry. Nevertheless, pancake motor vehicles retained a loyal following supported by remaining new old stock and continuous production of third-party parts.
Companies such as Johnny Lightning, Playing Mantis, Round2, Auto World, and Hot Rod have produced reproductions of original bodies and chassis, helping to maintain interest in the hobby. These replicas allow for modifications like weight reduction and lowering to improve performance without risking damage to vintage originals. New models have continued to be available in hobby shops as recently as 2021.
An active community thrives with online vendors, clubs, and multi-lane professional tracks hosting national competitions governed by rules that preserve original specifications. These events contribute to sustained business activity within this specialized segment of model motoring.
Cigarbox competes with Hot Wheels
In 1968, Aurora introduced its Cigarbox miniature car line aiming to rival Matchbox during the same year that Mattel launched Hot Wheels. The Cigarbox series featured plastic slot car bodies mounted on metal chassis; although marketed as HO scale, their size fell between HO and Hot Wheels dimensions.
Presented in distinctive yellow boxes resembling cigar packaging with red serif lettering and gold accents, these packages were larger and flatter than Matchbox’s offerings. Aurora’s intent was to emulate Lesney’s "Match" boxes through its "Cigar" boxes, which led to rumors regarding potential copyright conflicts. The brand quickly vanished amid controversy and competitive market pressures.
Notable models included the 1967 Ford Galaxie 500, 1963 Buick Riviera, Mako Shark Corvette concept, Cheetah Chevy, Lola GT racing coupe, and the Porsche 904, alongside several Formula 1 cars. Early versions featured plain plastic bodies with high-friction wheels; later iterations improved with low-friction wheels, chrome-like finishes, and functional steering on certain models such as the De Tomaso Mangusta. These were marketed under the Speed Line brand as well as slot car kits but were discontinued by 1970 due to fierce competition and financial challenges.
Logo usage and brand transformation
Aurora’s original founders stepped down in the late 1960s, culminating in the sale of the company to external investors in 1969. Following modest achievements in diversifying into toys and games, Aurora was purchased by Nabisco in 1971. Nabisco encountered adverse reactions due to Aurora’s contentious “Monster Scenes” product line, which drew criticism from the National Organization for Women. By 1978, Nabisco divested Aurora, selling it to the Anglo-American toy firm Dunbee-Combex-Marx for $11.5 million. Although Dunbee-Combex-Marx held notable brands such as Scalextric and Frog, it was unable to revitalize Aurora and ultimately went bankrupt in 1980.
During the late 1990s and early 2000s, Playing Mantis introduced "Polar Lights," a label dedicated to reissuing some of Aurora’s classic model kits. Additionally, companies like Moebius Models, Atlantis Models, and Monarch Models have revived Aurora’s iconic sci-fi and horror TV/movie figure lines. For instance, Moebius Models re-released the large submarine kit from Voyage to the Bottom of the Sea as well as the Dr. Jekyll transforming into Mr. Hyde kit. Monarch Models operates out of London, Ontario, while Atlantis Models is based in Deer Park, New York; notably, Atlantis acquired a significant portion of Aurora’s tooling from Revell Monogram in 2018.
The logos utilized by Polar Lights, Monarch, and Moebius echo Aurora’s original branding aesthetics; conversely, Atlantis opts for a more abstract yet nostalgically inspired oval emblem.
In the 1990s, Joseph Giammarino’s family announced intentions to resurrect Aurora under the name LAPCO (Lost Aurora Plastics Corporation), with plans to reverse-engineer vintage kits—however, no products were ultimately produced. Another attempt at revival took place in 2007 with announcements promising new aircraft and figure kits by mid-2012; nevertheless, by late 2018 no products had been released and their website remained defunct.
Bibliography
- Gosson, Scotty (2015). Show Rod Model Kits. A Showcase of America's Wildest Model Kits. Forest Lake, MN: CarTech Publishing. ISBN 9781613251560.
- Ragan, Mac (2000). Diecast Cars of the 1960s. Osceola, WI: Motorbooks. ISBN 978-0760307199.
External links
- Official website (archived, 6 Aug 2018)
- Aurora models on Collecttoys.com (archived)
- Aurora Godzilla's Go Cart 1966 - Godzilla Monster Gallery on DonCapone.org
- Aurora Stunt and Drag Race Set Commercial — Public Domain, Prelinger Archives.
- Aurora Speedline Commercial
- Model manufacturers of the United States
- Toy companies of the United States
- Defunct toy manufacturers
- Toy cars and trucks
- Die-cast toys
- Slot car manufacturers
- Manufacturing companies based in New York City
- Companies based in Brooklyn
- American companies established in 1950
- Manufacturing companies established in 1950
- Companies of the United States by year of establishment