Aluminum Model Toys

Importantly, through the 1950s post World War II, plastic gradually became the primary material for the modeling and collecting hobby in the United States. The post-war labor and business environment in the U.S. supported only the simpler casting of cheaper materials for toys, although they could be made with great detail. By contrast the common trend in Europe was making more sophisticated diecast metal zamak toys in smaller sizes with many working features. These were more complex products for a labor structure driven by a densely populated European craft guild environment. Such characteristics were not as prevalent in the United States.

Development

Promotional makers like AMT worked very closely with styling departments of American automobile manufacturers. An article appearing in Ford Times chronicled the manufacturing process of AMT models. Intricate drawings and styling models, just like with the real thing, were first constructed. Larger 1:10 or 1:12 scale clay models would be crafted to perfect details. Accurate dies in 1:25 scale, which was the most common, would be made from these for plastic injection. Bumpers and hood ornaments were chrome-plated and bodies were painted, often in factory colors. Painted bodies were baked in ovens, then the models were assembled and packaged.

The auto manufacturers would often pay the cost of model tooling. Such costs could range anywhere from $20,000 to $250,000. The model companies were often pressed to get sales, display, paint and promotional details correct in order to offer the models to the “Big Three” before the real vehicles hit the market. Detroit's annual model changes required last minute alterations in model details and showroom displays had to be finished in advance of the actual cars reaching the dealerships. One example was AMT's 1968 Chevy hardtop kit. AMT did not have access to GM's 1968 details, so the resulting model was not correct. (MPC was able to get the '68 details and produced accurate models of the Impala SS 427 in both Sport Coupe and convertible styles). Another example was the 1960 Ford Falcon promo that was offered in a hardtop, which was not available on the actual car. Limitations of models offered also sometimes had interesting results. The 1966 Mercury Comet promo came only in a hardtop and that year a convertible paced the Indianapolis 500, so the 500 promo came in any style desired as long as it was a hardtop.

Models were sometimes used in dealerships as display materials that were not generally sold. They were also used to promote sales to customers. Models would be used to show prospective customers what new models would look like. They could also be purchased at the parts counter for around one dollar. Commonly, especially in the 1950s, they were simply given away in the showroom after a test drive, usually to children. For example, a 1958 Edsel advertisement prompted "Road Check The Big One, Get A Little One Free".

Details

Though simply cast, promotional models were exquisitely detailed and proportioned, and by 1960, AMT became the main supplier of the pre-assembled model to American car companies. AMT worked most closely with Ford Motor Company and General Motors Corporation, but promo contracts among the model manufacturers seemed to alternate year to year. Shapes of the vehicles were near perfect, though in the 1950s, cellulose acetate, the plastic of choice, was prone to serious warping. In 1960, AMT and some other manufacturers switched to styrene (the brand name being Cycolac, which is actually ABS – or rubbery styrene, more flexible and less brittle) and by 1964, all of the major model car manufacturers had changed over to the new plastic. This solved the problem and styrene models 50 years later still maintain their form. 1961 was a key year for the switchover. For example, some early 1961 Mercury Monterey two door promos were done in acetate while most for that year were done in the new non-warping Cycolac.

Models were molded in different colors, but often painted with actual factory paints, a practice that went back to the 1930s. Also, as with the 1964 Pontiac Grand Prix, the roof was cast in "vinyl" black. Script and emblem details were intricately molded into plastic bodies, grilles and wheels. Hoods did not open, there was no engine detail and no interiors on most models in the 1950s. Thus promos without interior or engine detail were called “coaster models” as opposed to kits with more detail. With the development of kits, however, viewing the interior became practical and as important as exterior appearance. Speedometer numbers could be read on the instrument panels. Horn rings on the steering wheels were accurately depicted brand by brand.

Early on, AMT chassis were often made of metal, but later, they were usually a single piece of plastic with lower engine, exhaust and suspension details molded in a single piece with metal axles fitted through holes in the sides of the plastic. Normally, on the chassis, there were no operating suspension parts. Wheels were one-piece plastic pressed onto the axles. With parts typically "melted" together, forming a permanent bond, promotional models were much more durable than their counterpart assembled kits. Of course, promotionals were simpler and had fewer parts than kits which were a later marketing ploy to enhance sales. Hoods did not normally open and suspension details were molded into the chassis. One exception to this was the 1962 Ford Fairlane and Chevy Impala promos, both of which had an opening hood and a detailed engine. Beyond this, extras were not often built in, but there were occasional surprises like the button on the 1959 "Wide Track" Pontiacs which pushed the wheels inward toward the body to simulate how wide the new cars were.

Seats were often, but not always, part of the single bucket of the interior whereas they were usually separate parts in kits. Many promotional models have survived intact for decades, whereas assembled kits tend to fall apart as the plastic cement deteriorates and small parts fall off, unless they were "solvent welded" with acetone or some other specific solvent for ABSW. AMT commonly molded sales specifications into the chassis, especially on Ford cars. The promo 1962 Ford Galaxie, for example, had thirteen different phrases molded on the chassis, from the very factual "Vacation Volume Trunk-28 Cubic Feet" to the more fanstastical "Galaxie, silent as a secret" or "Enduring elegance with the power to please”.

Beginning collectors may try to simply identify a year of a promo from its license plate, but not all promos followed this tradition. 1970 and 1971 Thunderbirds had no year-stamped license plates, so telling them apart can be difficult.

A few, in the mid-1950s, like the 1954 Buick Roadmaster, 1954 Ford Customline sedan or the 1955 Sunliner, were also offered in remote control versions.

Radios

Also, some models were made with built-in radios, like the 1964–1969 Ford Thunderbird, 1964, 1966 and 1967 Riviera, 1965 Grand Prix, Dynamic 88 and Wildcat, and 1965 and 1966 Impala SS. Others were the 1966 Continental sedan, 1966 and 1967 Mustang fastback, 1967 Ambassador, and Chrysler Turbine Car, but this is not a complete list. These generally do not hold as much value as promos or frictions.

Decline

Gradually, perhaps since the mid-1960s, the importance of promotionals began to dwindle. AMT produced their last dealer promos for the 1972 model year and by the late 1970s, plastic promos were mostly a thing of the past. AMT, along with MPC and Jo-Han, continued to produce promotionals until the 1980s, but it was not the enterprise it once was. Eventually models were offered only for the most sporty or prestigious cars and sold in dealerships for steep prices and not given away, so the term “promotional” hardly applied any longer. Also, the auto companies, which earlier had seen promotional models as easy and free advertising, began to charge fees to modeling companies in the late 1980s for the use of their names and designs. Thus smaller companies had a more difficult time affording manufacturing licensing.

Models began to appear in dealerships in metal by Ertl, Brookfield, and even Maisto, and in scales other than 1:25. Through the 1990s, AMT/Ertl continued some plastic promotionals in the traditional fashion, though metallic flake molded into the plastics was a new twist. These models were now made in China and were mainly Corvettes and Vipers. Plastic promotionals still exist, like the AMT/Ertl 2008 Dodge Challenger, but they cost at least $25.

As collectibles today, friction powered models are worth somewhat less than official promos, but the quaintness of the frictions makes them equally appealing. Nevertheless, not all models offered as promotionals were also made as commercial frictions, like the 1964 Comet Caliente which came as a dealer promo only. Conversely, some dealer promotionals like the 1961 Falcons, did come with friction motors but were painted in dealer colors. Like promotionals, friction car models are extremely durable, using the same basic plastic components as the promos.

Restoration aftermarket

As interest in vintage promotional, friction-powered, and annual kit cars in 1:25 scale increased, a market for reproduction parts developed. Replacement components are produced in resin and sold by specialized vendors. These parts are used by collectors and hobbyists to restore or repair older models. Available components include hood ornaments, wheels, tires, windshield frames, and other accessories. Some replacement parts are offered with chrome finishes, while others are supplied as unplanted resin and may require additional finishing by the purchaser.

In addition to parts, complete and partial resin kits in the original 1:25 scale are also available. These are typically reproductions of original promos and include many of the features of the original kit including whitewall tires, metal axles, and hoods molded into the body. The Modelhaus was a top-quality producer of scale resin kits, but they are no longer in business. Some resin makers offer partial kits which require additional parts (from kits currently produced). A good example of a partial reproduction kit in resin is the 1971 Dodge Demon. Although the original MPC Demon kit is worth hundreds of dollars, the SMH Resins Demon kit (around $50 retail) can be combined with AMT's current Plymouth Duster kit to finish. Some offerings are models that were never available when the kits were first issued. For example, Modelhaus offered a 1:25 scale resin model of the 1973 Chevrolet Caprice Estate Wagon, based on the original Caprice hardtop promo. These new issues originally sold at rather high prices, often $50 to $100 each, but because Modelhaus is now out of business, these sell for upwards of $300.

A few 1950s and 1960s models were reproduced and sold as promotionals featuring the sturdiness of the original 1960s promos in the late 1990s and early 2000s. These included the 1966 Ford Fairlane GT/A (based on the new tool), the 1964 Ford Galaxie 500/XL hardtop (based on the original tool) and the 1953 and 1954 Corvettes.

Today certain AMT kits and promotionals, especially models from the 1960s, command premium prices on the collector market. Typically, original muscle car promos such as Mustangs, Pontiac GTOs, Camaros and Chevelles command prices in the hundreds of dollars in mint, boxed original condition. Even full-size models of GM cars such as Chevrolet Impalas, Pontiac Bonnevilles and Grand Prixs also garner high prices. Such models, like the reissued kits, are easily obtainable through Internet auction sites such as eBay.