Legendary Aurora Returns!

Have I got a scoop for you monsterkids out there!

The famed Aurora Plastics Corporation is back in business, and more classic monsters than you can shake a flaming torch at are on the operating table, ready to be born again to delight old-time fans and make new ones. But it's not Dr. Frankenstein plotting to take over the modeling world this time, it's Gennaro (Jerry) Giammarino III, heir to the family that made Aurora a legendary model kit maker beloved by fans and copied by imitators years after it closed it's doors.

But bringing back the monsters is only part of his plans. Many of the original kits are being re-released with the current generation of budding model kit builders in mind. The time has come for a new generation of fans to experience the magic of Aurora.

Jerry took time from his busy schedule to answer the following questions about the new Aurora Plastics Corporation. I'm excited; I think you will be, too.

What led you to restart the legendary Aurora Plastics Corporation brand of model kits?

While doing a search on the Internet and also checking for any Aurora items on eBay, my Father and I were quite amazed as to the popularity for the old Aurora kits. Considering this, we decided that since we had molds in storage as well as being able to lease molds from another company that has some of the Aurora molds, we would try bringing part of the Aurora Line back for old time customers as well as bringing new items to the line. We own many Aurora Prototypes that were not done, and since we have them we might as well try to do them. We also want to try to bring modeling back for kids of this generation and we know it is a gamble, but we can try. We are in this for modelers and for fun, since we both love the model industry.

What challenges are you facing as you restart the company?

There are many challenges to any company. Our main challenge is that people want everything all at once and it can't be done. We want to establish the new Aurora first, with a line of 15 model kits, see how it goes and then take it from there. Again, money is not a problem, but I am not going to throw away my money by having it flop. If we see that the kits take off and that we can keep the company going by doing the old and adding new, then we will do our best to serve the public.

Another challenge is that there are a few people out there who have already started to try to intimidate us by telling us we have no right to do this item, or that the Box Art is not ours, and other legal challenges, etc. We will not be deterred by them and will do what we feel is right.

I can tell you that we overcame one big Challenge and that was securing a contract with Universal Studios to do some kits. I thought we would be challenged, but it seems that they are very much interested in working with us and we are in negotiations with them, and by next week we will have some better idea where we stand. It seems they are very eager to work with us, as we are eager to work with them, and we are going to do the best we can to please them as well as the modelers of today.

From your website, it looks like you're reissuing many classic model kits. How is this possible? I thought many of the Aurora molds were destroyed?

The one thing my Uncle and Grandfather did as owners of Aurora, and it seems it worked to our advantage, is that they never gave up the ownership of the surviving molds. For example, there were, say, 4 molds to a kit. One may have been sold to Monogram, since they bought a lot of the Aurora molds from my Uncle and Grandfather, 2 were destroyed and the last one kept in storage at a Family owned facility. There are many molds that were not destroyed and have been in storage for 30 years. We are currently checking to see which ones we have and will issue kits as we go along. Also, in today's market, some kits are not going to sell, so we just will not do them.

Some Box Art fell into Public Domain and many have used it over the years for various items and that is fine, but the Box Art and Molds that are still part of our Family's Estate are ours and we will use them as well as using the ones that fell into Public Domain.

What's your production schedule like? Which models are you targeting to bring out this year? Next Year?

We are currently going to release the following kits between September and November of 2007.

• The UFO
• The Phantom of the Opera
• The Wolfpack
• The Bismarck
• The Creature From the Black Lagoon
• The SSN Skipjack
• The Vampire
• The Fokker DR-I WW I Red Baron Triplane
• A New Designed Kit called The Alien Submarine
• Karloff as the Ghoul and the Monster

Next Year we are going to issue kits which I can't divulge at this time, but I can assure you that they are kits Aurora was supposed to do but didn't. We are targeting the Sci-Fi Kits, Monster Kits and also other subjects such as airplanes, ships, submarines and figure kits that are popular and wanted by the public. We are getting an average of 500 to 700 e-mails each day since the website went up and we have been asked to do almost every kind of kit. We are taking these e-mails, reading them, and considering which ones are coming up the most frequent and which ones will sell. We will then take it from there and go ahead with kits that are desperately wanted by the majority of modelers.

What will be the average production run amount for each model?

That is a hard question. We are working right now with Distributors and Dealers who are giving us ideas on amounts. Some kits will be limited to 250 or 500 worldwide, but they will be deluxe kits with extras added to them. I can give you 3 examples of a 500 Limited Edition Kit and a regular production kit that will stay in our Catalog permanently.

Example 1. The German Battleship Bismarck 1/600th Scale. It will be a limited edition of 500 kits with a Diorama of the ship sinking into the abyss, when she was sunk by the HMS King George V in 1941.

Example 2. The Fokker DR-I WW I Triplane 1/48th Scale. This kit will be in our Catalog permanently. It will always be available for the public to purchase. The reason for this is that we already have 6 Orders for 2,500 - 5,000 Kits per Order.

Example 3. The Phantom of the Opera. This kit will remain in our Catalog, but we will only sell the kit through a Distributor and in Quantities of 1,000 kits at a time. If it comes to be that the kit is no longer desirable, then we will retire it after a few years.

How will Aurora models be made available? Will you do direct sales from your website?

Right now it seems that we are going to use Distributors, but any Hobby Shops or Businesses who do not go through Distributors will be able to open their own Aurora Account so they can purchase them in smaller quantities. We may even throw around the idea of selling directly, but we need to work this end out. it may not pay to do this, but it is a possibility we are not ruling out at the present moment. Aurora Club Accounts is something we are tossing around right now, but need to consider the effect it would have on our Distributors and Dealers.

Every monsterkid is dying to ask this question: Which monster model kits are you planning to re-release?

The Phantom of the Opera. The Creature from the Black Lagoon, Frankenstein and The Wolfman, and the Monsters of the Movies Edition under a different title. We also plan to do the Invisible Man in 2 different kits, since we have 2 prototypes that were considered by Aurora, but never done.

Any chance of re-issuing the dream of every monsterkid, kit number 470, Gigantic Frankenstein?

We are in negotiations with Universal to make their Monsters and we found out that Big Frankie was actually supposed to be put out in 2 sizes by Aurora: Big and Medium size. We have the Medium Prototype that was made and when we finish up our Contract with Universal we are going to include them both in the Line for Limited Editions of 1,500 kits each.

Are there plans to issue new monsters that we've not seen from Aurora?

As I mentioned, there were 2 different prototypes of the Invisible Man by Aurora, that never saw the light of day. They will both be released, as well as John Barrymore's Dr. Jekyll and Mr. Hyde, and a new version of the Karloff Monster and the Ghoul by Karloff.

Who are the creative people behind the new Aurora Plastics Corporation?

Right now it is my Father Michael, myself, 3 Cousins, Tom Graham (The author of the Aurora books), Mr. Makri (an artist), another artist I can't divulge yet, and a few others whose names I can't divulge at this time. They are well known in the Industry, though, and we have non-disclosure agreements with.

Finally, what question are you dying to be asked, and what's your answer?

I guess it would be, "Why was my Uncle Joe thrown out of his own company and why did Aurora go out of business in 1977?"

The answer is very simple. Greed--on the part of the Board of Directors and Mr. Shikes. There always was tension between Abe and my Uncle Joe. Joe was AURORA. Everyone in the business called him Mr. AURORA, and when he went to an Industry event or show people would walk away from Abe and go directly to Joe. This incensed Abe and I think he felt slighted. I can't blame him, but he still should never have voted to oust Joe. No matter the feelings, they were successful partners for 20 years who engineered an American Icon. His ideas, views and dreams made Aurora what is was. It would still be around today if he was not thrown out by the rest of the Board.

When my Grandfather, Gennaro Giammarino, Sr., who owned 10% of Aurora, but was a silent partner worked there, the tension was always eased because he was afraid that my Grandfather, John Cuomo, and Joe would outwit him, but when my Grandfather had to retire in 1967 because of an eye injury that left him blind in one eye, Mr. Shikes took that opportunity to go against Joe. Doing this was the worst thing he could have done. Aurora was a Legend that Joe Giammarino brought to reality. He lived, ate, breathed and slept Aurora, and when he disagreed with going into games and other areas, he was thrown out. Aurora had a profit every year until 1970 when Joe left, and he and my Grandfather sold their stock. Aurora always made a profit when Joe was there from 1950-1969. Their first loss in profits was the year after my Family sold their stock and the compnay fell into other hands.

I truly believe this to be the cause of Aurora's downfall and demise. Had Joe stayed and brought the company into the new age that was just dawning then, Aurora would never have closed it's doors in 1977.

Thanks Jerry! This is exciting news indeed. Visit the Aurora Plastics Corporation website for more information.

Comments

[Denis McDougall]

I have been collecting Aurora Monster Models since they first came out in the sixties, and when I read your Blog I felt like I was 10 years old again.I contacted Aurora and from what they told me, Big Frankie will be for sale by Christmas 2008 as well as all the old Monster Models and a Schwack of new ones! Big frankie will be released in two different sizes, the original Big size as well as a medium size. We are about to enter the Golden age of Monster Models thanks to Aurora, Monarch and Moebius. Perfect timing what with us baby boomers having more time on our hands and the money to blow. I'm going to need a warehouse to store all my built-ups..

[randy zalewski (randythebest on ebay)]

Being a pro painter of vintage aurora kits, I am fascinated with the reopening of AURORA. Burning question... will the new kits have an updated date embossed on the bottom of the models? Thanks.

[IL]

If they're using old molds, they may show up with the original date on the bottom. I'd wait and see anyway. They tried to start up before and nothing came of it. I'm hoping they can actually produce kits this time around. I'd love to see a Big Frankie again.

[Jim Webb]

Why is aurora not using the name, but using the letter A as part of there logo. It may throw off those who won't realize Aurora is the company behind the release!

[Iloz Zoc]

I went to the website and noticed the name change. They had aurora there before.

My assumption is the name Aurora is no longer a protected trademark. Polar lights and other manufacturers have used it, so perhaps the logo/name change is a move to create a unique trademark name for their sole use.

You're right, I wouldn't have known who they were. But they seem to be aiming for the current mass market, where the name wouldn't really mean much, and just leaning a bit toward the older modelers with their reissues.

I just want to see some products from them; then I'll believe they are actually in production again.

[Roy Vitters]

I have fond memories of builing Aurora models as a kid back in the 50s. Two of my most favorite models were the two "blood thirsty pirates" Blackbeard and Captain Kidd. Can it be true that you will be reissuing these kits?

[Iloz Zoc]

I remember building those kits, too. I loved the knights, also. I'm getting concerned by their delays, but if Aurora can get some kits out this year, it would be fantastic. We indeed are in a great model kit cycle, with Monarch, Moebius, and hopefully Aurora back in the mix.

[Mr. Academy]

I really don't believe a word Jerry has to say. He was LAPCO a few years ago and that was blight on the hobby. A-CORP is heading down the same road. They've missed EVERY deadline they ever posted and keep asking everyone for $$$ to pre-order kits. They can't produce ONE pic of these "extra" molds that they own. Not the Revell molds, but the ones THEY own. Was fishy the first time around and that dead fish is really starting to stink now.

[IL]

Mr. Academy,

You're right, they've missed every deadline so far, and I don't see much hope here. I know they're asking for pre-orders, but by credit card only, I thought. I certainly wouldn't send any money until product is out on the shelves. I'm not sure I'd send in credit card info, either, but at least you can contest any charges. They are sitting on a potential gold mine of revenue from classic modelers and collectors if they get their act together, but caution here is definitely warranted based on past experience with LAPCO.

[Arthur F Sintef II]

I have been probably the biggest supporter of getting Aurora back in production. Met With Jerry & his wife and they are great people but Jerry has had many Hospital stays in March of 2008. I have not been able to get back in touch with Jerry for months.
Hopefully Jerry Is OK
Good Luck Jerry & All Others At Aurora

[Arthur F Sintef II]

I have been probably the biggest supporter of getting Aurora back in production. Met With Jerry & his wife and they are great people but Jerry has had many Hospital stays in March of 2008. I have not been able to get back in touch with Jerry for months.
Hopefully Jerry Is OK
Good Luck Jerry & All Others At Aurora

[robin]

I would like to now what kit's they have out right now and how do i get them and does any one have any pic's of these kits thanks

[Terry Routh]

Where can I check out the new issues. Or, better yet, all that you have done to date? I live in Panama City Beach, Florida area.