Expansion
During the 1960s and 1970s, the company expanded as the hobby grew. The range expanded to include vintage and modern cars, motorcycles, figures in both 1/76 and 1/32 scale, trains, model railway accessories, military vehicles, ships, rockets and spaceships, as well as an ever-increasing range of aircraft, most created at the scales of 1/72 for small and military aircraft and 1/144 scale for airliners. The growth of the hobby launched a number of competitors such as Matchbox and introduced new manufacturers from Japan and the US to the UK. During this period the Humbrol company also grew, supplying paints, brushes, glue and other accessories as an alternative to Airfix's own range. Airfix also launched a monthly modelling magazine, Airfix Magazine, produced by a variety of publishers from June 1960 to October 1993. During the 1970s, an Airfix Magazine Annual was also produced; and Airfix books on classic aircraft, classic ships and modelling techniques were published by Patrick Stephens Ltd.
In 1963, the Airfix slot car racing system was introduced. Airfix produced cars with front-wheel Ackermann steering and, later, conversion kits so that normal Airfix 1/32 kit cars such as the Ford Zodiac and the Sunbeam Rapier could be raced. The first set had Ferrari and Cooper cars and an 11-foot figure-of-eight track: it cost £4/19/11d. Always in the shadow of the Scalextric range, the Airfix version attempted to progress with the higher-end Model Road Racing Company (MRRC) range but eventually the venture was abandoned.
Most of Airfix's older range of military vehicles, though sold as 1/72, are generally accepted as OO or 1/76 scale - the subsequent introduction of a small number of true 1/72 vehicle kits to the Airfix range created controversy regarding the exact scale. Hornby's new packaging shows 1/72 or 1/76 as appropriate.
In late 1962, the acquisition[7] of the intellectual property and 35 moulds of Rosebud Kitmaster gave Airfix its first models of railway locomotives in OO and HO scales and its first motorcycle kit; the Ariel Arrow in 1/16 scale. The 1960s also saw the introduction of a line of boxed 1/72 scale military figures.
In the mid-1970s, larger scales were introduced, including detailed 1/24-scale models of the Spitfire, Messerschmitt Bf 109, Hawker Hurricane and Harrier "jump-jet". The mid-1970s were a peak time for Airfix. Releasing as many as 17 new kits a year, Airfix commanded 75% of the UK market with 20 million kits per annum.[8] Series 20 was limited for several years to the 1972 1/12 scale kit of the 1930 Supercharged Bentley 4½ Litre car, with 272 parts and the option of a 3-volt motor. In 1979 four motorcycles in 1/8 scale were added to this series. The company also introduced an addition to the plastic soldier boxed set line with a 1/32 scale version.[9]
During this period, as well as model kits, Airfix also produced a wide range of toys, games, dolls and art & craft products. It was still producing other plastic products such as homewares at this time. Airfix Industries acquired part of the failing Lines Brothers' Tri-ang toy business, then in voluntary liquidation, giving it the Meccano and Dinky Toys businesses in 1971. This made Airfix the UK's largest toy company.
Decline, purchase by Humbrol
In the 1980s, Airfix Industries group was under financial pressure, there were losses in Airfix's other toy businesses, and attempts to reduce costs were met with industrial action. The pound strengthened from US$1.56 to US$2.35 in a matter of months, destroying export markets, because customers were unwilling to accept a 50% price increase for the same goods. The financial interdependency of the divisions of Airfix Industries forced it to declare bankruptcy in 1981. The company was bought by General Mills (owner of US automobile kit-maker MPC) through its UK Palitoy subsidiary.[10] The kit moulds were sent to their factory in Calais, France. Later, Airfix aircraft kits were marketed in the United States under the MPC label and some MPC kits were sold in the UK under the Airfix name (an example being the 1/25 scale vintage Stutz Bearcat kit originally produced as a tie-in to the Bearcats! television series). Airfix released MPC kits based on the Star Wars film series.
Airfix's market share reduced to 40% of the UK market (2.3 million kits) though it had 75% of the German market. In the US, where automobile kits were more popular than aircraft, it was less than 2%.[11]
