When he released his product in the 1940s it caught on and Micro-modeling became a national pastime. The slogan "Your Workshop in a Cigar Box" is still widely quoted today among paper modelers. Their other slogan was: Three-Dimensional, Volumetric. During the war years, the models were especially popular as they were extremely portable and builders were able to work on them anywhere. Anecdotes say people liked them because they were small enough to take with you, so if you got stuck in a bomb shelter during an air raid, you had something interesting to do. Several of the railway Micromodels were distributed in Australia in the form of small stapled books, rather than individual postcards.