What made the Franklin Mint cars popular was their scale; usually 1/24, not the much smaller 1/42 scale that traditionally populate enthusiast's shelves. The large models allow more detailing, particularly with hoods and doors that open to reveal engines, interiors and suspensions. They especially appeal to an older population whose eyesight doesn't function well with miniaturisation. In addition, the Mint advertised its products through the print media so customers could order their cars direct from the maker.
Eventually, however, marketing expanded to select retail outlets.
Like any manufacturer, the Franklin Mint claims unique features for its models. Among them are more die-cast metal; hand-assembly; precision-engineering; exact instrumentation, engines and undercarriages; plus available accessories and reference materials. On the other hand, its models have been criticised by collectors as having some of the flaws of mass-production, at least when compared to the limited runs of small companies that specialise in high quality hand-made models. In my experience, the Franklin Mint cars are perfectly fine for most people and only the most fanatic of collectors would turn up their nose at the prospect of owning one.
From time-to-time in About Vintage Cars I'll be featuring models of vintage and classic cars, both from the Franklin Mint and its competitors. One that I particularly like is the 50's Mercedes-Benz 300SL Roadster, perhaps because I recently saw and admired several at the Kirkland Concours d'Elegance. Authenticated by The Mercedes-Benz Museum, it is assembled by hand from over 150 parts and is loaded with realistic operating features. Engineered in 1:24 scale, the 300SL sells for a reasonable 5. A 300SL Coupe is also available at the same price.