The Roy Rogers brand cowboy acoustic guitar was introduced in 1954. They were sold by mail order company Sears, Roebuck & Co. and made by Harmony. The Sears Roy Rogers was a 3/4-size acoustic guitar made of birch and decorated with Rogers’ signature and a lonesome cowboy picking by the campfire with his horse, with trees and mountains in the background. There were also at least three cardboard Roy Rogers guitar models introduced from 1957 onwards.

Source: How Singing Cowboys and Mass Marketing Created the Humble, Hardy Cowboy Guitar. Acoustic Guitar magazine. January 1996.