Revell

Revell
Fewskulchor at de.wikipedia · CC BY-SA 3.0 de · source
Name	Revell
Type	Subsidiary
Industry	Model kits
Founded	1943
Founder	Lewis H. Glaser
Headquarters	Burbank, California
Parent	Hobbico (former), Hornby (current)

Revell is a manufacturer and brand specializing in scale plastic model kits, hobby tools, and accessories for modelers. Founded in the United States in the mid-20th century, the company became known for producing detailed replicas of aircraft, automobiles, ships, and spacecraft that appealed to hobbyists, collectors, and educational users. Over decades the brand intersected with major cultural and industrial institutions through licensing, collaborations, and distribution networks.

History

The company was founded during World War II and expanded rapidly in the postwar era, competing with firms such as Monogram Models, Tamiya, Airfix, Fujimi, Hasegawa, and Matchbox in the global hobby market. Throughout the 1950s and 1960s the firm benefited from partnerships with media and corporate entities like Walt Disney Company and NASA by producing kits tied to contemporary events and popular franchises. Corporate reorganizations through the 1980s and 1990s involved acquisitions by conglomerates similar to Victor Comptometer Corporation and restructurings reminiscent of Hasbro's mergers, and later ownership transfers to companies like Hobbico and Hornby. Economic pressures and shifts in retail—mirrors of trends seen at Toys "R" Us and Sears, Roebuck and Co.—influenced manufacturing strategies and global supply chains. Legal and licensing disputes echoed cases involving Sanrio and Lucasfilm, shaping contract approaches for model subjects.

Products and Kits

Product lines include scale kits of aircraft, automobiles, ships, military vehicles, science-fiction subjects, and space hardware, with parallels to offerings from Revell-Monogram era competitors such as AMT, Lindberg, Polar Lights, MPC, and Italeri. Iconic releases featured replicas linked to programs and entities such as Boeing, Lockheed Martin, McDonnell Douglas, Ford Motor Company, General Motors, Chrysler Corporation, Royal Navy, United States Navy, and missions from NASA like Apollo 11 and Space Shuttle Columbia. The catalog has included limited-edition kits tied to entertainment properties associated with Warner Bros., Marvel Comics, Paramount Pictures, and Universal Pictures, following licensing practices comparable to Bandai and Kotobukiya. Accessories and detail sets mirrored products from aftermarket firms such as Eduard and Tamiya Corporation, while instructional materials referenced standards used by institutions like Smithsonian Institution for historical modeling fidelity.

Manufacturing and Technology

Production techniques evolved from injection molding practices shared with companies such as Armadillo Aerospace and General Electric’s plastics divisions to modern processes incorporating CAD workflows used at firms like Siemens and Dassault Systèmes. Tooling and mold-making drew on subcontractors in manufacturing hubs comparable to operations in Shenzhen and Dongguan as seen with other hobby producers such as Dragon Models. Materials science advances included formulations akin to those developed by Dow Chemical and BASF for polystyrene and ABS parts. Quality control and finishing techniques paralleled aerospace and automotive suppliers like Boeing and Magna International, while environmental and safety compliance aligned with standards from regulatory bodies such as Consumer Product Safety Commission and initiatives similar to RoHS.

Branding and Licensing

The brand licensed subjects from entertainment, automotive, and aerospace sectors, negotiating rights analogous to deals executed by Hasbro and Mattel. High-profile licensed kits depicted vehicles and characters from properties owned by Lucasfilm (notably Star Wars), Marvel Entertainment (notably Iron Man), and film studios including 20th Century Studios and Columbia Pictures. Automotive replicas required coordination with marques like Porsche AG, Ferrari, Ford Motor Company, Chevrolet, and Mercedes-Benz Group for emblem and design use. Collaborations with museums and educational organizations paralleled tie-ins developed by Smithsonian Institution and Science Museum, London to produce historically accurate kits and display models.

Market and Distribution

Distribution channels ranged from brick-and-mortar hobby shops similar to HobbyTown USA and retailers such as Walmart and Target Corporation to online marketplaces like Amazon (company) and specialized e-commerce platforms resembling eBay. International presence mirrored strategies employed by multinational hobby brands like Tamiya Corporation and Bandai Namco Group, with regional subsidiaries and distributors in markets including United Kingdom, Germany, Japan, and Australia. Sales trends were affected by consumer electronics and entertainment shifts comparable to impacts on Nintendo and Sony Interactive Entertainment, prompting diversification into themed model kits, adult collector editions, and pre-painted display pieces.

Collecting and Community

A vibrant community of modelers, collectors, and clubs engages in events comparable to WonderCon, San Diego Comic-Con, IPMS (International Plastic Modelers' Society), and regional hobby expos. Publications and forums similar to FineScale Modeler and Model Expo support kit reviews, aftermarket conversions, and historical research that reference archival resources from institutions like National Archives and Records Administration and Imperial War Museums. Competitive modeling and display competitions follow judging practices akin to those at Scale ModelWorld and Euromodel shows, while secondary markets on platforms like eBay (company) and collector networks facilitate trading of rare and vintage releases.

Category:Model manufacturers