Revell
Plastic scale model manufacturer with roots in 1940s Hollywood.
Revell GmbH is a manufacturer of plastic scale models, originally American and now based in Bünde, Germany. The company is notable for its extensive range of model kits covering cars, aircraft, ships, and commercial vehicles, and for its long history that includes a merger with Monogram and eventual acquisition by Quantum Capital Partners.
Quick Facts
- Former Names
- Revell-Monogram / (1986–2007)
- Fate
- Merged with Monogram in 1986, merger then dissolved and acquired by other companies
- Predecessor
- <!-- or
- Founded
- in Hollywood
- Founder
- Lewis H. Glaser
- Hq Location City
- Bünde
- Hq Location Country
- Germany
- Products
- Plastic scale models cars, aircraft, ships, commercial vehicles
- Parent
- Quantum Capital Partners (2018–pres.) / Hobbico (2007–18) / Hallmark Cards (1994–2007)
- Subsidiaries
- Revell Plastics GmbH / (1956–2006)
- Brands
- Revell Control
Facts from the source article.
Lore & Background
Revell began as Precision Specialties, a plastics molding firm founded in Hollywood in 1943 by Lewis H. Glaser. The company initially produced contracted products, including HO scale train sets and buildings. The toy line was later marketed under the Revell brand, a name reportedly derived from the French word réveil meaning 'new beginning'. Around 1950, Revell reproduced assembled toys originally designed by the Gowland Brothers, including a 1911 Maxwell and 1910 Ford Model T. These were followed by smaller 'Highway Pioneers' kits in 1:32 scale, which met with great success. The Highway Pioneers series included multiple series of vintage cars and were later retooled by other companies. Revell also acquired five non-Gowland designs from Hudson Miniatures, marketed as 'Lil' Old Timers'. In the 1950s, Revell expanded into jet and propeller aircraft, ships, rockets, and spacecraft, including science-fiction kits. The company entered automotive modeling with a global selection of European and American cars, and collaborated with AMT on promotional Buick models. In the 1960s, Revell hired customizer Ed 'Big Daddy' Roth as a stylist, producing iconic custom car kits such as the Beatnik Bandit and Mysterion. Revell also ventured into slot car racing, acquiring International Raceways and opening a commercial slot car facility in Los Angeles.
Reader's Guide
Revell's significance lies in its long-standing presence in the plastic model kit industry, bridging American and European markets. The company's early adoption of HO scale trains and buildings, followed by the successful Highway Pioneers series, established a foundation for scale modeling. Revell's collaboration with customizer Ed 'Big Daddy' Roth in the 1960s produced some of the most memorable custom car kits of the era, reflecting the hot rodding and customizing trends of American car culture. The company's global approach to automotive subjects, including many European makes, set it apart from other American model makers. Revell's foray into slot car racing with International Raceways and the Revell Raceway facility demonstrated an attempt to capitalize on a hobby fad. The merger with Monogram in 1986 created Revell-Monogram, and subsequent acquisitions by Hobbico and later Quantum Capital Partners kept the brand alive after financial difficulties. The Highway Pioneers tooling eventually passed to British model train manufacturer Dapol Ltd, and many of the original designs were copied or licensed by other companies, showing the enduring influence of Revell's early products.
Did You Know?
- The name Revell reportedly comes from the French word réveil, meaning 'new beginning'.
- Revell hired customizer Ed 'Big Daddy' Roth around 1962 as a stylist, and Roth earned 1 cent per kit sold, totaling $32,000 in 1963.
- Revell's Highway Pioneers series included a 1911 Rolls-Royce and a 1915 Fiat, among other vintage cars.
- The original Highway Pioneers tools were eventually acquired by British model train manufacturer Dapol Ltd and are reportedly located in Wales.
Frequently Asked Questions
Who is Revell?
Revell is a long-standing plastic scale model kit company that started in Hollywood in the 1940s and now operates out of Bünde, Germany. It is known for producing kits across a wide variety of subjects including cars, aircraft, ships, and commercial vehicles.
When and where was Revell founded?
The company traces its origins back to 1943, when Lewis H. Glaser launched it as Precision Specialties in Hollywood, California. It later rebranded to the name Revell, which became one of the most recognized names in hobby modeling.
What happened in the 1986 Monogram merger?
In 1986, Revell combined with fellow model kit maker Monogram to form the joint entity Revell-Monogram. This merger brought two major American model brands under one roof and reshaped the competitive landscape of the hobby industry.
Who owns Revell today?
The American Revell brand was acquired by Hobbico in 2007, while the German subsidiary came under the same corporate umbrella in 2012. Prior to that, Quantum Capital Partners had been involved in the company's corporate structure following the Monogram merger era.
Why is Revell important to the model hobby?
With nearly eight decades of continuous production, Revell has shaped the expectations and standards of the scale model market worldwide. Its broad catalog and long-running product lines make it a cornerstone brand for hobbyists of every skill level.
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