Revell in 2008
Wednesday, February 13. 2008
Every few weeks, the end of the world comes to our hobby: AMT is dissolved, Lindberg is sold, the Worst Model Ever is reissued, Scale Auto modifies its web site, Wal-Mart stops carrying models, etc. Every one of these harbingers of doom spells the end of scale modeling, and how the hobby will never be the same as it once was. Although the latter is always true-nothing can remain unchanged forever-the former is a bit of an exaggeration. One of the recent victims of this hysteria is Revell, who was acquired by Hobbico last summer. That, coupled with Wal-Mart's decision to drop a dedicated modeling section, created panic in the online community. I had a chance to talk with Michael Brezette, Marketing Vice President at Revell, who was able to clear up some of the confusion plus shed some light on the future of Revell.
The first thing that needs to be made clear is that Revell isn't going anywhere anytime soon. On the contrary, they plan to release over 100 products in 2008, averaging at least two per week. They also don't mourn Wal-Mart's decision. Looking behind the scenes, it turns out that Wal-Mart has not actually given up on models, they've just gotten rid of the model section. Kits will still be available, but rather than taking up a single dedicated section of shelf space they will be placed with similar licenses: for example, Star Wars kits will be sold next to Star Wars action figures. This rearrangement will no doubt give dedicated hobby stores a boost, plus it has also opened the door for other stores to pick up models as well. Target is already carrying some Hot Wheels themed and Star Wars themed kits, and Toys 'Я' Us may have a dedicated model section as early as this fall.
There are a few other things to look forward to from Revell in the coming months as well. First, they will reintroduce online shopping on their site, to allow customers to purchase directly from them. Next, they will be changing the way some Revell of Germany kits will be sold in North America. Currently, any RoG kits sold in the US & Canada have to be special order items. In the coming months, many of RoG's most popular items will be warehoused in Hobbico's Champaign, IL facility and considered regular "in stock" items. And finally, some builders may remember how certain kits were rebadged and sold in different markets around the world (the best example being Aoshima's Back to the Future DeLoreans being sold under the AMT banner in the US). Although there are no current plans to resurrect this practice at the moment, it may be something Revell will consider later on.
We also got a chance to talk about some future releases and the hobby in general. TV- and movie-licensed properties are always a gamble, especially since model companies need a full year or better to make up a new tooling. There are certain "safe" properties that Revell plans on continuing, including the aforementioned Star Wars, some Battlestar Galactica kits to coincide with the show's 30th anniversary, and reissues of the Bullitt models. Unfortunately, the dismal reaction to all things Batman & Robin related has made Revell wary of any Batman themed properties, so there won't be a Tumbler model kit on the shelf this summer. A reissue of the old Futura tooling is out as well, as the molds are pretty well used up at this point. There were some exciting possibilities for other kits, though: the popularity of the Peterbilt 359 kit may spur Revell to expand their truck line, and other modified reissues are in the works such as a '68 version of their outstanding '69 Dodge Charger.
Finally, I asked if he could settle the debate about who they sell models to. Every age group is certain that they should be the ones targeted: older modelers know for certain that kids are too interested in video games, while younger builders know for certain that without their sales the market will stagnate and die. Well, it turns out that there's about a 60/40 split (though it may be closer to 55/45 according to some of their market research): modelers over 18 make up just over half the building population. It seems that there's a bit of a gap, though: the vast majority of modelers are either under 18 or above 35...apparently the tail end of Generation X didn't produce too many model builders. So Revell's response is the same as any prudent business' would be: sell to everyone.
One of the ways they're doing this is by targeting products to specific age groups. Kits for younger builders will be snap-together kits with a strong shelf presence (including clamshells taking the place of the old cardboard boxes), while older builders can look forward to more detailed historic vehicles. They will also be expanding their robotics line (currently limited to the VEXplorer series) to add more functionality and interactivity: model kits aren't just for shelf display any more. One other interesting trend is that a number over-55 builders seem to be taking up the hobby for the first time, or at least the first time in decades.
So what does all this mean? Basically, it means that we have a lot to look forward to. If we consider Revell as a measure of the model manufacturers in general, then they are well aware of the changing marketplace and are taking steps to meet it and continue growing. A major part of this hobby (and something that makes it tough for model manufacturers) is its vast diversity: how many other hobbies can claim to include everyone from children to senior citizens from all around the world working toward the same goal? This diversity means that there has to be some give and take, and a few disappointments now and then like canceled kits or money spent on genres we don't personally build. But this is nowhere near the "death" of the hobby. As long as we keep building, the hobby will be alive for a long time to come.
The first thing that needs to be made clear is that Revell isn't going anywhere anytime soon. On the contrary, they plan to release over 100 products in 2008, averaging at least two per week. They also don't mourn Wal-Mart's decision. Looking behind the scenes, it turns out that Wal-Mart has not actually given up on models, they've just gotten rid of the model section. Kits will still be available, but rather than taking up a single dedicated section of shelf space they will be placed with similar licenses: for example, Star Wars kits will be sold next to Star Wars action figures. This rearrangement will no doubt give dedicated hobby stores a boost, plus it has also opened the door for other stores to pick up models as well. Target is already carrying some Hot Wheels themed and Star Wars themed kits, and Toys 'Я' Us may have a dedicated model section as early as this fall.
There are a few other things to look forward to from Revell in the coming months as well. First, they will reintroduce online shopping on their site, to allow customers to purchase directly from them. Next, they will be changing the way some Revell of Germany kits will be sold in North America. Currently, any RoG kits sold in the US & Canada have to be special order items. In the coming months, many of RoG's most popular items will be warehoused in Hobbico's Champaign, IL facility and considered regular "in stock" items. And finally, some builders may remember how certain kits were rebadged and sold in different markets around the world (the best example being Aoshima's Back to the Future DeLoreans being sold under the AMT banner in the US). Although there are no current plans to resurrect this practice at the moment, it may be something Revell will consider later on.
We also got a chance to talk about some future releases and the hobby in general. TV- and movie-licensed properties are always a gamble, especially since model companies need a full year or better to make up a new tooling. There are certain "safe" properties that Revell plans on continuing, including the aforementioned Star Wars, some Battlestar Galactica kits to coincide with the show's 30th anniversary, and reissues of the Bullitt models. Unfortunately, the dismal reaction to all things Batman & Robin related has made Revell wary of any Batman themed properties, so there won't be a Tumbler model kit on the shelf this summer. A reissue of the old Futura tooling is out as well, as the molds are pretty well used up at this point. There were some exciting possibilities for other kits, though: the popularity of the Peterbilt 359 kit may spur Revell to expand their truck line, and other modified reissues are in the works such as a '68 version of their outstanding '69 Dodge Charger.
Finally, I asked if he could settle the debate about who they sell models to. Every age group is certain that they should be the ones targeted: older modelers know for certain that kids are too interested in video games, while younger builders know for certain that without their sales the market will stagnate and die. Well, it turns out that there's about a 60/40 split (though it may be closer to 55/45 according to some of their market research): modelers over 18 make up just over half the building population. It seems that there's a bit of a gap, though: the vast majority of modelers are either under 18 or above 35...apparently the tail end of Generation X didn't produce too many model builders. So Revell's response is the same as any prudent business' would be: sell to everyone.
One of the ways they're doing this is by targeting products to specific age groups. Kits for younger builders will be snap-together kits with a strong shelf presence (including clamshells taking the place of the old cardboard boxes), while older builders can look forward to more detailed historic vehicles. They will also be expanding their robotics line (currently limited to the VEXplorer series) to add more functionality and interactivity: model kits aren't just for shelf display any more. One other interesting trend is that a number over-55 builders seem to be taking up the hobby for the first time, or at least the first time in decades.
So what does all this mean? Basically, it means that we have a lot to look forward to. If we consider Revell as a measure of the model manufacturers in general, then they are well aware of the changing marketplace and are taking steps to meet it and continue growing. A major part of this hobby (and something that makes it tough for model manufacturers) is its vast diversity: how many other hobbies can claim to include everyone from children to senior citizens from all around the world working toward the same goal? This diversity means that there has to be some give and take, and a few disappointments now and then like canceled kits or money spent on genres we don't personally build. But this is nowhere near the "death" of the hobby. As long as we keep building, the hobby will be alive for a long time to come.
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