To celebrate its 60th anniversary year, Revell has detailed plans to embark on a ‘major change in direction’.
Last year saw a record increase in turnover for Revell, thanks to success in the plastic model kits sector and the Star Wars licence, but this year sees the firm go ahead with a strategic re-launch in the model kit sector and wide-reaching staff changes.
The fresh launch in the model kit sector will see Revell target young children aged four and above via the JuniorKit line.
Elsewhere, casual users will be catered for with simpler models including Star Wars and a Boeing 737-800 and an updated communication and packaging concept titled ‘future made in Bünde’ will come into effect.
This new concept has been designed to appeal to the firm’s new audiences, ‘making plastic model building younger and more interesting than ever before’.
The firm also stresses that the core market of model builders will be maintained through a succession of highlights including the 1:16 scale BMW Isetta, the 1:32 scale F/A-18E Super Hornet and the 1:144 scale HMCS Snowberry.
In terms of staff changes, current Revell president Hans Ulrich Remfert and senior vice president sales, Bernd Wiegmann, have both retired.
The incoming president is Stefan Krings, previously managing director for Germany and Austria at toy manufacturer Giocchi Preziosi.
The successor for senior vice president sales is Roger Gundel, who has been in leading positions at Nintendo and Apple.
Other staff changes include a new vice president of marketing and product development, Stefan Lutz, who was previously marketing director for Zapf Creation and head of marketing at Simba Dickie Group.