Revell reveals why changing consumer behaviour is key to its major business changes

With the firm set to celebrate its 60th anniversary this year, consumer research has been the driver behind the company’s bold new direction, encompassing staff changes and fresh kits for casual users.
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As Revell gears up to celebrate its 60th anniversary this year, the company has detailed its major change in direction as it hopes to build on the success of 2015.

Revell has revealed that for the first time, children aged four and above will be targeted with the new Junior Kit.

“After detailed consumer research, the Revell brand has undergone a major re-alignment to appeal to the modern consumer,” Revell’s country manager for UK and Ireland, Thomas Randrup, told ToyNews.

“Every model kit now features informative, colour-coordinated packaging and full colour manuals for easy reference.”

Elsewhere, casual model users will also be taken care of with Revell’s other major change, as the company is launching a line of simpler models, including Star Wars and a Boeing 737-800 product, as well as an updated communication and packaging concept titled ‘future made in Bünde’.

Like with the Junior Kits, it seems consumer behaviour is key to these changes.

Randrup added: “The modelling hobby needed re-inventing thanks to stagnating sales and changing consumer behaviour. Detailed consumer research helped direct the brand re-alignment and what the modern consumer wants out of modelling.”

In addition, the firm has announced a series of staff changes, which will see the current president Hans Ulrich Remfert and senior VP of sales Bernd Wiegmann retire. 

But this isn’t all, as Randrup has revealed further developments are expected in the future to mark the company’s 60th anniversary. 

“Watch this space, as the new management team will announce further celebrations,” explained Randrup. 

“It’s onwards and upwards in a drive to build on the successes of 2015.”


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