Industry News

E-mail Article to a FriendPrint ArticleBookmark and Share

Revell designs new product lines for youngsters

Published: July 30, 2015
Revell is launching a revamped and repackaged product line aimed at a new generation of model builders. The updated line features a new skill-level scheme Revell hopes will become an industry standard.

The initiative follows a one-year market evaluation that included hands-on assessment of model kits from around the world as well as consumer surveys, focus groups, more than 15,000 “Make ’n’ Takes” and experiential in-store research. The evaluation determined that:

• Extant product and package designs are confusing to novice and impulse buyers, discouraging first-time purchases.

• Most models are too difficult for children under 10, prompting them to abandon modeling after their first experience.

• New products and clearer package information are required to nurture new enthusiasts and replace today’s older generation.

In response, Revell has designed:

• Completely new Skill Level 1 snap-together kits targeting ages 6-8

• A new two-tier Skill Level 2 line differentiated by the number of pieces for ages 8-10 and 8-12

• New “pre-decorated” Skill Level 3 kits that introduce the use of glue for ages 10-12.

• Packaging redesigned for easy identification of age, skill level and build time.

These products are being rolled out now at Michael’s stores and will be on other retail shelves in early 2016.