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The original Revell company merged with Monogram in 1986, becoming "Revell-Monogram". The business operated until 2007, when American Revell was purchased by Hobbico, while the German subsidiary "Revell Plastics GmbH" (established in 1956) had separated from the American firm in 2006 until Hobbico purchased it in 2012, bringing the two back ...
From 1987 to 2005 the Monogram logo had appeared underneath that of Revell, but since the Hobbico acquisition, the Monogram name has disappeared. Now the Revell logo stands alone as Hobbico renamed the subsidiary the Revell Group, which consists of both revered names (the Revell-Monogram webpage has a graphic progression of the development of ...
Estes Industries acquired the Estes-Cox business unit and a German venture capital group acquired Revell Germany whole and the Revell-Monogram brands, IP & molds. Its headquarters is located in Champaign, Illinois. The company distributed over 150 brands of hobby products including about 30 proprietary product brands.
From this time forward, MPC mainly profited from kits first and promotional models secondarily. Kit makers Aurora, Industro-Motive Corporation (IMC), Pyro, Revell and Monogram had also appeared earlier than MPC, but did not enter the promotional business of pre-assembled models. By the early 1970s, however, MPC was as popular as any of the ...
The target market were young hobbyists, similar to the kits of the rival companies, Monogram and Revell. Aurora profitably targeted a younger demographic than their competitors, creating smaller-sized, less detailed models at a lower price. [4] [5] The first kits came in late 1952 and were 1:48 scale aircraft models.
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