The Hollywood toy company that built America's miniature history
In short: In 1943, a California entrepreneur began molding plastic in Hollywood to create small washing machines. He soon pivoted to tiny trains and cars, eventually creating Revell—a brand whose name supposedly means 'new beginning.' From the first Model T kits to custom hot rods, it shaped how we build our memories.
Founded by Lewis H. Glaser in 1943 as Precision Specialties, the company initially produced contracted goods before moving into HO scale train sets and buildings. The brand name Revell was reportedly derived from the French word 'réveil,' signifying a new beginning. By 1950, the company began reproducing toys originally designed by England's Gowland Brothers. While these larger car models struggled in the UK, they found significant success in the United States as 'Play Planned' toys.
The brand's trajectory shifted with the introduction of 'Highway Pioneers' kits. These 1:32 scale models were more successful than their larger predecessors because they lacked cartoonish figures and mechanical 'action.' Revell expanded rapidly, offering series featuring iconic vehicles like the 1903 Ford Model A and even a 1911 Rolls-Royce. The company also ventured into science fiction, producing kits for rockets, spacecraft, and even an envisioned space station in 1959.
By the 1960s, Revell pivoted toward customization and 'hot rodding.' They hired legendary stylist Ed "Big Daddy" Roth, who designed iconic figures like the 'Rat Fink' and various custom cars. Despite this cultural success, the company faced financial hurdles, including a nearly half-million dollar loss from an ambitious commercial slot car racing experiment in 1967. After several ownership changes—including a merger with Monogram in 1986—the brand remains a global presence, split between its American roots and its high-quality German subsidiary established in 1956.
Today, the company operates under Quantum Capital Partners after the demise of Hobbico in 2018. While the American side focuses on various scales of cars and aircraft, Revell Germany has carved out a niche for accurately rendered die-cast models, particularly focusing on micro-cars like the BMW Isetta.
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Sources
- Summary by Intellect · source: Revell
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