The Advertising of Scale Models as Educational Technical Toys: Case study of Revell´s Marketing Strategy (1957-2023)

Abstract

This chapter analyzes the advertising strategy of a brand that produce, distribute, and sell scale models (technical toys sector) all over the world. The firm analyzed is Revell, an international model-making company founded in North America in 1943, whose promotional strategy, since the mid-20th century, includes educational and didactic messages aimed at children and young people of different ages. The objective of this research is to present a new vision on the historical evolution of the advertising communication of Revell. It is the first time that a rigorous analysis of the advertising messages of scale modeling brand has been carried out, taking into account that the publications on this sector deal more with commercial, industrial or business aspects, and have focused mainly on the evolution of brands from the perspective of changes and transformations of their own products, not from the analysis of advertising communication.