ARE EASTERN EUROPEAN SCALEMODEL MANUFACTURERS TAKING OVER THE MARKET?

The three big dinosaur companies in Western Europe Airfix, Revell and Italeri have received serious competition from younger and up-coming companies from Eastern Europe such as ICM, Eduard or Arma Hobby in what has so far been a fairly exclusive market in Europe. This video compares the releases from 2024 so far, the different business models of the companies and looks for certain patterns in the product launches.
Check out this video: • AIRFIX vs REVELL vs IT...
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[@chrisveya7556]

What do you think about eastern european scalemodel manufacturers and their impact on the market? Leave a comment and let us know! Please subscribe to the Rustyscale Show for more scalemodeling mojo: www.youtube.com/@chrisveya7556

[@wheelsdeal]

I believe you looking at it from an aircraft oriented perspective. I am an armor guy and truth is the Asians are taking over. Border,RFM,Takom,Meng etc. They are pretty much the go to for quality kits (mainly armor) and because they are relatively new companies they keep bringing new tool stuff...no reboxes etc. And if you add HobbyBoss and Trumpeter with their huge catalog, the Asians are dominating the market. About eastern European my favorite is Zvezda. They are killing it with their new tool kits and are quite affordable. Suprised you didnt mention them.

[@pejewey]

Came to write almost the same! You are 100% correct

[@toffeesw4074]

I totally agree with you and Zvezda is Russian politics strikes again 😕

[@__-vb3ht]

I think you skipped over a big sector of the industry: Japanese and Korean Manufacturers. I took a quick survey of both my stash and finished models, and found that: only 16% are from established Western European manufacturers. Only Airfix and Heller, no Italeri or Revell, _shudder_ Why do I have these? They are either new Airfix toolings or vintage kits of planes which no other manufacturer has released since. 56% are from Far East Asian companies, Tamiya, Academy, Fujimi, ARII, FineMolds, Bandai. While not as prevalent in the planes business anymore, they are in my opinion still the top dog in terms of 1/24 scale cars unless you are looking for muscle cars or crazy resin conversions. And I still love Academy plane kits, the fit is amazing, and the detail is sufficient if you aren't building an award winner or a "dissection model". They are perfect for "I just want a P-39 Airacobra sitting on my desk". There's a bigger discussion that could be had here about aftermarket part overload. and Finally, 28% of my kits are from Eastern European manufacturers, all of them resin kits or short run injection molded kits of civilian planes and racing planes. These are subjects that have been deeply neglected by most traditional model companies. I think the community also isn't interested in civilian models, but it's a vicious cycle where there are no non-resin kits available, so most people refuse to build these kits and then only resin companies serve this niche market. Looking at my eBay and Super-Hobby baskets, I have to say, most of my future purchases are going to be Eastern European kits. Why? Because they tackle the weird stuff, the prototypes, the civilian planes, stuff that everyone else shies away from but those are the focus of my model building

[@chrisveya7556]

The video has the focus only on Europe, thats true. Thanks for the feedback!

[@brettneedham3713]

the best thing about these new brands is that they are bringing out kits that have not been done before, my collection has grown more because of this, the older companies have stayed with the most popular stuff, i have many brands from FROG to IPC all are great and now building the resin kits.

[@chrisveya7556]

And they pick up on current topics, like the UAV drones from Clear Prop for example. Thanks for the feedback!

[@JohnMckeown-dl2cl]

Having built kits from all of these manufacturers (plus a lot of others) in the past couple of years, I do see a BIG difference in the kits. The Japanese and many Chinese companies passed the dinosaurs quite a few years ago. Now the eastern european manufacturers have passed them too. Pick a kit that they all make, like a Bf-109 or a P-51, and build them side by side. The difference in quality, detail, accuracy and packaging is striking. Everything from the reboxing of ancient kits (all of them), bad packaging (Revell and Italeri), poor detail quality (Italeri and Airfix) and lack of new products just put them farther behind. If they don't wake up soon they will go the way of the original dinosaurs with the eastern europeans putting the final nails in their coffins that the Japanese and Chinese have already mostly built. One note is that the ones that surprise me the most are the Ukrainians. How they can produce so many interesting, high quality kits in what is mostly a war zone is truly amazing.

[@chrisveya7556]

Very well spoken! I did want to focus on europe in the video but what you said about asian manufacturers is totally true. And also the ukrainians, i still cant believe they even seem to be more productive in the past two years than before

[@antonshumilin7989]

Some ukrainian model companies (Miniart) had relocated their production to Poland. MiniArt made relication twice: in 2015 from Crimea to Kiev, in 2022 from Kiev to Poland.

[@hankrol7830]

Some East Europian kits are totally over the edge. Rivets are engraved. I have watched a F-15C in Soesterberg,32nd FS, and you don't see a rivet. Totally clean aircraft.I don't like it.... My opinion.

[@zacklewis342]

The dinosaurs rely primarily on two market segments, children and old nostalgia builders. Children no longer care about models, and the old guys are dying off. I wouldn't be surprised if they all went under within 20 years while modern companies thrive. Airfix are trying to get better, but I think they don't actually have any clue what they are doing.

[@shootmcrunfast]

I love the newer companies coming along and producing these extremely high quality kits, I always enjoy opening an ICM or Eduard kit and breathing in a new kit!! The Dinosaurs are maybe being woken up a bit and realising they need to up their game, I was never a fan of Airfix until recently when I was bought a 1/48 scale Stuka. Not a perfect kit but it built up into a nice model, the Anson was a my first purchase (enhanced by some Eduard additions) and since then I have bought another 10 of their kits for the stash. The dinosaurs can release their older toolings for nostalgia, release the new toolings for the modeller and benefit from the awesome accessories the new boys are coming out with. Personally I think we have things pretty good at the moment and it is good to see the development in the market driven by interest in the hobby from nations where it may not have been as accessible in the past.

[@johanmolendijk9811]

I bought that same Airfix Stuka. It's nice, but by god did it need the Eduard photo-etch to make it really nice. So, Eduard fixes some of the dinosaur's issues. My main gripe with that Stuka kit was the aft-firing machine gun. It's a blob. The Eduard photo-etch makes it slightly better but I was terribly dissapointed in that blob.

[@chrisveya7556]

Im sure nowadays were in a very good spot when it comes to modelling and the variety of products. And it keeps getting better Thanks for the feedback!

[@73north]

I have to say Wingsy and Dora Wings are very impressive with their releases . I bought the 2024 1/48 Ms.406 as its a totally unique kit , only before previously in poor plastic and resin. Plus difficulties assembly. Dora wings kit MS 406 was a no brainer to purchase .delightfully detailed . I found Eduard have been really impressive with details and etch / aftermarket parts ( Brassin ) ..often essential to a kit eg wheel bay detail for Mc.205 .

[@chrisveya7556]

Dora wings MS406? Sounds great, ill have a look at it. A 1/72 MS406 will be one of my next projects 👌🏼

[@donaldwiller9238]

Great information 👍. More the better and you git More stuff .

[@chrisveya7556]

Thanks for the feedback!

[@boombado998]

Eduard might be the best pla mo company on the world

[@chrisveya7556]

They might be!

[@NQR-9000]

They are definitely the current standards setters!

[@martinB68]

I used to build alot of Airfix,but nowdays i Build more Tamiya,Eduard and Italeri with a few Revell. But its down to my subject matter.

[@jcwoodman5285]

It's interesting how this European area has become so centric to the scale industry. It will be an opportunity for them as tariffs on Chinese products are likely going to be a thing over the coming years...

[@chrisveya7556]

Valid point, im curious how the US election will change the global taxes now

[@jcwoodman5285]

@chrisveya7556 Well, I'm US & I don't expect blanket tariffs except perhaps China. The increased expense of Chinese imports though will be an intriguing opportunity for European manufacturers to grab the market. It would be good to see new US companies form... Make Monogram Great Again, now THAT would impress me 🙂

[@chrisveya7556]

@jcwoodman5285 what a great slogan! Im sure many would support that😄 im in💯

[@modellbaubyjanik]

Ich hab da auch meine Meinung. Ich denke die 3 "alten" haben sich ein bisschen stark auf den Ruhm ausgeruht auf dem sie waren da sie einfach die einzigen waren. Irgendwann kamen dann die anderen welche du genannt hast dazu. Die wussten genau wenn sie an die 3 alten rankommen wollen müssen sie absolute Qualität bieten und das tun sie und dass bringt sie auf ihren jetzigen Erfolg. Airfix und teilweise Italeri hat das erkannt und bieten jetzt auch wieder sehr gute Bausätze an. Bei Revell hab ich manchmal das GEfühl dass sie sich mehr auf die Breite Masse fokussieren möchten anstatt auf den engagierten Plastikmodellbauer.

[@chrisveya7556]

Da hast du absolut Recht und ich muss auch betonen, dass Airfix einen grossen output an kits hat, den grössten von den 3 erwähnten. Danke fürs Feedback!

[@antonshumilin7989]

Some ukrainian model companies had relocated their production to Poland. For example, MiniArt made relocation twice: in 2015 from Crimea to Kiev, in 2022 from Kiev to Poland.

[@themajesticmagnificent386]

They work hard and many whilst being threatened by air strikes and they give us want we want..I really admire the Ukrainian manufactures..Eduard and special hobby are incredible and where would we be without Eduards photo etch.!.I like Special hobby as they are more basic but the detail is there but you have to work for it,I like that..Armor hobbies have hit the ground running..All is good and pushes the old Airfix,Italeri and Revell on to do better..

[@chrisveya7556]

It looks like the Ukrainian manufacturers are getting even more productive as before

[@themajesticmagnificent386]

@@chrisveya7556 Yes and in our communities history this will be looked at as a true golden age..👍

[@antonshumilin7989]

And Revell reboxes ICM, Zvezda and etc often

[@chrisveya7556]

Absolutely they have a wide range of older toolings they bought and are also distributing other brands kits dressed in Revell boxes

[@ronsteiner1637]

Airfix might have started in 1939 (making inflatable stuff; hence the name…) but only started with model kits about 1952 (my birth year) with the Massey-Ferguson tractor & Golden Hind kit. I think I made some Italeri models before the origin date you mentioned, nevermind! I’m a big fan of the Eastern European model companies; MiniArt & Zvezda are also noteworthy manufacturers that should be mentioned! Your (very interesting & insightful) analysis can also be applied separately to the Far East… great product coming out of the newer companies: I’m especially impressed with the likes of Magic Factory & Minibase. Best wishes from Rotterdam!

[@chrisveya7556]

I got the founding year dates from the scalemates page, its possible they arent 100% accurate but close enough i guess. Could it be, Italeri changed the name from Italieri in 1978? Thanks for the feedback!

[@runesvensson1244]

Those Eastern European models makes modelling interesting. Finding a model shop with 300 Revell kits is sooo boring.

[@chrisveya7556]

Yes, like someone mentioned in the comments "the more the better". Keep the market more dynamic

[@hopik512]

Rebox is not realy a bad thing. most of the kits have only a few years old tooling, but not telling you that the kit is actualy 40 years old is a crime. Older companies are not producing upgrade parts, because there are already companies for that. Also Czech Republic is a central european country.

[@paveltopgun1078]

If the manufacturer admits that it is repackaging a 60-year-old model, then everything is fine. Revell does not do that in principle.☹

[@ereremzet]

Eduard (Czechia): airplane in all scales, PE, resin, 3D prints, decals, Special Hobby (Czechia): planes in all scales, decals, masks, resin, 3D prints (branded as CMK), armour (branded as Special Armour), AZ Models/KP (Czechia): planes in 1:72 and 1:48, MiniArt (Ukraine/Poland): armour in 1:35 and planes in 1:48, ICM (Ukraine): planes in all scale, armour in 1:72 and 1:35, figures, civil vehicles in 1:24, IBG (Poland): planes in 1:72 and 1:32 scale, armour in 1:72 and 1:35, Arma Hobby (Poland): planes in 1:72 and 1:48, 3D prints, ClearProp! (Ukraine): planes in 1:72 and 1:48, 3D prints, masks, PE sets, AMK (Ukraine): planes in 1:72 and 1:48 scales,, Unimodels (Ukraine): armour in 1:72 and 1:48 planes in 1:72, Fly (Czechia): planes in 1:72 and 1:48 scale, ACE (Ukraine): armour in 1:72 scale, PE sets, Dora Wings (Ukraine): planes in 1:72 and 1:48 scales, Wingsy Kit (Ukraine): planes in 1:48 scale,

[@jannespor8178]

Mark I (Czechia) planes 1:144, airships 1:720

[@NorthDevonModelSociety]

Interesting topic. For my sins. I build overwhelmingly Airfix kits. Yes. I've built kits from other Companies, but I gravitate towards Airfix. Why? It's mostly nostalgia. I haven't bothered with their newer tools as they're more complicated (I like fun builds). Now. Let's talk eastern Europe. Eastern Europe had a bit of a mountain to climb. The Likes of Novo and Eastern Express got their foot in the door with the old FROG tools. Then came along the likes of Zvezda. They now make excellent kits. As with all things. Some rest on their laurels, while others make progress. It's taken these lesser Companies to give the like of Airfix a well deserved kick up the ass.

[@chrisveya7556]

Haha, well spoken😄👍🏻 Thanks for the feedback!

[@richardjordan5036]

Well Rusty this is a good topic. The business model the eastern manufacturers are using as seen by me is the cottage model which makes sense. But your main big three are still needed due to the subject matter. They have the resources to put out newer subject matter that people want. In this what i mean it cost a lot or money to new tool kits which is done in molding the kit. The eastern kits are catching up but the problem is the subject matter. This can make or break a company. The are taking there time in putting out the subject that people like. The Asian companies have learned this lesson the hard way. Eastern companies in due time well take over the big three in time. Italier i see will go to the way side if they don't improve there brand. Revell is working on it and having to rebox older kits to do new tooling same as airfix. They need to go to the cottage model to make it in this new dawn of model production. The reason here in the states were they still have a bit of a market is due to there cost but even this is not helping them. The closest hobby shop for me is in st.charles,mo about 135 miles away. They are selling off all there Revell, airfix and italier at huge discounts to get them gone from there inventory. This is a shame cause they still make some good kits even though it is a hit or miss. Just my thoughts on the matter.😊😊😊😊😊

[@chrisveya7556]

Very good comment, thank you Richard! To be fair on Airfix: altough they mainly concentrate on full kits, they develop a decent amount of new toolings, i havent pointed this out enough in the video i believe. But all 3 have to get their a$$ up😄

[@pejewey]

You forgot to mention that revell and italeri sell rebox kits at new tooling price, at least airfix puts a "vintage classic" label on it. But is not hard to find a very old tool rebox with a price tag over USD30 meanwhile a takom or border kit with a very recent tooling can be found at about 25 or 30 us dollars

[@chrisveya7556]

I think the rebox business is really a thing of the past. No one going to win anything with this anymore. Thanks for the feedback!

[@antonshumilin7989]

I wish to remind about great russian model making companies: in plastic kits - Zvezda (soon they will celebrate 35th anniversary, they make new releases monthly); in afttermaket - Quinta studio ( 5 years, the pioneer of 3d printed inerior decals, better than Eduard's interior dashboard photoetch).

[@BarkingSpyda]

Yeah but not too many people want to support Russian companies at the moment.

[@katyushatman5187]

@@BarkingSpyda sadly political BS in the west is too strong because i think zvezda makes pretty good kits (currently doing t-34-85 and its fairly detailed and user friendly)

[@katyushatman5187]

you know, currently everything russian is the devil himself

[@HelixRsix]

Yes don’t mention themmmmm because they r RUS and like many many model channels have jumped on the other bus so I just unsubscribe from them till they play the whole field politics in model making which country that makes kits has not done something wrong over the years

[@antonshumilin7989]

​@@katyushatman5187, I don't know :) Scale model kits are beyond politics. If you see devil there, it's the your individual psychological problem

[@jannespor8178]

We Czechs consider our state as part of the Central Europe. Greetings from the Czech Republic.

[@chrisveya7556]

Yes, people have pointed this out, i understand and dont want to label anybody or any nation wrong. But in my take here the focus was completely on the east vs west topic to get a simple view on my thoughts about this matter, altough maybe geographically not 100% accurate. No offense. Thanks for the feedback!

[@jannespor8178]

@@chrisveya7556 To the topic: I really like Eduard's kits and accesories.

[@chrisveya7556]

@@jannespor8178 in my opinion Eduard is one of the best in the market. Very dedicated💯

[@jannespor8178]

@@chrisveya7556 I agree! I remember from my childhood (half of 1990s) article in czech magazine ABC about Eduard's Fokker Eindecker with visible internal structure from photoechted parts. It was miracle for me.

[@NQR-9000]

I think this is a sector where the makers are strong where the market is strong : The hobby is still very much alive in Europe, western and eastern (I'm belgian and there is a scale modelling at least every month in the country!), China, were the hobby is growing, while being still strong in Japan, even if it's more about Gunpla (Bandai is making stuff closer to magic than technology in that range).

[@chrisveya7556]

I think the entire hobby market is in a very great state at the moment. Very high quality standards were reached. Thanks for the feedback!

[@1337flite]

Hey what happened to Esci? I'd be happy if we saw 30 day sprints in the modelling industry. I really miss cast resin. I find the 3d resin breaks very easily just working with it.

[@chrisveya7556]

It needs very carefull handling, ResKit for instance therefore provides some extra parts sometimes, in case something breaks by mistake

[@dcanmore]

ESCI went out of business in the 1990s.

[@MiniatureLab-2000]

Its even more interesting when you include the quality of the kits. Having enormous stash I only buy whenever something really seems to be worth it (Gulity of buying all Eduard Bf109s). Why would I pay for troublesome kits when I can get a brand new one with all the masks, resing parts (or files) for not that much more

[@chrisveya7556]

I believe most of the lately released new toolings have a very high quality standard. But some companies can include accessories in their kits because they produce these as well. It starts to make a difference i believe Thanks for the feedback!

[@Сказка-з8у]

Да, это так.

[@chrisveya7556]

👍🏻💯

[@paveltopgun1078]

The Czech and Ukrainian ones produce everything themselves. No production in China. That's why they are dynamic and fast.

[@chrisveya7556]

A Revell F-16 is actually on my 2025 list of kits i want to build💯

[@martinoconnor4314]

Since getting back into modelling and focusing on armour models why would I even want to buy an Airfix 1/35 reboxing of an Academy kit. Have Airfix actually designed any of the 1/35 kits in their range or are they all reboxings?

[@chrisveya7556]

Fair point👍🏻

[@flitsertheo]

The Ferret scout car is an original according to Scalemates.

[@martinoconnor4314]

@@flitsertheo To be honest I didn't even know they made one. I guess I just switched off to them many years ago after building the same old 1960's kits in fancy new boxes at top prices.

[@thekinksfan5102]

@@flitsertheo The armour kits are tooled in Korea by Academy, but not released by any other company, so they are made by Academy for Airfix. Speaking of Academy, it's also an old company which has still an actual factory, not a brand like Airfix. I don't know Italeri if the injection is done in Asia, or do they still make anything in Italy.

[@Tanubtanu]

Maybe, I haven't seen much eastern european kit here (Australia), They are importing a bunch of Chinese brand (Meng, Magic factory, Takom, etc), Korean, and Japan. Most European kit were old or some re-box stuff, wish they import more newer release stuff.

[@whtalt92]

That's down to your importers, mostly. I guess they estimate there's not enough margin after transport to make it work for them. I do know BNA and RedRoo actually carry Special Hobby & Sword on occasion, so it is possible.

[@KABModels]

So what if they are? ICM make great kits, so the more good kits on the market the better. Also, posting stuff just to get reactions is disingenuous and makes you look like a clickbaiter with nothing worth saying. Oh... wait...

[@chrisveya7556]

Click bait is if the video titled as "P Diddys black list leaked!" and then i talk about scale modeling. My title and the video content matches, so click bait is out of scope. We can argue about if i have something interesting to say though😄

[@kevinhickson8099]

I think it’s great more competition for the likes of airfix and revel.and there cheaper

[@chrisveya7556]

And are setting new standards

[@grysufeuermelder9602]

You completely left out Roden??? One of the biggest with 279 kits? The only ones covering WWI planes in a great variety in 1/72 and even 1/32?

[@chrisveya7556]

Yes youre absolutely right. I had to leave some out but will consider them in future content 👍🏻

[@MannsModelMoments]

Easy answer - no

[@chrisveya7556]

Okey

[@MrPDoff]

I get change parts. I get change decals, after all if your going to build a different version of a kit, you'll buy another kit. But Rebox. What's that about. If there are more and more new kids on the block producing kits, it must mean our hobby is growing, which must be a good thing

[@chrisveya7556]

I strongly believe with reboxes no company will survive for long. Its a thing of the past

[@Dacha43]

i have bad experience with ICM. maybe now they are better, but last kit i`ve got was the worst kit ever. nothing fit well, plastic was brittle and lack of details. There are some smaller makers from china and south korea, like Revosys. only company to make german prototype VK3601H and it is amazing. Plastic is similar quality to Warhammer figures and details are impressive.

[@bogdanionete5]

You forget about Heller, another dinosaur 😊

[@chrisveya7556]

Yes true they truly are a dinosaur as well. but i dont think Heller has produced many new tools since they're back in business, they need to catch up first😄

[@whtalt92]

@@chrisveya7556 None at all, actually. Still waiting for that supposedly new tooled E-2.

[@mixererunio1757]

Poland and Czechia are not in Eastern Europe. They're in Central Europe.

[@paveltopgun1078]

😄

[@chrisveya7556]

Okey. In my take here, theres just the west and the east, the rest is out of scope

[@paveltopgun1078]

@@chrisveya7556 Say that when you come to us in the Czech Republic. That we belong to the east.😄😁😡

[@filiphavel5351]

Czech here. I don´t mind being called eastern that much. But I strongly disagree to be put in the same box as Russia. We are NOT Russia (although some politicians would like that)

[@chrisveya7556]

@@filiphavel5351 russia isnt part of europe anyway, is it?😅

[@hankrol7830]

Stiil Revell makes the best F-16 on the market in 1/72 for a good price. I don't care witch brand I buy. I love jets from the 50's till mid 80's.... And some WW2 planes, only fighters. And building airplanes from the Dutch AF and Marine.

[@robertnorth7609]

I wonder. ICM does seem to like the American market. They have put out a few USAF kits, not to mention 1930s Fords. Oh, fun! Slava Ukraine 🇺🇦

[@mellasio3911]

................off complicated .........for me am quite disappointed in general and specialty with the new offers on 3d prints ...where a new FULL model cost as much as a classic , or more , where you dont need to build to much , where is the fun , suppose to be easy to make and cheaper and all the bla bla we get.......second ...the" new blood " is normal to have releases every month ,or what ever , do you think if you get to have a 2000 models portfolio you can build and sell all at the same time ????????? 3 ....you said about 3 companies doing 3 separate thing and coming together , do you think if eduard has the power to build all in house will not do ? and last .........i am less an less attracted to modeling ..60-80 pounds for a model ????? i know is not others problem that am poor .....when you put pains and brushes pigments and on and on .......i try to make young ppl not to pick up this hobby ......i love it with passion but unnecessarily expensive ...............OOOOOO ps how can you sell a stupid model with 40 parts ( 20-30 years old)around 50 pounds or more...and then you have BANDAI ..you get a gundam ,and is like engineering marvel, with 70+ parts 3-5 color on the same frame, for 20-25 pounds make you wonder what is the real price

[@frankthornton5113]

No. You've ethnocentrically ignored the entirety of East-Asian manufacturers who are en masse producing amazing toolings.

[@chrisveya7556]

The video has the focus on europe

[@user-lw7om1sg1m]

Dont mention Russia😂😂

[@CFster]

Well maybe these European brands will become more popular in the U.S. if Trump carries through with his threat of hitting China with massive tariffs.

[@chrisveya7556]

Lets see what will happen

[@whtalt92]

Heh. He has his sights on European stuff as well. More for AMT and Round 2, I guess....

[@CFster]

@ yeah he’s a wrecking ball. If he’s successful we won’t have any money left to buy anything so it won’t matter.