HOBBICO BRIDGES TOY AND HOBBY MARKETS WITH NEW DROMIDA BRAND

Dromida

Hobbico recently launched Dromida, a new brand developed specifically to help brick-and-mortar hobby dealers compete with department store radio-control toys. Though very affordable, Dromida products offer advantages that R/C toys do not - including superior performance and easy access to parts and product support. As a result, Dromida builds new repeat business while also providing dealers with an excellent profit margin on every sale.

The timing for Dromida could not be better. It gives dealers an important tool for improving their bottom line during the 2013 holiday season. Economic indicators suggest that gift buyers will remain budget-conscious and demand extra value for the money they spend. The premier Dromida releases - a trio of fully equipped 1/18 scale vehicles - fit that description perfectly. They're unusually sturdy, capable of 20+ mph speeds, and strategically priced at only $99 retail.

Hobbico invested intense research into the creation of Dromida. The hobby market needed "bridge" products - models that not only attracted new customers but also held their interest while they experienced the rewards of staying involved. Dromida, shortened from Andromeda, evoked images of infinite adventure. Popular with focus groups, it was chosen as the new brand's name and forms the foundation of its easy-to-recall dromida.com web domain.

Dromida packaging, like the product inside, has been created to appeal to a wide range of customers. Bold, dynamic, action-oriented graphics turn each box into a powerful merchandising aid. The aggressive artwork is complemented by simple, clear language that customers of all ages understand. It gives them confidence that they will succeed.

At the heart of it all is Dromida product - complete, ready-to-run models built from hobby-grade materials and technology, priced low enough to be the obvious choice for any first-timer. Add such dealer incentives as higher-than-average margins and the service support of Great Planes Model Distributors, and Dromida opens up new worlds of opportunity in the radio-control hobby for everyone.

Future Dromida products will explore other best-selling categories, such as airplanes, boats and quadcopters. Although Hobbico expects Dromida to have broad appeal, customers are encouraged to look for Dromida products in better hobby shops everywhere.

NEW HOBBICO LOGO REPRESENTS RENEWED COMMITMENT TO SERVING HOBBYISTS WORLDWIDE

For over a quarter century, hobbyists have turned to brands owned and/or distributed by Hobbico Corporation for innovation and dependable high quality at affordable prices. In recent years Hobbico has increased its development of product lines and markets across the globe. To reflect that international growth, Hobbico now unveils a new, modern logo — representing a renewed commitment to delivering the very finest products to its hobby customers throughout the world.

Hobbico was formed in 1986 with customer satisfaction as its guiding principle and highest priority. The company quickly became established as the industry's leading source for radio-control and general hobby merchandise. Hobbico now oversees 40 of modelers' favorite brands — including Revell®, Estes®, Great Planes®, Flyzone™, AquaCraft®, Heli-Max™ and Futaba®— and backs them all with award-winning service and support.

Hobbico's most recent additions include Revell® of Germany, ARRMA Durango® of the United Kingdom, and California-based Axial®. Using its well-established distribution networks, Hobbico has been able to make products from these manufacturers available to a wider base of customers than ever before. And, by taking advantage of global marketing channels used by its newly acquired European brands, Hobbico can now expand the reach of its other product lines into many more countries.

The new company logo that accompanies these changes bears similarities to its predecessor, maintaining an important connection to Hobbico's rich heritage. But Hobbico is on the move, and the updated look represents a company that is poised to become a more important resource than ever before to hobbyists around the world.

When modelers see the Hobbico logo, they can rest assured that they will enjoy the best quality for the lowest possible price. That has been Hobbico's mission for the past three decades, and will remain its aim for the future.


old and new logos

Hobbico Acquires Revell Germany

Hans Remfert - Revell Germany Revell Germany

Revell brand again united under one owner.

Champaign, Illinois, February 15, 2012 - Hobbico, Inc. of Champaign, IL announced today that it has acquired Revell Germany.

Revell Germany will continue to operate from its headquarters in Bünde, located near Hannover, Germany and will be led by Hans Remfert, President of Revell Germany.

Established in 1956, Revell is the European market leader in the plastic model building segment. For the last four years, Revell has also been a key player in toy radio control vehicles in the European toy market. Several new product lines were just announced at this year's Nuremberg Toy Fair.

Hobbico is the world's leading manufacturer and marketer of model hobby products, including radio controlled models, plastic model kits, flying model rockets and other hobby and toy products. The 100% employee-owned company sells products through several subsidiaries including Revell, Estes, Great Planes Model Distributors and Tower Hobbies. Since 2007, Hobbico has owned the U.S. Revell operation. Just prior in 2006, Revell Germany was spun off as a separate company.

After starting the original U.S. company in 1945, Revell founder Lou Glaser established the German operation in 1956. Since then, Revell Germany has been known as the European leader in plastic model kits as well as paints, tools and accessories. In 2008, the "Revell Control" line of radio controlled vehicles was introduced and successfully gained a strong position in the European toy market. In 2011, Revell introduced the award-winning Orbis children's airbrush system.

"Hobbico's acquisition of Revell Germany creates an enormous opportunity for our company and our employees", said Hans Remfert, President of Revell Germany. "With the support of Hobbico as a strong parent company, we have a great opportunity to expand our entry into the RC hobby segment of the European market. Hobbico has experience and know-how in this area as well as a strong assortment of product with worldwide recognition which we will integrate according to the European market conditions."

"We are pleased to reunite the Revell brand under one owner," said Wayne Hemming, President of Hobbico. "Now, Revell can proceed with a worldwide strategy for growth of the core plastic model business."

Hobbico was started in 1986 through the combination of Tower Hobbies and Great Planes Model Distributors, founded in 1971 and 1973, respectively. In 2001, Hobbico acquired United Model, a leading hobby products distributor founded in 1959. Hobbico acquired the Revell-Monogram plastic model kit lines in 2007 and Estes-Cox in 2010. In January of this year, Hobbico announced the acquisition of three hobby R/C car brands: Axial, ARRMA and Team Durango.

For further information or graphics, contact:
Ms. Carol Pesch, Publicity Coordinator, Hobbico
Telephone (217) 398-3630  •  cpesch@hobbico.com

Hobbico Acquires R/C Car Lines:
Axial, Team Durango & ARRMA

Arrma, Team Durango and dBoots

Champaign, Illinois, USA January 9, 2012 - Hobbico, Inc. announced today that it has acquired several R/C car product lines: Axial, Team Durango and ARRMA.

Founded in 2005, Axial offers industry-leading R/C vehicles, focused on rock crawling and rock racing products. With excellent design features and a high level of detail, Axial specializes in highly realistic ready-to-run vehicles including the recently released EXO Terra Buggy and the popular Wraith Rock Racer.

Established in 2009, Team Durango is known for state-of-the-art race vehicles in 1/10 and 1/8 scale including the revolutionary and patented DEX210 2WD buggy and the fastest 4WD competition SC truck, the DESC410R. Team Durango holds world and national championship titles around the globe.

ARRMA is a new product line introduced in 2011, offering a selection of vehicles with advanced features, unique designs and parts compatibility. The Raider Buggy and Fury Short Course Truck are popular items from ARRMA. The acquisition also includes the dBoots brand of R/C tires which specialize in off-road tires for multi-surface indoor and outdoor tracks.

Hobbico is the world's leading manufacturer and marketer of model hobby products, including radio controlled models, plastic model kits, rockets and other hobby products. The employee-owned company manufactures and distributes many famous hobby brands such as Duratrax, TrakPower, O'Donnell Racing Fuel, Revell, Estes, Great Planes, HeliMax, MonoKote, Real Flight, Top Flite, SuperTigre, Aquacraft, and others.

Axial will continue to operate as an independent company from its facility in Irvine, California. Team Durango and ARRMA will also continue independently from their current offices in Ashby, Leicestershire, UK. The product lines will continue to be available through a worldwide network of distributors.

"We're proud to bring these strong product lines into the Hobbico family," said Wayne Hemming, President of Hobbico. "I'm particularly happy to welcome the teams of talented professionals at Axial, Team Durango and ARRMA and look forward to the innovative products that they are developing."

"I'm excited about this new affiliation with Hobbico," said Jeff Johns, General Manager of Axial R/C Inc., "This will give Axial additional resources to continue our rapid growth."

"I look forward to working with Durango and ARRMA staff as well as those within Hobbico to continue to introduce innovative and successful products. This is an exciting step which we are sure will help take us to the next level" said Jason Dearden, Managing Director of ARRMA Durango, Ltd.

For further information or graphics, contact:
Ms. Carol Pesch, Publicity Coordinator, Hobbico
Telephone (217) 398-3630  •  cpesch@hobbico.com

Mr. Jeff Johns, General Manager, Axial R/C Inc.
Telephone (949) 600-8642  •  jjohns@axialracing.com

Mr. Jason Dearden, Managing Director, ARRMA Durango, Ltd.
Telephone (UK) 44-1530-412352  •  jasond@dradiocontrol.com


Hobbico Employees