Italeri vs Revell:Which is more popular?
In October 2026, Revell had more branded searches than Italeri among model kit manufacturers worldwide. Revell had about 60,500 branded searches, while Italeri had 27,100. Revell made up 17% of all model kit manufacturer searches we track, and Italeri accounted for 7.6%. When we asked ChatGPT and Google AI Overviews about model kit manufacturers, Revell appeared in all four answers and Italeri in one. Revell was mentioned before Italeri in every answer.
Who do people search for more?
Revell, about 2 searches for every 1 for Italeri
Who does AI mention more?
Revell, mentioned in every answer we collected
Who does AI recommend more?
Revell, named ahead of Italeri in every answer
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Top model kit manufacturers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Revell appeared in all four answers. Italeri was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Revell was listed before Italeri in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Tamiya4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Revell4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Airfix3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Eduard3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Bandai3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hasegawa1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Italeri1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Trumpeter1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about model kit manufacturers
4 answers
Asked ChatGPT
“Which model kit manufacturer should I buy?”
Asked ChatGPT
“What are the best model kit manufacturer brands?”
Asked ChatGPT
“What's the best model kit manufacturer for a hobbyist?”
Searched Google, AI Overview
“scale model kits”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“hobby model kits”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Share of searches by month for Revell, Italeri. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tamiya | Revell | Hasegawa | Airfix | Italeri | Eduard | Trumpeter | Bandai |
|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 44.9% | 20.2% | 9.1% | 16.5% | 6.1% | 1.4% | 0.82% | 0.98% |
| Dec 2025 | 45.5% | 20.5% | 9.2% | 13.7% | 7.5% | 1.4% | 1% | 1.2% |
| Jan 2026 | 45.7% | 16.8% | 9.2% | 16.8% | 7.5% | 1.7% | 1.1% | 1.2% |
| Feb 2026 | 47.4% | 17.4% | 9.5% | 14.2% | 7.8% | 1.5% | 1.3% | 1% |
| Mar 2026 | 47.1% | 17.3% | 9.5% | 14.1% | 7.7% | 1.7% | 1.3% | 1.3% |
| Apr 2026 | 49.5% | 14.9% | 9.9% | 14.9% | 6.7% | 1.5% | 1.3% | 1.3% |
| May 2026 | 50% | 15% | 10% | 12.3% | 8.2% | 1.9% | 1.4% | 1.3% |
| Jun 2026 | 53.3% | 13.1% | 8.8% | 13.1% | 7.2% | 2% | 1.4% | 1.2% |
| Jul 2026 | 52.1% | 15.6% | 8.6% | 12.8% | 7% | 1.6% | 1.2% | 1.1% |
| Aug 2026 | 50.7% | 15.2% | 10.2% | 12.4% | 6.8% | 1.9% | 1.4% | 1.4% |
| Sep 2026 | 50.8% | 15.3% | 10.2% | 12.5% | 6.8% | 1.9% | 1.4% | 1.1% |
| Oct 2026 | 46.4% | 17% | 13.9% | 11.4% | 7.6% | 1.4% | 1.3% | 1% |
How has branded search for Italeri and Revell changed worldwide over the last 12 months?
3 findings
- Revell was ahead of Italeri in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Italeri’s share of searches among model kit manufacturers worldwide moved from 6.1% to 7.6%, and its estimated monthly branded searches held steady at 27.1K.
- Across the 12 months ending October 2026, Revell’s share of searches among model kit manufacturers worldwide moved from 20.2% to 17%, and its estimated monthly branded searches moved from 90.5K to 60.5K.
How did search popularity change for model kit manufacturers worldwide in October 2026?
2 changes
In October 2026, Revell gained share of searches among model kit manufacturers worldwide, from 15.3% to 17%.
In October 2026, Italeri gained share of searches among model kit manufacturers worldwide, from 6.8% to 7.6%.
How are Italeri’s and Revell’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Italeri’s and Revell’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among model kit manufacturers
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