Airfix
Airfix is the oldest UK manufacturer of scale plastic model kits, producing plastic kits of aircraft, vehicles, ships, and figures across skill levels under its core brand, QUICKBUILD, and Vintage Classics sub-brands, sold direct-to-consumer and via 2,707 global stockists.
- Company typePrivate
- Founded1952
- HeadquartersMargate, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Airfix does
Airfix is a UK-based manufacturer of scale plastic model kits, operating as a trading brand of Hornby Hobbies Limited and ultimately owned by Hornby Plc (LSE: HRN). Founded in 1939 by Hungarian refugee Nicholas Kove initially as a rubber toy maker, the company entered the plastic model kit market in 1952 with a 1:300 scale Golden Hind, becoming the oldest UK manufacturer in the category. Its portfolio spans aircraft, military vehicles, ships, space craft, and figures across scales from 1:24 to 1:600, with dedicated sub-brands QUICKBUILD (snap-together, no-glue beginner kits) and Vintage Classics (heritage tooling reissues launched in 2018). The product range is enabled by in-house CAD/CAM design and proprietary injection mould tooling, with physical production contracted to a manufacturer in India.
The company monetises primarily through one-time unit sales of model kits, augmented by Humbrol-branded paints, adhesives, and weathering consumables sold via an integrated retail strategy. Distribution combines direct-to-consumer e-commerce on uk.airfix.com (multi-currency, Klarna and Frasers Plus payment options) with a global network of 2,707 stockists, an affiliate programme on Partnerize, and event-based engagement at hobby shows and air shows. Pricing is publicly disclosed per SKU, with starter sets, standard kits (£10–25), twin packs (e.g., £29.99–£34.99), and Vintage Classics warship kits (£15.99–£24.99) forming the core tiers. Customer segments include scale modellers, beginners/entry-level hobbyists, aviation and military enthusiasts, and gift buyers, supported by the Airfix Club membership programme and Hobby Rewards loyalty points.
Airfix differentiates through 70+ years of brand heritage, an extensive licensing portfolio (Boeing, RAF, Royal Navy, Aston Martin, Ford, McLaren, EON/James Bond, Warner Bros./Harry Potter, Apple Corps/Beatles, Imperial War Museum, National Railway Museum), and active community channels including the Workbench blog, forums, and social media. Marketing and product launches in 2026 demonstrate continued range expansion, with RAF Typhoon Display Team Twin Packs, Vintage Classics warship re-releases, and new 1:72 aircraft kits entering the catalogue.
Airfix firmographics
Firmographics- Name
- Airfix
- Legal name
- Hornby Hobbies Limited
- Website
- https://airfix.com
- Company type
- Private
- Founded year
- 1952
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Airfix is the oldest UK manufacturer of scale plastic model kits, producing plastic kits of aircraft, vehicles, ships, and figures across skill levels under its core brand, QUICKBUILD, and Vintage Classics sub-brands, sold direct-to-consumer and via 2,707 global stockists.
- Ownership category
- akta.pro rank
Airfix industry classification
Industry- Product category
- Scale Model Kits
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Scale Model Kits (Aircraft, Armor, Ships, Cars) (CRALAKAA)
Keywords
Where Airfix is headquartered
LocationHeadquarters
- HQ city
- Margate
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Airfix business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Plastic Model Kit Sales: Airfix generates revenue primarily through one-time sales of plastic scale model kits. Products are sold across multiple categories including aircraft, vehicles, ships, space, figures, and dioramas in various scales from 1:24 to 1:600.
- Accessories and Paints: Sales of complementary products including enamel paint, acrylic paint, spray paints, glue, fillers, brushes, thinners, varnish, and weathering products under the Humbrol brand.
- Hobby Rewards Program: Loyalty program where customers earn points on purchases, with promotional offers like double and triple points on selected items.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Starter Sets - Entry-level kits for beginners |
| Unit Pricing | Pay-as-you-go | Standard Model Kits - Core aircraft, vehicles, ships range |
| Unit Pricing | Pay-as-you-go | Twin Packs - Dual kit releases featuring complementary subjects |
| Unit Pricing | Pay-as-you-go | Quickbuild Range - No glue/paint required brick-based models |
| Unit Pricing | Pay-as-you-go | Vintage Classics - Heritage tooling reissues |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Airfix product offering
Product offeringCore offering
Airfix manufactures and sells plastic scale model kits of iconic aircraft, military vehicles, ships, space craft, and figures in scales ranging from 1:24 to 1:600. The portfolio includes sub-brands QUICKBUILD (no-glue, beginner-friendly brick-based kits) and Vintage Classics (reissues preserving heritage tooling). Complementary offerings include Humbrol paints, weathering products, tools, and accessories for finishing models.
Product overview
Airfix is the oldest UK manufacturer of scale plastic model kits, producing kits since 1952. The core offering consists of plastic scale model kits spanning aircraft (military and civilian), vehicles (military, tanks, cars), ships (warships, naval vessels), space craft, and figures across multiple scales. The portfolio includes sub-brands QUICKBUILD (no-glue brick-based beginner models) and Vintage Classics (preserved historical tooling). Adjacent products include Humbrol paints and weathering products (enamel, acrylic, spray paints, thinners, varnish, brushes). The company operates membership programmes (Airfix Club with 10% discount, Hobby Rewards loyalty points) and an affiliate programme via Partnerize. Recent product launches include RAF Typhoon Display Team twin packs pairing modern jets with historically significant aircraft, and Vintage Classics warship re-releases.
Differentiator
Problem solved
Functional benefit
Brands
- Quickbuild: A range of brick-based models with no glue or paint needed, designed as an introduction to modelling for beginners.
- Vintage Classics
Products and services
- Airfix Scale Model Kits Plastic scale model kits of iconic aircraft, vehicles, ships, space craft, figures, and more in various scales (1:24 to 1:600), sold to hobbyists and beginners.
- QUICKBUILD
Quantifiable outcome
- Products available through 2707 global stockist locations
- +1 more outcomes
Companies that use Airfix
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Airfix technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Airfix partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, major, notable and minor.
- Hornby Hobbies LimitedcoreHornby Hobbies Limited is the parent company of Airfix. Hornby's principal business is the development, production and supply of hobby and toy products for a global market, distributing through specialists, online activities, and multiple retailers.
- Imperial War MuseummajorImperial War Museum sales support the work of the museum. Products include licensed representations of historical military aircraft and vehicles.
- UK Ministry of Defence (RAF, Royal Navy)majorLicensed production of RAF aircraft including Red Arrows, Typhoon Display Team, and Royal Navy vessels. RAF name and logo are trademarks of the UK Secretary of State for Defence used under license.
- BoeingmajorProduced under license from Boeing. Boeing vehicle/aircraft models feature distinctive Boeing logos, product markings, and trade dress which are trademarks of The Boeing Company.
- Aston MartinnotableAston Martin, the Aston Martin Wings Logo and model names Vantage, DBS, DB5, and DB10 are trademarks owned licensed or used by Aston Martin Lagonda Limited.
- Ford Motor CompanynotableFord Motor Company trademarks and trade dress used under license to Hornby Hobbies for vehicle model kits.
- McLaren AutomotivenotableManufactured under license from McLaren Automotive Limited. The McLaren name and logo are registered trademarks of McLaren.
- EON Production (James Bond)notableJames Bond materials copyright Danjaq and MGM. 007 Gun Logo and related James Bond trademarks are trademarks of Danjaq, LLC.
- Warner Bros. Consumer Products (Harry Potter)notableHarry Potter characters, names and related indicia are copyright and trademark Warner Bros. Entertainment Inc.
- Apple Corps (Beatles)notableBeatles and Yellow Submarine merchandise licensed by Apple Corps Ltd under Subafilms Ltd.
- National Railway Museum (Flying Scotsman, Mallard)majorFlying Scotsman and Mallard produced under licence for SCMG Enterprises Ltd. Every purchase supports the museum.
- HumbrolcoreHumbrol is a Hornby Hobbies brand producing paints and weathering products for modelling. Airfix has integrated Humbrol products into their offering.
- Hornby Hobbies Visitor CentreminorThe WonderWorks attraction in Margate, related to Hornby Hobbies tourism and visitor experiences.
- Purpl Disabled DiscountsminorPartnership providing discount codes for the disabled community to offset costs through Purpl Disabled Discounts programme.
Scale indicators3 records
Recent moves6 records
Expansion highlights2 records
Airfix competitors and assessment
Company assessmentDirect peers
- Italeri: Italeri is an Italian plastic model kit manufacturer with a broad catalogue of aircraft, military vehicles, ships, figures, and accessories. It is a direct competitor to Airfix in the European and global hobby market, with overlapping subject matter and similar skill-level segmentation.
- ICM Holding: ICM is a Ukrainian plastic model kit manufacturer producing kits of aircraft, military vehicles, figures, and alternative-history subjects. It directly competes with Airfix in the scale-modelling market, particularly in European retail channels.
- Hasegawa: Hasegawa is a Japanese plastic model kit manufacturer with a strong focus on military aircraft, naval vessels, and figures. It directly competes with Airfix in the same collector and enthusiast segments, particularly for licensed and historically accurate subjects.
- Tamiya: Tamiya is a Japanese manufacturer of plastic model kits, radio-controlled vehicles, and educational construction kits. It is a leading direct competitor to Airfix in scale military aircraft, vehicles, ships, and figures, with strong global hobby retail presence and a reputation for high detail and fit quality.
- Meng Model: Meng Model is a Chinese manufacturer of modern-military plastic scale model kits, including aircraft, tanks, ships, and figures. It is a direct competitor to Airfix in the scale-modelling market, particularly for contemporary military subjects.
- Revell: Revell is a German manufacturer of plastic scale model kits covering aircraft, ships, vehicles, and figures, with a heritage dating to the 1940s. It is Airfix's closest global direct competitor, offering a similarly broad catalogue across skill levels and distributing worldwide through hobby retailers.
- Eduard: Eduard is a Czech manufacturer specializing in short-run plastic kits, photo-etched detail sets, and masks for scale modellers. It is a direct competitor to Airfix with a focus on highly detailed military aircraft and accessories, serving an overlapping enthusiast base.
- Trumpeter: Trumpeter is a Chinese plastic model kit manufacturer known for large-scale ships, aircraft, and armour kits. It competes directly with Airfix in the scale-modelling market, often targeting the same enthusiast buyer with detailed subjects.
- Academy Models: Academy is a South Korean plastic model kit manufacturer producing kits of military aircraft, helicopters, tanks, ships, and figures. It competes directly with Airfix in the global scale-modelling market, often with comparable subjects at competitive price points.
- Zvezda: Zvezda is a Russian manufacturer of plastic model kits covering military aircraft, tanks, ships, figures, and historical subjects. It is a direct competitor to Airfix in the global scale-modelling market with comparable subject range and similar retail distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Airfix social profiles
Digital presenceAirfix financial estimates
Financial estimateRevenue estimate
Valuation estimate
Airfix leadership team
Management profileNumber of profiles
Profiles11 records
Airfix funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Airfix M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Airfix
What does Airfix do?
Airfix manufactures and sells plastic scale model kits of iconic aircraft, military vehicles, ships, space craft, and figures in scales ranging from 1:24 to 1:600. The portfolio includes sub-brands QUICKBUILD (no-glue, beginner-friendly brick-based kits) and Vintage Classics (reissues preserving heritage tooling). Complementary offerings include Humbrol paints, weathering products, tools, and accessories for finishing models.
Is Airfix a public or private company?
Airfix is a private company. It is classified as corporate owned and is currently operating.
When was Airfix founded?
Airfix was founded in 1952. It employs 11 to 50 people.
Where is Airfix based?
Airfix is headquartered in Margate, United Kingdom, in the Europe region.
How does Airfix make money?
Three revenue lines are on record. Plastic Model Kit Sales are the primary driver. The others are accessories and Paints and hobby Rewards Program.
Who are Airfix's main competitors?
Direct peers on record are Italeri, ICM Holding, Hasegawa, Tamiya, Meng Model, Revell, Eduard, Trumpeter, Academy Models and Zvezda.
Does Airfix have an API?
No public API is recorded for Airfix.
What industry is Airfix in?
Airfix's product category is Scale Model Kits. Its primary akta.pro industry code is CRALAKAA, Scale Model Kits (Aircraft, Armor, Ships, Cars). Its SIC code is 3944.