Testors was an iconic model paint company that had been around since 1936. However, in 2014 the parent company Rust-Oleum made the decision to discontinue the Testors brand and product line. This came as a shock to many model builders and hobbyists who had relied on Testors paints for decades. In this article, we’ll explore the key factors that led to Testors going out of business after nearly 80 years.
Declining Market for Model Building
One of the major reasons cited for Testors’ decline was the shrinking market for model building over the years. During the mid-20th century, building scale models of cars, planes, and ships was a hugely popular hobby. Model kits were big business, with companies like Revell, Monogram, and Testors meeting the demand for assembly kits and accompanying paints and glues.
However, as hobbies like video games and the internet exploded in popularity from the 1980s onward, fewer young people got into model building. The average age of hobbyists increased, and the market shrank. This magazine cover sums up the shift:
Magazine | Cover Date | Cover Line |
---|---|---|
Model Airplane News | August 2014 issue | “Our Hobby is Dying” |
With fewer model kits being sold, there was reduced demand for accompanying model paints and accessories like Testors. The hobby was declining faster than companies could attract younger enthusiasts.
Impact of Video Games and Internet
The rise of new home entertainment options presented another challenge. Starting in the 1980s, video game consoles like Atari, Nintendo and eventually PlayStation became immensely popular in the home. Kids were spending less time building models and more time playing video games. The internet added another big distraction, giving youth endless digital entertainment options by the 2000s.
These tech shifts permanently changed the market Testors was created to serve. The brand’s core customer base aged while fewer young hobbyists entered the scene. This presented an existential threat to model paint brands over the long run.
Competition from Acrylic Paints
Testors had built its reputation onproducing some of the best enamel model paints. However, by the 2000s acrylic paints were gaining popularity. Brands like Vallejo and Tamiya offered acrylic paints designed specifically for hobbyists.
Many modelers preferred acrylic paints because they dried faster, were easier to clean up, and had less odor than enamels. Airbrush painters also tended to prefer acrylics.
The Rise of Acrylic Paints
Here are some of the advantages that helped acrylic model paints become more popular than enamel paints like Testors:
Acrylic Paint Advantages |
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– Dry very quickly compared to enamel |
– Water-based, so brushes and gear clean up with water |
– Less fumes and odor than enamel paints |
– Work very well for airbrushing |
– Produce vivid colors |
Testors was slow to develop its own modern acrylic paint line. Brands like Vallejo got the jump by formulating paints designed for the acrylic medium from the ground up. This left Testors enamel paints looking dated compared to hobby-specific acrylic paint ranges.
Marketing and Brand Identity Issues
In addition to broader market forces, some of Testors’ decline can also be attributed to marketing missteps and loss of brand identity.
During the 2000s, Testors went through a series of ownership changes. After being passed from company to company, it ended up under Rust-Oleum’s banner. Rust-Oleum failed to market and advertise Testors effectively to hobbyists. The brand did not establish a strong identity that resonated with model builders.
Lack of Marketing Investment
Rust-Oleum did not promote Testors actively through marketing channels like print ads in modelling magazines, hobby shows and conventions, social media marketing, or outreach to influencers. This contributed to declining brand awareness among hobbyists, who represent the core Testors customer base. Without active marketing, it lost mindshare and relevance.
Focus on Mass Market Over Hobbyists
Late-era Testors attempted to sell its paints through mass retail channels like Walmart rather than specialty hobby shops. However, products were not differentiated adequately for general craft painters. The brand was caught between mass market and hobby channels without a clear path forward.
Rust-Oleum also confused Testors’ identity by using its name on unrelated products like spray paints. The brand lost its specialty association with scale modelling.
The Final Years and Closure
By the early 2010s, the market challenges facing Testors resulted in declining sales and revenues. Rust-Oleum likely saw little potential for growth or profit in the shrinking model building sector.
In 2013, Rust-Oleum announced plans to cease production of Testors. The Testors product line was largely phased out in 2014, although Rust-Oleum continued to produce a few products like Testors glue and metal flakes under the brand name for several more years. For all intents and purposes through, the classic Testors model paints disappeared from the market in 2014.
Key Events Leading to Closure
Here is a timeline of the major events leading up to Testors going out of business:
Year | Event |
---|---|
2012 | Rust-Oleum reports 35% sales decline over 5 years for Testors |
October 2013 | Rust-Oleum announces plans to cease production of Testors paints |
2014 | Testors brand model paints phased out of production |
2016 | Remaining Testors products like glues discontinued |
With the brand unable to turn around declining sales, Rust-Oleum decided to wind down Testors starting in late 2013. By 2014, the iconic Testors model paint lineup was off the market.
Impact on Model Building Community
The discontinuation of Testors came as a shock to model builders and hobby shops. For decades, Testors enamel paints were a standard go-to for model enthusiasts. Their departure left a noticeable void in the market.
Many hobbyists lamented the loss of reliable colors like Testors Flat Black, Flat White, and Gloss Red that had been staples for generations. This forced modelers to switch to alternatives like Tamiya or AK Interactive paints.
Local hobby shops that had stocked Testors paints for years also had to revamp their inventory. While most shops adapted by expanding other paint lines, the change still had an impact on their business.
Alternatives Emerge
While Testors left a hole when it went away, other brands did provide alternatives to fill the void:
Alternative Model Paint Brands |
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Vallejo Acrylics |
Tamiya Acrylics |
AK Interactive Acrylics |
Model Master Enamels |
Hobbyists found new paint options to replace Testors. But many reminisced about the loss of their tried-and-true Testors favorites.
Could Testors Have Been Saved?
In retrospect, some wonder if Testors could have somehow been preserved amidst the changing market. Were there steps the owners could have taken to sustain Testors’ model paint business longer term?
It’s impossible to say for certain if different decisions could have saved the brand. But potential paths Testors could have tried include:
Invest in Acrylic Paint Development
As acrylic model paints surged, Testors was stuck relying on enamel paint formulas. Developing a competitive acrylic line tailored for hobbyists may have kept pace with market demand.
Refocus Marketing on Hobby Channels
Rust-Oleum tried expanding Testors into mass retail rather than reinvesting in the core hobby shop market. Refocusing on specialty model marketing could have sustained its reputation in modeling circles.
Sell Off Brand to Another Model Company
Rust-Oleum was likely discouraged by the weakening model market. Selling Testors to a company focused on the hobby space may have resulted in stronger stewardship of the brand.
While these alternate paths were options on paper, the heavy market trends weighing on modeling paints may still have been insurmountable. But with different prioritization, Testors could perhaps have extended its run a while longer.
The Testors Brand Legacy
Despite its sad demise, the Testors brand left an undeniable impact on the model-building world. For over 70 years, Testors enamels were the standard for quality and consistency.
Generation after generation of hobbyists got started with those little glass jars of Testors paint. The brand fueled modeling creativity and inspiration for decades. That passion got preserved in the countless models, vehicles, trains, figures, and miniatures adorned in classic Testors colors.
So while the Testors company is gone, its legacy lives on in the timeless models displayed in hobby shops, collections, and enthusiasts’ homes around the world. For those who experienced the joys of building with Testors, the brand will always hold a special place in modeling history.