Honneamise - Welcome to the Forum! You obviously have a great deal of experience with old plastic sailing ship kits - and some interesting insights into their various European incarnations. I remember the old Heller (ex-Pyro) "Maine," and I vaguely recall seeing something with a French name in a Heller box that looked remarkably like the Cutty Sark. (That must have been "L'Epervier.") And I knew that quite a few old Revell sailing ships showed up in Heller boxes for a while. (A few of them turned up in American hobby shops, which are almost the only ones with which I have any personal experience.) According to our Forum friend Michel.vrtg, some Revell kits are still to be found in Heller boxes - and a few Heller kits are in the catalog of Revell Germany. The Russian Aurora and Potemkin kits also were marketed by Heller for a while; I believe the Aurora has recently resurfaced under the Zvezda label. The migration of plastic kit molds from one company to another really is beyond sorting out.
The Olympia/"Maine" story just may be the great-grandfather of all such scams in the plastic kit industry. In selling an Olympia in a box labeled "Maine," Heller was just repeating a stunt initiated by Pyro. I can remember seeing the Pyro "Maine" in a hobby shop in Columbus, Ohio, as early as the mid-1950s. It was, of course, the company's reasonably accurate (but extremely crude) Olympia in a different box. Pyro did the same thing with its old, highly popular steamboat Robert E. Lee, which the company reissued as the Natchez. (As I remember, the Lee was molded in white plastic, and the Natchez in garishly bright colors.)
Apparently somebody blew the whistle on Pyro at some point. For a while the "Maine" kit was being sold in a box that said, in rather large letters on the side, "The within model is similar to the Maine, but not an exact duplicate." Similar language appeared on the Natchez boxes for a while. Revell and Heller, of course, have never had the integrity to do that.
I've often wondered how much of Heller's behavior was motivated by cynical greed and how much by honest ignorance. (Did anybody at Heller actually know that the real Maine didn't look like that? Maybe not. I suspect the story of the Spanish-American War doesn't get much attention in French public schools.) Many of the early Heller sailing ship kits seem to bespeak a tremendous level of artisanship combined with an appalling ignorance of the subject matter.
So far as I'm aware, the very first instance of a manufacturer reboxing a kit with a different name involved Revell's ancient Iowa-class battleship - the company's very first warship kit. (My source here, as usual in matters Revell, is Dr. Thomas Graham's fine book, Remembering Revell Model Kits.) The thing first appeared in 1953 as the Missouri, complete with a pair of catapults on the fantail bearing objects that vaguely resembled seaplanes. A year later Revell reissued the same kit (as the Missouri again) with an electric motor. And in 1955 it reappeared as the New Jersey, with the catapults and seaplanes replaced by helicopters. That old, nearly-fossilized kit has, of course, been reissued many times since, bearing at one time or another the names of all four Iowa-class ships. And it's one of the handful of shiop kits still in the catalog of Revell/Monogram. (It's one of the crudest and most inaccurate warship kits on the market - partly because, at the time of its initial release, the hull lines and various other characteristics of the real ships were still classified. Revell/Monogram presumably has access to all, or most, of the warship kit molds from Revell, Monogram, and Aurora. I can think of at least three other Iowa-class kits that those companies issued at various times. Any of them - even the old Aurora 1/600 version - would be preferable to the one they're selling now.)
The concept caught on quickly. Dr. Graham's book lists, by my count, 79 "new" Revell warship kits that were released in the 1960s. By my count, 46 of them were renamed reissues of older kits.