Playmobil has been known for 50 years for its 7.5 centimeters high toy figures with which children can immerse themselves in various worlds such as farms, pirates or fire brigade. This year something completely new will be added to the role play worlds.
In September the manufacturer wants to bring a play system to the European market where children, comparable to a marble track, can build different routes with rails, loops, clamps and lifts, along which figures can race down.
This should appeal to children between the ages of seven and twelve years, says Playmobil board member Bahri Kurter. The classic target group of Playmobil is between four and eight years old. Digital media must also expand playing with Playmobil in the future.
It should go better financially again
“We absolutely want to grow considerably again and grow in the long term,” explains Kurter before the opening of the largest toy fair in the world in Nuremberg. The traditional brand has not been doing well in recent years. The German company then scraped 700 jobs.
Kurter said that 2024 was a year of transformation. He did not provide figures about the current financial year 2024/2025. Kurter said he was “cheerful” for the new financial year that starts on April 1.
Cooperation with the national football team
Kurter, Boss of Playmobil since April 2023, started the recovering last year. One of the innovations was a collaboration with the national football team for the European Championship of 2024 – many players were for sale as collective figures. Kurter was visibly proud that it was well received. “Football will certainly remain an issue and become bigger,” he announced with a view to the World Cup of 2026.
Source: Krone
I’m Ben Stock, a journalist and author at Today Times Live. I specialize in economic news and have been working in the news industry for over five years. My experience spans from local journalism to international business reporting. In my career I’ve had the opportunity to interview some of the world’s leading economists and financial experts, giving me an insight into global trends that is unique among journalists.
