Following last year’s International Toy Fair in Nuremberg announcement, “Setting off into the future,” Playmobil is now following up on this promise in 2025.
The new motto is: “The future is now.” With a new brand positioning and communication strategy viable for the future, Playmobil is becoming an umbrella brand with a fresh brand image, creative campaigns and renowned cooperation. A new product portfolio and strong innovations support the reorientation.
The aim is to strengthen brand relevance, reach new target groups and drive forward the globalisation of the Playmobil brand.
Playmobil CEO, Bahri Kurter, said: “To inspire children, fuel their imagination and curiosity and boost their self-confidence is a fundamental promise that Playmobil fulfils worldwide. Our brand stands for offering endless worlds of play and encouraging imagination. With Playmobil, children become directors and actors of their own stories.”
“To inspire children, fuel their imagination and curiosity and boost their self-confidence is a fundamental promise that Playmobil fulfils worldwide”
Meanwhile, with the worldwide novelty, Sky Trails, Playmobil is breaking completely new ground and presenting a unique play system with endless possibilities.
Sky Trails is a new, haptic action play experience that combines three worlds of play – construction, action and creative play. Children and adults alike can design and build the most exciting courses right across the children’s room, send figures through the air and invent their own, most adventurous stories. A strategic, 100 per cent customer-oriented approach was chosen for the development of Sky Trails. Several thousand children and parents were surveyed as part of qualitative and quantitative market research studies.
Extensive product testing in Germany, France and the USA has shown that Sky Trails is one of the strongest pre-test products ever launched on the market. 85 per cent of the children and parents surveyed in all three countries were enthusiastic about this play idea and almost all children wanted to keep Sky Trails straight away. However, they will have to wait a little longer: “Sky Trails” will be on the market from autumn 2025.
At the same time, Playmobil remains true to its roots by offering new, innovative play sets in its core area of expertise: role-play. The portfolio has been reorganised with a new consumer focus, contemporary-themed worlds and modern implementation.
For example, the new “Vacation on the Beach” range puts children in the holiday mood in no time: from a kite surfer fighting with a fire jellyfish to a banana boat ride and a cool ice cream van.
In the new “Animals & Friends” theme, children’s dreams come true: here they can live together with their favourite animals around the clock in a colourful human-and-animal world and experience exciting adventures with a jeep, villa or hot-air balloon.
Bahri Kurter concluded: ‘We are looking forward to implementing our strategy with lots of great Sky Trails and Playmobil adventures for all ages in 2025. The future is now!’
