10 minute read
Special Feature - Playmobil
Playmobil invites everyone to ‘Join the Party’
As Playmobil prepares to celebrate its landmark 50th anniversary, the toy company is preparing to roll out a raft of party-themed activations and events that everyone can get involved with. Rachael Simpson-Jones caught up with head of Marketing, Jamie Dickinson, to find out how Playmobil has remained relevant throughout the years and what the future holds amidst the ever-evolving toy landscape.
There are a number of toy companies and brands celebrating anniversaries this year, but at 50 (and nifty as ever) Playmobil definitely has something to shout about. According to Jamie, who’s been with the company for 17 years and counting, the landmark anniversary is a testament to fact that Playmobil has always had a winning formula – and has stuck to it for the past five decades.
“A gentleman named Hans Beck designed the first Playmobil figures way back in 1974: a Knight, Construction Worker, and a Native American,” Jamie explains, when asked how the company came into being. “They were posable, could sit, stand, ride a horse. Brandstätter, the company that owns Playmobil, took Hans’ idea and ran with it and for the past 50 years the figure has remained central to everything the company does, even while Playmobil built out the world around them with cars, planes, police stations, schools, farms and so on. There might be the odd animal-themed set here and there that doesn’t include any, but generally speaking, the vast majority of sets we produce will always contain at least one figure.”
When I say Playmobil has stuck to its formula, I mean it. Even today, if you were to come across an original 1974 Playmobil figure, you’d find it compatible with modern-day play sets and accessories, and if you took a figure produced last week, you’d discover it’s compatible with all the 1974 accessories. The look of the figures may have changed a little, and the range has undoubtedly become much broader in order to fully represent 21st century societies, but what makes a Playmobil figure a Playmobil figure has remained fundamentally the same. This, Jamie says, is why there’s a lot vintage Playmobil lurking in the lofts of parents and grandparents across the country, waiting to make its way back into the toyboxes of today’s kids.
Generally speaking, Playmobil’s themes can be divided into two groups: fantasy (think princesses and dragons, fairies and mermaids) and everyday (zoo, water park, grocery store, circus). Because of this, Playmobil has found that its toys particularly resonate with neurodiverse children who find the immersive role-play opportunities they provide to be therapeutic and instructive. Parents and grandparents use Playmobil sets within the familiar surroundings of their own home to help children understand and cope with upcoming life events, such as a trip to the hospital or arrival of a sibling, which builds even more trust and respect for the brand. Jamie adds: “We’ve even heard lovely stories about neurodiverse children that have said their first word while having fun with Playmobil.”
What also sets Playmobil apart from many other toy companies is the fact that from the beginning, its toys have been made in Europe (with the exception of some electronic elements). All Playmobil figures as well as the Junior range – previously called 1.2.3 until it was rebranded for 2024 – are manufactured in Malta, while almost everything else comes out of Germany. The figures may look simple, but they’re surprisingly complex in their design and execution. The faces, for example aren’t painted on: the eyes and mouth are injection moulded and therefore will never rub off. And while ‘imitation’ is quite commonplace within the toy industry, the look and feel of Playmobil is not something you tend to see replicated by other companies, even while strolling the halls at some of the bigger, more global shows.
Playmobil’s 50th anniversary celebrations will run throughout the year, with the ‘Join the Party’ strapline reflecting the jubilant atmosphere the company is setting out to create. Readers of Toy World will no doubt be aware that when it comes to retail relationships and customer service, Playmobil is up there with the very best – the retailers we talk to frequently highlight the company’s commitment to providing unparalleled support and it’s ‘above and beyond’ ethos. I relay this to Jamie, who is understandably pleased by the feedback and tells me it’s nice to hear that Playmobil’s efforts are both seen and appreciated.
“We do feel we’re strong in our retail support and every year we try to produce outstanding assets and display materials for our customers,” he says. “Our ‘Join the Party’ strapline is the golden thread that runs throughout the entire year – who doesn’t want to have a party? We’re inviting everyone to get involved and tell us what they need to make it the biggest celebration ever.”
Options include in-store 50th anniversary parties with play tables and party stock, colouring-in zones, goodie bags and party hats, as well as giveaways, competitions, costume character visits, posters, banners, balloons and the iconic giant Playmobil figures, which always provide great photo opportunities. Jamie emphasises that nothing is off the table: if you have a space where a party can be held, then Playmobil can help organise one. The party vibes will also be coming to consumer events. Playmobil is once again the headline sponsor at the popular, family friendly Gloworm Festival, where parents and kids will be invited to celebrate with Playmobil on the main stage and in its enormous marquee. Behind the scenes, meanwhile, the company’s employees will be raising a glass in the summer wherever they are in the world. Playmobil has even created a way for consumers to share their Playmobil memories on social media, using the hashtag #Playmobil50. Relevance lies at the core of Playmobil’s product development and launch strategy for 2024. Its broad portfolio of toys and themes means that over the years, some introductions have been an instant hit while others have been allowed to quietly drift away (something that is true of all toy companies). In more recent years, Playmobil has gone back to its roots, focusing on core, evergreen themes it knows kids love - emergency services and animals, for example – and serving them up with a modern twist. Those who viewed the range at Toy Fair will have noticed its strongly traditional leaning. New ranges include modernised sets within Pirates and Country and fresh fire and hospital themes – described by Jamie as ‘big hitters’ - alongside the newly rebranded Junior range and more recent introductions such as Horses of Waterfall (horses, of course, being yet another evergreen theme).
Jamie tells me: “Childrens’ play patterns might be a little different in 2024 than they were in 1974, but children still enjoy getting on the floor and playing with police cars and princesses and horses and boats, while using their imaginations to dream up fantastical scenarios. Not everything has to involve technology or screens: our consumer-centric approach means we know what works –and what works for us is remaining future-focused yet true to the brand.”
A consumer and father of two young kids himself, Jamie is also aware that current economic conditions mean shoppers’ expendable income has taken a hit this year, while many are still recovering from the Christmas period. Playmobil is therefore ensuring that the price of its Q1/2 launches skew towards the lower end of the spectrum, with the size of play sets (and their price tags) increasing into Q3 an Q4. Not only does this strategy help consumers, it helps retailers too, especially indies with limited shelf space that can’t afford to have big-ticket items sitting around for months. To this end, Playmobil’s new 50th Anniversary ‘Join the Party’ range, available now, sits comfortably within the gifting bracket, with an RRP of £14.99 for each of the six sets: Mermaid Birthday Party, Mini Golf, Animal Feeding, Costume Party, Knight’s Birthday and Researchers with Robots. The new Pirates range showcased in London, meanwhile, is launching in two waves, the first of which won’t break the £50 barrier.
Having rebalanced its marketing approach around 18 months ago in response to the ever-evolving marketing landscape, Playmobil will be using a range of mediums to advertise its new launches for 2024. The company works with kids and family marketing specialist Havas Entertainment to analyse consumer data and place its products in the corresponding channels. Jamie says sponsorship works particularly well, which allows Playmobil to drip-feed brand messaging every ad break on certain channels and keep awareness high. TV has been cut back: where once upon a time the company might have TV advertised 15 ranges, nowadays its more likely to be four or five carefully selected lines. This activity is bolstered with plenty of digital advertising that highlights the fact all Playmobil toys work together, and figures can be used with any accessories kids please. If a child thinks their Father Christmas figure could deliver presents quicker by using a Playmobil plane, there’s nothing stopping them filling their boots (or should that be stockings?).
Other ranges are more suited to social media marketing, such as the Junior range. Designed for infants and toddlers, messaging needs to target parents, whereas more traditional ‘blue box’ Playmobil is more likely to be spotted and asked for by kids.
Junior is a big focus for Playmobil in 2024. Not only has it undergone a major rebrand, but it’s also now made from sustainable biobased materials. Sustainability, along with tradition, is something Playmobil has been exploring for the past two years, having kicked things off with the Wiltopia range, which is made primarily from recycled fridges. This material has since made its way into Playmobil’s Farm and Horses of Waterfall ranges and will continue to be rolled out across the whole portfolio, until all ranges are made from either the 80% recycled material (on average) or the even more sustainable 90% biobased material (on average) currently used in the manufacture of Junior. In just two years, Jamie notes, Playmobil has gone from just one sustainably produced range to seven, and the company aims to have switched everything over to one of those two materials within the next four years. While it’s celebrating the past, Playmobil is also undeniably considering the future.
Speaking with Jamie, I can’t help but pick up on an overwhelming sense of pride, optimism and excitement in what lies ahead for Playmobil. The 50th anniversary reflects the heritage and longevity of this beloved brand, and while no one will ever know with any certainty what the future holds, Playmobil’s tried and tested formula certainly stands it in good stead for the next 50 years and beyond.
“We really do want everyone to ‘Join the Party’ this year, and to mark this incredible achievement with us,” reiterates Jamie as our conversation draws to a close. “We invite all our partners and consumers to dig out their vintage Playmobil, get involved and share in the fun. It’s not every day we have such good reason to celebrate, and after all - what’s a party without its guests?”
