More action is coming

Playmobil wants to conquer children’s rooms with new products

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For 50 years, Playmobil has been known for its 7.5-centimeter-tall figures, which allow children to immerse themselves in different worlds such as farms, pirates, or fire departments. This year, something completely new is set to join the role-playing worlds.

In September, the manufacturer plans to launch a new play system across Europe where children can build various tracks—complete with rails, loops, clamps, and elevators—similar to a marble run, allowing figures to race down them.

Playmobil board member Bahri Kurter believes this will appeal to children between the ages of seven and twelve. Playmobil’s classic target audience is between four and eight years old. Digital media are also set to expand the Playmobil experience in the future.

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The company aims to get back on track financially
“We definitely want to grow significantly again and achieve long-term growth,” Kurter explained ahead of the opening of the world’s largest toy fair in Nuremberg. Things had not gone well for the long-established brand in recent years. As a result, the German company had cut 700 jobs.

Kurter noted that 2024 had been a year of transformation. He did not provide figures for the current 2024/2025 fiscal year. Kurter said he is “optimistic” about the new fiscal year beginning on April 1.

Collaboration with the National Soccer Team
Kurter, who has been Playmobil’s CEO since April 2023, had already begun the realignment last year. One of the innovations was a collaboration with the national soccer team for the 2024 European Championship—many players were available as collectible figures. Kurter was visibly proud to note that this had been well received. “Soccer will definitely remain a focus, and it’s going to get bigger,” he announced with an eye toward the 2026 World Cup.