Following last year's announcement of a ‘departure into the future’ at the International Toy Fair, Playmobil 2025 is following up on this promise. The new motto is: ‘The future is now’.
With a new and future-proof brand positioning and communication strategy, Playmobil is becoming an umbrella brand with a fresh brand image, creative campaigns, and renowned cooperation. This is supported by a new product portfolio and strong innovations. The aim is to strengthen brand relevance, tap into new target groups and drive forward the globalization of the Playmobil brand.
The Playmobil philosophy always remains in focus: ‘Inspiring children, fuelling their imagination and curiosity and boosting their self-confidence is a fundamental promise that Playmobil fulfills worldwide. As a brand, we stand for offering endless worlds of play and encouraging imagination. With Playmobil, children are the directors and actors of their own story,’ emphasizes Playmobil board member Bahri Kurter.
New action and construction game for new target groups
With Sky Trails, Playmobil is breaking completely new ground and presenting a unique play system with endless possibilities.
Sky Trails is a haptic action game that combines three play worlds at once: Building, action, and creative play. Children and adults alike can construct and build the most exciting courses right across the children's room, send figures hurtling through the air and invent their own stories in the process. ‘Where with other toy worlds the fun ends after the construction, with Sky Trails the game really takes off,’ says Bahri Kurter.
One of the strongest pre-test products
A strategic, 100 percent 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 percent of the children and parents surveyed in all three countries were enthusiastic about this game 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.
New Playmobil play worlds for unlimited fun
At the same time, Playmobil remains true to its roots and offers new, innovative play sets in its core competence - role play. The portfolio has been reorganized with a new consumer focus, contemporary-themed worlds, and modern implementation. The new ‘Vacation on the Beach’ series, for example, evokes all kinds of summer holiday feelings in children: from the kite surfer fighting with the fire jellyfish to the banana boat and the cool ice cream van. In the new ‘Animals & Friends’ world, children's dreams come true: here they can live together with their favorite animals around the clock in a colorful man-and-animal world and experience exciting adventures with jeeps, villas, and hot-air balloons. Additional action is provided by classics such as the Action Heroes: with a new police station, the police Porsche, the pirate harbor, and much more.
The new range also caters to the target group of kids: the cult Asterix series is being expanded, there are new cars in trendy mini format, and the range centered around the popular animated series ‘Miraculous’ is being extended.
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