Märklin grows against the trend: fans support the success of the traditional brand
Good news from Göppingen: Despite the difficult economic situation, old and new model railway fans have remained loyal to Märklin. The traditional Göppingen-based manufacturer can report a positive sales trend. "At 127 million euros, we have almost achieved our sales targets for the last financial year 2022/2023. In the context of the difficult economic and political environment, we are very satisfied with this development," says Florian Sieber, Managing Partner of Märklin, summarising the past financial year. He is optimistic about the future: "We expect sales of 130.8 million euros for the current financial year. "Our good and extensive range of new products and the immense performance of the development and production side ensured customer loyalty. In times of the pandemic with contact restrictions, many people have discovered a new hobby in model railways and continue to cultivate it. In addition, there is another development: Märklin trains have been bought for children and played with by the whole family for more than 130 years. Now the term "kidults" - adults who are young at heart - is on everyone's lips. A lot more adults are getting into their hobby. This is also shown by the numerous Instagram and other social media accounts on which pictures and videos of their own model railway are posted."
Advertising campaigns to attract new customers
"Stable values in our campaigns, for example at Christmas 2023," says Märklin Marketing Manager Jörg Iske. "We achieved a lot of contacts with the tongue-in-cheek advert 'It's time'. Viewers were surprised by the genre-like start to the commercial, only to realise that it was about the introduction of the youngest family member to the model railway family. We are also recording stable figures for customer clubs. In 2023, we celebrated the 30th anniversary of the Insider Club."
Investments
In 2023, investments were mainly made in the development of new products with their elaborate die-cast and plastic moulds. Additional investments were:
At the Göppingen plant, the conversion and refurbishment of the IT and customer hotline areas, a general overhaul of two large colouring systems, the installation of additional photovoltaic systems with a total output of around 300 kW and investments in various software, including initial preparations for SAP S4 Hana.
At the Hungarian plant, a production cell with an injection moulding and colouring machine for the automated production of track bodies, the conversion of all lighting to LED technology and the construction of a new hazardous materials warehouse.
Investments in sustainability continue at all locations. The energy-efficient refurbishment of the plants in Göppingen and Györ included new windows and façade insulation. Photovoltaic systems were installed on 1,525 square metres of roof area. A further 832 square metres are planned. Total investments of a similar magnitude are planned for the 2024/25 financial year.
Märklin at the Spielwarenmesse
The world's largest toy fair opens its doors on 30 January. Märklin will be there again this year, presenting its new products in Hall 7A. The model railway manufacturer from Göppingen has 256 new items for railway fans in its programme: 132 at Märklin, 96 at Trix and 28 at LGB.
Florian Sieber and his team are once again looking forward to the "OPEN DAY" in 2024, which will give end consumers the opportunity to marvel at the fascinating new products in all gauges in person at the Märklin stand on Saturday, 3 February 2024. The Managing Partner of Märklin remembers the success of last year: "We were able to welcome many interested visitors to our stand. The opportunity to experience the fascination of model railways at close quarters and to talk to product managers and marketing staff was enthusiastically received. In return, we benefit from important information and requests that will be incorporated into our future work."
To the press release: https://pressnet.simba-dickie-group.de/en/news/2024/maerklin-is-getting-up-a-head-of-steam.109.html
Further information at: www.maerklin.de