Playmobil restructures its marketing and product organization

With an overarching product creation and development department, toy brand Playmobil is strategically realigning itself to the rapidly changing and ever shorter product cycles. 

Playmobil International

The newly founded "Playmobil International GmbH" will bring together the Global Marketing and Brand Management, New Business Development, Technical Product Development, Licensing and Operations departments under one roof at the company's Zirndorf site from May. The aim of "Playmobil International" is to consolidate all processes from the idea to the market launch with a consumer-oriented organization.

Long-term success

For long-term success, the brand must become more relevant again and grow with new offers and customer segments. Back in January, Kurter announced the Playmobil brand's new and comprehensive strategy under the motto "Moving into the future" at the toy fair in Nuremberg as part of the 50th anniversary celebrations.

Relaunch of Playmobil Junior

An initial measure in 2024 is the relaunch of "PLAYMOBIL Junior" made entirely from plant-based materials, the expansion of the range for adults with so-called "collectibles" - collector's toys - in high quality and originality as well as cooperations and alliances with well-known brands.

The reorganization will started in May. The existing employees in the aforementioned areas will be transferred in full to the new company. There are no plans to cut jobs as a result of the change.

Source: www.brandora.de