With higher-level product creation and development department, Germany's best-known toy brand Playmobil is strategically realigning itself to the rapidly changing and increasingly shorter product cycles. The newly founded "Playmobil International GmbH" will bring together the areas of Global Marketing and Brand Management, New Business Development, Technical Product Development, Licensing and Operations under one roof at the Zirndorf location from May. The aim of "Playmobil International" is to bundle worldwide all processes from the idea to the market launch in a consumer-oriented organization.
"Consumer behavior has changed significantly over the last ten years. With our new, powerful marketing and product organization, we are creating the basis for an optimal portfolio strategy and relevant brand positioning in a dynamic environment," says Playmobil CEO Bahri Kurter, explaining the move.
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 "Heading into the future" at the toy fair in Nuremberg as part of the 50th anniversary.
An initial measure in 2024 is the launch of "PLAYMOBIL JUNIOR" made entirely from plant-based materials, the expansion of the range for adults with collectibles of high quality and originality as well as cooperations and alliances with well-known brands.
The reorganization will start in May. The existing employees in the above-mentioned areas will be completely transferred to the new company. No job cuts are planned as a result of the change.
"With the new structure, we are creating the conditions to put consumers back in focus, expand the Playmobil brand internationally and strengthen internal collaboration through efficient communication," Kurter continued.