The Horst Brandstätter Group, with its business units Playmobil, Lechuza and the Playmobil FunPark, generated revenue of €409 million in the 2024/2025 fiscal year (previous year: €449 million). The decline in revenue has slowed markedly compared to previous years.
As part of its strategic realignment, the Group implemented comprehensive structural adjustments and made substantial investments, while accepting that earnings would remain temporarily negative. The Horst Brandstätter Group has consistently invested in transformation, product innovation and the further development of its core business areas in order to return to profitable growth in the medium to long term. These measures are helping to safeguard competitiveness and strengthen the Group’s economic stability on a sustainable basis.
Germany’s economic growth has effectively stalled in 2025. High energy and infrastructure costs in Germany and parts of Europe are adding further pressure, which is also reflected in the business performance of the Horst Brandstätter Group. However, the transformation and efficiency measures already initiated are beginning to show positive effects. Further efficiency potential is being continuously identified and realized to enhance overall performance.
By consistently implementing its strategic direction—particularly through the further standardization of processes and the innovative development of its product portfolio—the Group has laid the foundations for a gradual recovery in business performance. Key priorities include strengthening market position, innovation capacity and productivity
New target groups, innovation and strategic partnerships
In the current financial year, Playmobil—the largest business unit of the Horst Brandstätter Group—is focused on strengthening the brand among its existing target audiences while simultaneously tapping into new ones. Key drivers include innovation, brand collaborations and the targeted expansion of the product portfolio. With its first collaboration with the German Football Association (DFB) and a new series of figures featuring the German national team in the run-up to the 2026 World Cup, Playmobil is further expanding its licensing business. Initial sales figures are promising.
First-ever figure series featuring all Bundesliga clubs
In September, Playmobil will launch—together with the DFL—for the first time a Bundesliga figure series covering all clubs, designed with strong collectible appeal. A preview was provided by the limited-edition “Bundesliga Collectible Stars Starter Set 25/26,” which sold out within just a few days of its launch in March 2026.
In addition, partnerships have been established with Mattel (Barbie, Monster High) and WWE (World Wrestling Entertainment), further strengthening the portfolio’s international positioning and adding new dimensions in the pop culture segment.
Playmobil hi! – reimagining classic role play
A major milestone is the planned launch this fall of the product innovation Playmobil hi!, which received strong interest at the Toy Fair in January and has been nominated for the German Toy Award. Playmobil hi! represents a system innovation that reimagines Playmobil’s classic role play. Using an interactive backpack for the figures, children can experience stories, sounds, puzzles and creative play prompts. More than 500 audio elements across different play modes provide variety, inspiration and added depth. Playmobil hi! combines the familiar Playmobil world with interactive audio experiences—without screens, without Wi-Fi and entirely within open-ended play.
“The intensive development work of recent years is increasingly paying off,” emphasizes Bahri Kurter, Member of the Executive Board for the Playmobil Business Unit. “We are seeing strong market interest in our new products and collaborations, which are reinforcing our brand presence. This was already evident during the last Christmas season and is confirmed by market data from the first quarter. We are building on this momentum consistently throughout the current financial year.”
“The intensive development work of recent years is increasingly paying off. We are seeing strong market interest in our new products and collaborations, which are reinforcing our brand presence. This was already evident during the last Christmas season and is confirmed by market data from the first quarter. We are building on this momentum consistently throughout the current financial year.”
Bahri Kurter, Member of the Executive Board for the Playmobil Business Unit