As Playmobil prepares to celebrate its 50th anniversary, Toy World caught up with head of Marketing Jamie Dickinson to hear what the future holds for the company.
There are several toy companies and brands celebrating anniversaries this year, but at 50, Playmobil definitely has something to shout about. According to Jamie, who’s been with the company for 17 years and counting, the landmark anniversary is a testament to the fact that Playmobil has always had a winning formula – and has stuck to it for the past five decades.
The look of the iconic Playmobil figures may have changed a little, and the range has undoubtedly become much broader to fully represent 21st century societies, but what makes a Playmobil figure a Playmobil figure has remained fundamentally the same. This, Jamie says, is why there’s a lot of vintage Playmobil lurking in the lofts of parents and grandparents across the country, waiting to make its way back into the toyboxes of today’s kids.
Playmobil’s themes can be divided into two groups: fantasy (princesses and dragons, fairies and mermaids) and everyday (zoo, water park, grocery store, circus). The company has found that its toys particularly resonate with neurodiverse children who find the immersive role-play opportunities they provide to be therapeutic and instructive. Parents and grandparents use Playmobil sets within the familiar surroundings of their own homes to help children understand and cope with upcoming life events, such as a trip to the hospital or arrival of a sibling, which builds even more trust and respect for the brand.
Playmobil’s 50th anniversary celebrations will run throughout the year, with the ‘Join the Party’ strapline reflecting the jubilant atmosphere the company is setting out to create. Readers of Toy World will no doubt be aware that when it comes to retail relationships and customer service, Playmobil is up there with the very best – the retailers we talk to frequently highlight the company’s commitment to providing unparalleled support and it’s ‘above and beyond’ ethos.
To find out what Playmobil will be focusing on in 2024, click here to access the full article, which appeared on Toy World’s March issue.
