New Playmobil 1.2.3 sets will highlight three learning stages, with each building on the previous, promoting development in a targeted and fun way through the first years of life.

The colourful world of Playmobil 1.2.3, which celebrates its 30th birthday in the UK this year, is expanding. New and imaginative play ideas will be launching in March, joining the existing range of products for children aged 1½ – 4 years. Complete with overhauled packaging which will better highlight the developmental benefits of the range, the new sets will highlight three learning stages; each will build on the previous, promoting development in a targeted and fun way through the first years of life.

• Easy Start: In beginner sets with simple figures, the learning focus is on feeling and exploring, imitating animal sounds, and naming figures, animals and objects.
• First Challenge: In extended play sets, the learning focus is on exploring first functions, promoting fine motor skills and understanding cause-and-effect relationships.
• Little Expert: In advanced play sets, there are many functions to discover. The learning focus is on more complex contexts, social skills and first role-play.

Jamie Dickinson, head of marketing at Playmobil, told Toy World: “The 1.2.3 range is a fantastic entry into the world of Playmobil for kids aged 18+ months, but it’s a range we’ve never made full use of as it’s been an ongoing challenge to situate it in the right area in-store, with good visibility. The brand-new relaunch happening this year will target just why parents should buy Playmobil1.2.3, highlighting the developmental benefits of the range and what it offers younger children in terms of play and learning. Core messages are tailored to the parents, and will tell the story of the range in a way that feels totally fresh.”

New offerings will include the Animal Train as well as the My Take Along Preschool, which lets kids replicate fun activities from their own learning establishments. The entire contents of this set fit inside the carrycase, making it perfect for on-the-go play. Children can also visit the enchanting world of fairies thanks to a special new play theme that features sets such as Unicorn Carriage with Fairy, and Fairy Playground. Rounding out the new additions, various figure sets, including Construction Worker with Wheelbarrow and Rider with Horse, are suitable as a gift or as a first introduction to the world of Playmobil 1.2.3.

Playmobil 1.2.3 provides little ones with varied play themes and features, as well as opportunities to explore, understand the world, and grow through play, while incorporating Playmobil’s Sand and Aqua ranges will enrich the system further.

As explained by Jamie, the range will benefit from a strong marketing campaign featuring TV, digital and social channels across the year, alongside family and lifestyle bloggers that will emphasise the new messaging and packaging. Retailers can also make sure of striking in-store POS and digital assets to support the range throughout the year.

Look out for an exclusive interview with Jamie Dickinson in the March edition of Toy World, which is out soon, detailing this and other exciting ranges from Playmobil. Or for more information, email sales_uk@playmobil.de.