NEWS

Playmobil’s toddler portfolio undergoes rebranding

Published on: 23rd January 2024

Playmobil has rebranded its toddler line as Playmobil Junior and now solely relies on plant-based materials for all its products.

At the beginning of 2024, Playmobil converted the production of all items in its toddler portfolio from traditional, fossil-based to plant-based materials. The toddler line is also receiving a new name and sustainable packaging; Playmobil 1.2.3 is now Playmobil Junior and the play sets under the new brand are made from plastics that are up to 90% plant-based.

This makes Playmobil the first major toy manufacturer worldwide to offer a complete product segment using plant-based materials.

The new plant-based plastics consist of residues from food and paper production, which can be recycled according to the mass balance approach used in the circular economy in accordance with the ISCC 208 standard. At least 90% of the packaging is now made from recycled cardboard and paper, and this change is accompanied by a relaunch of the packaging design. The first play sets will be available in February 2024, and the entire product range is planned to be converted by the middle of the year.

Playmobil Junior brings varied play fun for toddlers. The different sets support the development of toddlers from one to four years old with a variety of features and play options. Playmobil Junior products can be used in a wide variety of settings: from playrooms to gardens and playgrounds, and the Aqua line can also be enjoyed in the bathtub and pool. All Disney licensed play sets will also be produced using the new sustainable materials.

Playmobil’s CEO, Bahri Kurter, said: “After successfully establishing several classic product lines to now use recycled and bio-based plastics, converting the production of our toddler line is another important step on our ambitious sustainability agenda.”

The brand relaunch is supported by a large-scale media campaign driving awareness of the toys that bring fun to children, whilst helping to save the planet.

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