Playmobil Unveils New Brand Positioning at Nuremberg International Toy FairPlaymobil Unveils New Brand Positioning at Nuremberg International Toy Fair
Reorientation of the brand includes new innovative play concept, “The future is now.”
January 28, 2025

Following last year's announcement “Setting off into the future” at the Nuremberg International Toy Fair, Playmobil is now following up on this promise in 2025.
The new motto is: “The future is now.” With a new brand positioning and communication strategy viable for the future, Playmobil is becoming an umbrella brand with a fresh brand image, creative campaigns and renowned cooperation. A new product portfolio supports the reorientation, with the aim of strengthening brand relevance, reaching new target groups and driving forward the globalization of the Playmobil brand.
“Playmobil's philosophy always remains in focus, to inspire children, fuel their imagination and curiosity and boost their self-confidence,” says Bahri Kurter, chief executive officer, Playmobil. “It is a fundamental promise that Playmobil fulfills worldwide. Our brand stands for offering endless worlds of play and encouraging imagination. With Playmobil, children become directors and actors of their own stories.”
From a licensed consumables perspective, kidults are very much the focus, with an expansion of the Asterix series. There are new cars in mini format and the range centered around the animated series “Miraculous” is being extended.
In addition, Playmobil action and construction product, Sky Trails, is breaking new ground and presenting a unique play system with endless possibilities.
“While the fun ends after construction in case of other toy worlds, with Sky Trails play really takes off,” says Kurter.
At the same time, Playmobil remains true to its roots by offering new play sets in its core area of expertise: role-play. The portfolio has been reorganized with a new consumer focus, contemporary-themed worlds and modern implementation. New ranges include “Vacation on the beach” and “Animals & Friends,” as well as the expansion of the “Action Heroes” range, with a new police station, the police Porsche, the pirate harbor and more.
“We are looking forward to implementing our strategy with lots of great Sky Trails and Playmobil adventures for all ages in 2025,” says Kurter. “The future is now!”
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