The iconic Playmobil brand is set to expand into new categories around the world.
Horst Brandstätter Group tapped WildBrain CPLG to represent Playmobil for licensing opportunities, including merchandise, publishing, location-based experiences, and promotions. The global deal commences on April 1, 2023.
Playmobil says that WildBrain will market its core and franchise brands, including Novelmore, Adventures of Ayuma, and the growing Wiltopia brand of sustainably produced toys.
“Playmobil has fans all over the world. Hand in hand with WildBrain CPLG, we will bring the brand to many new categories and markets,” says Roger Balser, Head of the Playmobil Business Unit at Horst Brandstätter Group. “We want to inspire kids of all ages around the globe to playfully explore a world full of imaginative stories. Our goal is to establish Playmobil as a globally leading consumer-centric brand. We do this by creating emotional connections with our consumers across all touchpoints from entertainment to toy, from consumer products to promotions and live experiences.”
Maarten Weck, Executive Vice President and Managing Director at WildBrain CPLG, hails the partnership as a big win.
“Playmobil is a household name for families and is a mainstay for retailers, with a long-standing reputation for both quality and creativity,” he says. “We see significant potential to expand the brand’s presence and profile beyond the core toy range, and we look forward to creating new and unique partnerships across a varied range of categories.”
Additionally, WildBrain CPLG plans to work with Playmobil to help the company achieve its sustainability goals.
Stay on the #pulseofplay and learn more about Playmobil’s 2023 product range in next month’s issue of The Toy Book — The BIG Toy Book. Don’t miss an issue, subscribe today!
