Playmobil turns 50: 3.8 billion helmet hairstyles

They were created in response to the oil crisis, and their inventor was initially ridiculed. The Playmobil figures are celebrating their 50th birthday. The anniversary is overshadowed by major job cuts.

When Playmobil father Horst Brandstätter presented his new toy at the toy fair in Nuremberg on February 2, 1974, he was met with ridicule and scorn: buyers took him aside and said that the seven and a half centimeter tall Indians, construction workers and knights were “the biggest Cramp,” the now deceased company boss later recalled in an interview. After all, there are enough plastic toy figures on the Chinese market.

Seven and a half centimeters against the crisis

The small-format figures were intended to help the Franconian manufacturer of hula hoops, pedal tractors and other large plastic items out of a jam: the oil crisis had made plastic so expensive that Brandstätter was looking for a toy that made use of less material.

Ultimately, the seven and a half centimeter small figures were bought – and conquered children’s rooms: 3.8 billion Playmobil figures have been made in the past 50 years and they are available in more than 100 countries.

Toddlers and “kidults” in focus

In 2024 Playmobil will be in crisis again. Or as board member Bahri Kurter puts it: From an economic perspective, Playmobil has “already seen better days”. Older children were increasingly engaging with digital media instead of playing with Playmobil.

In recent years, the original target group of four to ten year old children has shrunk by a third, says Kurter. According to him, this was also reflected in sales. At 50 years old, Playmobil now wants to expand its target group – upwards and downwards, to the so-called kidults, the playing young people and adults, as well as small children.

Stamps and collectible figures

Collectible figures such as the Playmobil Luther, which the company released with the Evangelical Church a few years ago, are intended to appeal to adults. The figures are predestined to be collected, says Kurter. He envisions collaborations with prominent artists who could create their own figures.

Characters from the Asterix comics have already become concrete. Playmobil is also bringing a Porsche model onto the market. Less to play than to watch. You could also collect the Playmobil stamp, the motif of which will be presented in Frankfurt on March 1st.

Sustainable into the future

While adults should remain loyal to Playmobil for longer, the little ones should remember Playmobil as their first toy ever. The board explains that they want to position themselves clearly in the toddler segment and become the leading brand there. To achieve this, the existing Playmobil 1-2-3 series was renamed “Junior” and converted to plant-based plastic.

For parents in particular, sustainability is a crucial criterion that is already being used and wants to be expanded further. Playmobil is the first company in the world to offer a sustainable toddler series. The junior figures consist of 90 percent plant-based plastics. Playmobil’s goal as a company is to be completely sustainable by 2027/28.

A departure with job cuts

While the toys in the form of firefighters, mermaids, ninjas, happy families and organic farmers continue to smile, the employees are probably less in the mood to laugh: The company from Zirndorf sees its anniversary year as a departure into the future – which, however, also involves job cuts. “It’s not fun for any of us,” explains Playmobil board member Kurter, referring to the reduction in 17 percent of jobs worldwide.

According to him, the conversion should take place quickly – also so that the employees know where they stand. They are trying to find solutions with the works council. In addition, there are a lot of plans as part of the new strategy and business must continue. “We want to continue to increase sales this year and next year.”

In addition to the anniversary stamp, the toy manufacturer has announced a collaboration with the DFB. A cooperation with the fast food giant McDonald’s is also expected to bring another 50 million Playmobil figures to the people via burger cones in 70 countries this year.