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Article
27. May 2024
Reading time: approx. 5:30 min.
No game without a goal: Playmobil lacks vision
The Playmobil play figures will celebrate their 50th birthday in 2024. To mark the occasion, the Horst Brandstätter Group wants to strategically realign its toy brand and get out of the red. In the past two years, the Playmobil manufacturer has lost a third of its turnover.
To this end, the Franconian toy manufacturer is planning to expand its portfolio into every age group. In addition, more than 700 jobs are to be cut.
Is this a good way out of the crisis? We think it would be better for Playmobil to focus on its brand identity. This needs to be communicated better and the workforce needs a suitable framework for action.
This is how Playmobil could proceed instead:
- Focus on the core of the brand: This is better than chasing trends
- Playmobil needs more authenticity again to regain trust
- "Less is more" also applies to Playmobil
- Playmobil could increase its appeal through internal strength
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