Publications

Article

No game without a goal: Playmobil lacks vision


27. May 2024

No game without a goal: Playmobil lacks vision

The Playmobil brand is to emerge from the crisis with collectible figures for adults and a larger range for small children. But brands do not grow by expanding. BrandTrust partner Tabea Höllger and Kees Elands, founder of the international trend consultancy TrendsActive, show a way forward.

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:

  1. Focus on the core of the brand: This is better than chasing trends
  2. Playmobil needs more authenticity again to regain trust
  3. "Less is more" also applies to Playmobil
  4. Playmobil could increase its appeal through internal strength
No game without a goal: Playmobil lacks vision
No game without a goal: Playmobil lacks vision
No game without a goal: Playmobil lacks vision

Premium content

We are happy to share our knowledge from over 20 years of experience with you. We ask you to leave your contact details and provide an opportunity for a topic-related exchange. By registering, you will receive free access to our premium content.

*Mandatory fields - please fill in these fields

Have you already registered? Then log in here.

Author

Alma Prüfert

Communications Manager Austria

Top Unternehmensberatung 2023: BrandTrust

Hattrick: We are also in the FOCUS Top Management Consultants ranking in 2023

For the third time in a row, we have been recognised as a top management consultancy by business magazine FOCUS in 2023. Once again this year, the excellent performance and memorable expertise of our consultants was recognised by both clients and colleagues.

We are delighted with this appreciation and would like to thank our clients and colleagues.

Get in touch with us

Would you like to arrange a non-binding telephone call with us or do you have questions about our offer? Then simply fill out this form and we will get in touch with you as soon as possible.

*Mandatory fields - please fill in these fields