Playmobil marks 30th anniversary of Playmobil 1.2.3 with extended range and parent-focused messaging

Playmobil is marking the 30th anniversary of its popular younger years segment, Playmobil 1.2.3 with the launch of an extended portfolio of products housed in new packaging that will highlight the three learning stages that each set promotes.

A swathe of new launches will be landing on shelves from March this year, bolstering the rage of builds and play-sets aimed at kids aged one and a half to four years old. Each of the new sets will feature packaging highlighting the three learning stages, each building on the previous, to promote child development.

The range will be the focus of a strong marketing campaign that will tap into TV, digital, and social channels across the year, as well as tie-ups with family and lifestyle bloggers in order to emphasise the new message of the packaging.

“The first years of life are full of formative experiences and each child develops in their own way and at their own pace,” explained Playmobil in a press release. “When discovering the world, play is more than just a pastime – through play, children explore the world, their own thoughts and feelings, those of other people, and continually grow and develop.

“The Playmobil 1.2.3 play system is divided into three learning stages which build on each other and promote the development of children specifically and playfully.”

The range kicks off with Easy Start a series of beginner sets with simple figures and a focus on learning through touch and exploration, imitating animal sounds, and naming figures, animals, and objects.

First Challenge extends the play with a focus on exploring first functions, promoting fine motor skills, and understanding cause and effect relationships.

Finally, Little Expert encompasses a series of more advanced play-sets, there are many functions to discover. The learning focus is on more complex contexts, social skills and first role play.

“Playmobil 1.2.3 provides little ones with varied play themes and features, as well as opportunities to explore, understand the world, and grow through play,” said Playmobil. “Fine motor skills, language skills, creativity, cognitive and social skills are all promoted in a completely personalised way.”

Adding elements of sand and water, the Sand and Aqua ranges enrich the play system through creative outdoor play – all in the Playmobil quality children and parents know and love.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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