Playmobil is seeing growth in Eastern Europe, South America – and online.
The firm's CEO for R&D, marketing and sales, Andrea Schauer, (above) told ToyNews: “We look for organic growth and we are growing, with great potential in Eastern Europe and South America, and we have big growth in the online business in Germany, too.”
Playmobil is unique as it doesn’t produce or ship toys from China. Instead, it manufactures them in its own facilities in countries like Germany and Malta.
Schauer added: “One of the advantages of producing toys in the middle of Europe is you can better adjust quantities and you are closer to the prodution process. We can manufacture more or fewer parts at short notice. The bottom line calculation for our China experiment gave us an advantage of just below five per cent. I don’t want to risk quality for that kind of a difference.”
Playmobil now wants to increase brand exposure in the UK and called on retailers to up their focus on the Playmobil girl ranges.
“We’re trying hard to make the brand more visible,” Schauer said.
The company reported sales of €564 million (£442 million) last year.
Playmobil: 01268 548111
Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.