Press Release

Sales Record for PLAYMOBIL

Clear Growth for PLAYMOBIL Nationally and Internationally

Global PLAYMOBIL sales increase by 5.3 percent to € 531 million - Brandstätter Group increases its revenue to € 591 million. Zirndorf, Germany, January 30, 2013 – With € 531 million in 2012, PLAYMOBIL's global sales to retail achieved a new record. With more than 61 million packages dispatched, PLAYMOBIL was also able to exceed its sales volume record set in the previous year. Including its second business segment, LECHUZA planters, the Brandstätter Group increased its revenue by just under five percent to € 591 million. PLAYMOBIL Managing Director Andrea Schauer sums it up: "Looking at the difficult overall economic situation our goal was to achieve sales growth in the mid single-digit range. Thanks to a high rate of innovation we achieved that goal. Right on target, so to speak."

PLAYMOBIL development in Germany

PLAYMOBIL sales to consumers rose by seven percent in 2012. Thus, PLAYMOBIL experienced stronger growth than the German toy market as a whole and was able to expand its market share to 7.5 percent. In the ranking of manufacturers, this means position number 3 after Lego and Mattel. In addition to the PLAYMOBIL advent calendars – which took second place by value in the npd ranking of all toys in the German market – eight more PLAYMOBIL playtime ideas made it into the list of 50 top sellers. According to PLAYMOBIL Managing Director Andrea Schauer, one recent trend has strengthened in 2012 – that purchasing decisions during the season are shifting even more towards Christmas.

PLAYMOBIL worldwide

The share of the foreign market in total sales rose slightly to 70 percent in 2012. The twelve PLAYMOBIL distribution subsidiaries contributed substantially to this success:

The largest distribution subsidiary, PLAYMOBIL France, bucked the negative trend in its overall domestic toy market with a five percent increase in sales to consumers. The PLAYMOBIL Benelux and Canada subsidiaries also achieved single-digit growth.

In Greece PLAYMOBIL experienced only a slight decline in sales, although the overall market there recorded a double-digit decline. The distribution subsidiaries in Italy and Austria also fell slightly below the previous year, although sales to consumers in Austria scored a double-digit increase.

The subsidiaries in Spain achieved especially gratifying growth in the double-digit percentage range – despite the economic crisis – as well as PLAYMOBIL USA, PLAYMOBIL UK, Scandinavia and Mexico; the latter two, however, at a lower level.

100 PLAYMOBIL novelties in 2013: From Western classic to Hotel opening

With 100 new playtime ideas PLAYMOBIL's creators from Zirndorf, Germany laid the foundation for a successful year for new products in 2013. The attractive mix includes revised editions of successful classics, such as Police, Western and Pony Ranch, as well as innovative new products such as the first PLAYMOBIL Hotel. Products in price ranges targeting impulse purchases, like the Collectible Dog series, the Special PLUS series and PLAYMOBIL Figures in mystery bags (successfully introduced in 2011), are as much a part of the portfolio as the higher-priced gift sets.

On the basis of this strong novelty portfolio, PLAYMOBIL Managing Director Andrea Schauer expects continued sales growth in the mid single-digit percentage range for this year.


The LECHUZA business segment once again made a positive contribution to the development of the Brandstätter Group. Worldwide sales of planters increased by about three percent to € 46.9 million. It is hoped that the promising new product Cascada Color will substantially assist in the planned expansion, above all in the East European countries and South America.

At 688,000 guests, the number of visitors to the PLAYMOBIL FunPark remains at a consistently high level. The slight decline compared to last year is attributable to the rainy 2012 Easter holidays. Hopefully, the 2013 season will start on March 23 with good weather.

Employment figures

Worldwide, the Brandstätter Group employed 3,701 staff in 2012, 2,016 of whom are in Germany. At mid-year this amounts to 181 employees, i.e. five percent, more employees than in 2011 with 3,520 employees.

Investments and production plants

No innovation and no growth without investment. In accordance with this maxim, company owner Horst Brandstätter plans a record investment of € 100 million for 2013. The largest share will be for the planned new construction of a logistics center for PLAYMOBIL. Since PLAYMOBIL sales have more than doubled since 2000 and last year a further volume record was set with 61.3 million dispatched packages, expanding logistics capacity is the top priority. At the moment negotiations are under way for construction in the Herrieden industrial zone near the A6 motorway about 30 km from the largest PLAYMOBIL production plant in Dietenhofen. The first construction phase, with five modules, is planned to cost about 45 million euros. All told, the investment for land and buildings stands at € 50 million. An additional large share of the planned total investment will be for expenditures for injection molds for new products in the amount of € 30 million. 12 million euros has been budgeted for the continued modernization and equipping of the production sites in Dietenhofen, Malta and the Czech Republic with machines. The takeover of a German systems manufacturer close to our plant in Cheb, in the Czech Republic, strengthens production capacities with 50 injection molding machines. Other investments at eight million euros complete the investment plan in the amount of € 100 million.

Company owner Horst Brandstätter summarizes:

"I'm happy with PLAYMOBIL's growth in a difficult environment. With these new investments we will set the course for long-term growth in Germany."

Information on the new PLAYMOBIL toy fair stand:

  • Expansion from 443 to 643 m²
  • Planned by Riedl, Messe-, Laden- and Objektbau GmbH, Pfaffing