The Playmobil accomplished 40 years in full health: two billion pieces ... - The Messenger

They accomplish 40 years and the crisis does not scare them. Indeed, it makes them stronger. Today as yesterday.
Presented on the market for the first time in 1974, the Playmobil toys are still one of the most popular pastimes in Europe. Manufactured in Germany and distributed in 80 countries in four decades, the little plastic puppets have sold over two billion pieces of invoicing only in 2012 more than 590 million Euros. And in the old continent, in spite of the economic depression, the trend is growing: “In 2013, the volume of business has increased – to the point geobra Brandstätter, the German custodian of the brand – and the trend continues to be positive. Since 2000, we have more than doubled sales. “

History Invented by a cabinetmaker with the hobby of model, Hans Beck, the Playmobil born in Eastern bent austerity the energy crisis. It is 1973, the price of oil skyrocketing and the companies that produce plastic materials are likely to close their doors. Among these, the geobra Brandstätter, which until then had prospered by selling in Europe the famous hula hoop Americans. The decision to focus on Playmobil, as small as a child’s hand and less expensive in terms of materials, is the bet that will save the company. The debut of the Game Fair Nuremberg of the first models (a knight, an American Indian and a farmer) decreed the immediate success. The first to believe in the project is a Dutch merchant, who buy in advance the entire production year. At the end of 1974, the Brandstätter 3 million brands derive only from Playmobil: one-sixth of all its profits.
Inspired by the drawings of children, with big head, wide smile and without a nose, the concept of the model, in forty years, has changed little. According to Andrea Angie, author of ‘”The dictionary of the games” (ed. Zanichelli), “the Playmobil is successful because it is timeless. It is because modern colorful, recognizable, the result of a careful design. But does not bind to the trends of the moment and it is not ephemeral. Its settings are classics: the West, the Middle Ages, pirates, pharaohs and daily life. The figurines do not have names, such as dolls of yore baptized by girls and not by marketing departments. The puppets of Peppa Pig will no longer have reason to exist when the small screen will be more. The Playmobil, however, are current as forty years ago. “
Marketed since 1982 in the United States, where to promote the spread was McDonald’s, and on the Chinese market in unauthorized versions, the Playmobil are especially history of European success. No relocation of a production process that starts today in the heart of Europe, in the headquarters of the Bavarian Zirndorf, and branches in the factories of Malta, the Czech Republic and Spain. “The European tradition of the toy is age-old – says Angie – for centuries the workshops have produced toys for royalty and for the common people. The printers have spread the game of the goose, who first painted by replacing cards in the hand. And have emerged over time local excellence: the 700 and 800 soldiers of the dishes are called, not surprisingly, Nuremberg. “

Success Since last June Playmobil has decided to invest on the Italian market, opening its first branch in Lombardy business and developing an exclusive line for our country, dedicated to the Carabinieri Corps. A winning bet, according to sales manager Louis Carillo: “The initial results were satisfactory. In a few months we have witnessed a growth of 40% compared to 2012. ” No surprise, considering that the Italian gaming market is still one of the five largest in Europe.
The sector, according to experts, is among the most fertile, “Bang! Emiliano Sciarra, the western card game, sold a million copies. Italians Di Meglio, Maggi and Nepitello have designed two great games taken from the movie “The Lord of the Rings”, published in a dozen languages. After the fashion, cooking and cars, we also export games. And with a lot of style. We successfully all over the world, but few know it. “