November 21, 2009 8:02:26 PM
TOYDIRECTORY® | TDmonthly® Magazine | Join
our 27,800 subscribers | PlayZak®
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November 21, 2009 8:02:26 PM
TOYDIRECTORY® | TDmonthly® Magazine | Join
our 27,800 subscribers | PlayZak®
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| January 2009 | Vol. VIII - No. 1 | |||||
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Playmobil Offers Foundation for Kids’ Creative PlayThemed Playsets Continue to Bring Imagination to Life
Introducing between 80 and 100 themed playsets, accessories and figures every year, Playmobil helps to stimulate children’s imaginations and create endless adventures. A CENTURY OF EVOLUTION  The firm that would become Playmobil began in 1876 in Germany as a lock and metal fitting company, named Metallwarenfabrik Andreas Brandstatter after the founder, TDmonthly Magazine learned. The company changed its name to Geobra in the 1930s, and continuously evolved in response to changing product needs, using sheet metal to manufacture various products, such as telephones, cash registers and various items for toy shops. In the late 1950s, Horst Brandstatter, the company’s present owner, shifted the focus to plastic. The company became expert plastic toymakers and rapidly expanded into the toy and leisure fields. But the 1970s oil crisis and surge in raw materials’ prices forced them to regroup, and the small, moveable figures that became known as Playmobil were born. Introduced at the 1974 International Toy Fair in Nuremberg, Germany, Playmobil was enthusiastically received by both parents and children, and has been a top seller since. Today, with headquarters in Zirndorf, Germany, it has subsidiaries worldwide. The toys were introduced in the United States in 1984. NO RIGHTS OR WRONGS  From pirates and knights to hospitals and circuses, Playmobil’s diversity literally offers something for every child. The 1.2.3. series is targeted at children ages 1 and up, while the more complex sets are for children ages 4 and older. Michelle Winfrey, marketing and public relations manager for Playmobil U.S., told TDmonthly the toy figures and sets “allow children to be children. There are no rights or wrongs. They don’t dictate how to play. If a 2-year old wants to put a cow in the house, that’s OK. It’s an evolution of learning. We give the child a foundation, and they choose how to build within that foundation using their imagination.”  While playing, the child is learning. “The toys teach cognitive, social, emotional, motor and mobility skills, as well as about other cultures,” Winfrey explained. And these skills are essential. According to the U.S. Center for Disease Control, from birth to 5 years a child should reach milestones in how he plays, learns, speaks and acts. Imagination-based toys such as Playmobil help achieve that.Winfrey added that Playmobil has proven a wonderful toy for special-needs children. “I explain [to parents] that it’s because the toys don’t intimidate them. All the external stimulants are gone. It’s just the child and the toy. It lets them focus and control.” NOSTALGIA AND TOUGH STUFF Casey Sartain, buyer at Tutoring Toy in Salt Lake City, Utah, told TDmonthly that Playmobil is one of the store’s best brands, and attributes its success to several things. “First, it’s the nostalgia factor. Parents and grandparents remember playing with them. … They have such good memories about it, and in turn are now buying Playmobil for their children. Country of origin is another reason. The fact that it’s made in Germany/Malta makes a big difference to a lot of our customers. Finally, its durability is a real factor.” NEW EVERY YEAR  Playmobil keeps refreshing its line and will introduce this year an Egypt collection, which Winfrey shared will be “a phenomenal line,” as well as a Veterinary Clinic and Wedding set. Winfrey noted that Playmobil adheres to a key marketing rule when it comes to new product introductions: “We try to stay true to the brand. We’re not selling something that’s going to go ‘boom.’ It’s a toy that’s designed for your child to develop imaging, mobility and learning skills.” See some of Playmobil’s new products below:
— "Playmobil is selling really well for us," Erika Evers, owner of Dancing Bear Toys in Hendersonville, N.C., told TDmonthly in early 2009. 12/10/2008 (Age: 4 and Up) [Add to my Inquiry Basket][?] Wedding Guests in Party Tent by PLAYMOBIL INC. — Playmobil means “cute, exciting and detailed figure play,” said Patricia Fiedler, owner of Green Frog Toys in Portland, Ore., where the toys were named best sellers in spring 2009. 12/8/2008 (Age: 4 and Up) [Add to my Inquiry Basket][?] Police Headquarters by PLAYMOBIL INC. — David Campbell, owner of Amazing Toys in Great Falls, Mont., likes Playmobil because its products are "not made in China, customers come back for more [and it offers] good play value," he told TDmonthly in fall 2008. Thirteen percent of 52 retailers named the company as a favorite. 12/8/2008 (Age: 4 and Up) [Add to my Inquiry Basket][?] Piano Player by PLAYMOBIL INC.
Micro World Harbor by PLAYMOBIL INC.
Catalog Request Form Read what more than 400 retailers have told TDmonthly about toys since 2005 in Toy-Store Owners Talk to TDmonthly.  Writer's Bio: Claudia Newcorn has been a freelance writer and editor for over 10 years, after having spent more than a decade in marketing and product management. She writes for both businesses and individual clients, crafting copy, content and advertising. Her articles appear in newspapers, magazines and specialty publications nationwide (www.acornmarketing.com). She is also the author of an award-winning fantasy fiction book, "Crossover," and several published short stories (www.claudianewcorn.com). Read more articles by this author
by jm williams on April 26, 2009 Responding to article and comment: ''Playmobil’s diversity literally offers something for every child.'' Well, not literally every child. Where are the people of color and diversity in your play sets?? My son has many of your play sets (pirates and large ship, police van, SUV, Helicopter, farm, and others) None of these came with ANY people of color. WHY?? When will Playmobil start including people of color and ethnic diversity in your play sets? If you encounter any problems with this feature, please
email
us questions or comments.
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