Bruder Spielwaren reports financial year 2024
Investments, economic weakness and a conciliatory end to the year. Taking stock of 2024, the buzzwords of the last two years are once again at the forefront: a stagnating economy and subdued consumer behaviour. Due to the economic situation, no major growth could be expected for 2024. As a result, the sales plan for Bruder Spielwaren also had to be adjusted. In the end, however, the adjusted targets were achieved: ‘Achieving our adjusted sales target of 90 million euros for 2024 is a “small success” in view of the current situation, but nevertheless not a satisfactory direction for the future,’ summarises Paul Heinz Bruder, also in view of the resulting decline in return expectations. The cost pressure on German companies is growing as a result of increasing administrative and bureaucratic burdens. At the same time, purchase prices for raw materials and services have risen disproportionately in recent years. Nevertheless, Paul Heinz Bruder believes the company is in a stable position for the future and is maintaining its investment volume at a high level. In 2024, this amounted to around 15 per cent of annual turnover. Overall, investments were made in the development of thirteen new products and their property rights.
Country overview
Bruder Spielwaren supplies its model toys and accessories to over 60 countries worldwide. The export ratio in 2024 fell by just under two percentage points compared to the previous year and stood at 68 per cent at the end of the year.
Germany continued to be the strongest market in 2024 and remained stable in terms of earnings. The markets in Europe, which have achieved good results in recent years, were unable to keep up with this trend, with sales declining across the board. In contrast, the USA proved to be strong in terms of sales.
Focus on training - skilled workers of the future
The family-run company employs a total of 27 trainees in seven different professions. As a rule, the majority of trainees are offered a permanent employment contract after completing their training. Despite the difficult economic situation, the number of employees has remained stable. Due to natural fluctuation and process optimisation, this stood at 470 employees as at 31.12.2024.
Spielwarenmesse 2025
From 28 January to 1 February 2025, trade visitors will gather in Nuremberg for the 74th edition of the Spielwarenmesse. Bruder exhibited at the fair for the first time 50 years ago with its own stand. This year, the stand in Hall 6 / Stand C31-37 will be fully dedicated to the anniversary. As a special highlight, visitors can look forward to an exhibition on the history of the company and product development.
Thirteen new products await interested visitors on the yellow presentation areas. There is something for every price category. There are exciting vehicles and accessories to discover for most of the Bruder theme worlds. The Roadmax line for children aged two and over, which was reintroduced last year, is also growing.
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