Lars Wagner to become new CEO of Playmobil

Lars Wagner will become the new head of Playmobil, the toy manufacturer announced on Friday. The 54-year-old will officially join the board of the Horst Brandstätter Group in October, taking responsibility for marketing, sales and development as well as the Playmobil brand.

Successor of Bahri Kurter

Wagner succeeds Bahri Kurter, whose departure as Playmobil CEO was announced before. Kurter had led the company for three and a half years. The reasons for his departure have not been disclosed. René Feser and Matthias Fauser will remain members of the Horst Brandstätter Group’s board and will continue to be responsible for the company’s operational business.

Leading “into a new era”

Wagner is already familiar with Playmobil. From 2018 to 2021, he served as the company’s board member responsible for marketing. He began his career in the film and television industry, working for Universal and Discovery before spending a total of ten years at Disney. Until March, he headed the Kids & Family division of Spanish entertainment company DeAPlaneta. Wagner is also a co-owner of a production company for animated and children’s films based in Munich.

“I am looking forward to working with a physical product again that still has significant growth potential in the digital world,” Wagner said in a statement issued by the company. He added that he was attracted by the opportunity to lead the Playmobil brand “into a new era.”

Facing significant challenges

The task comes as Playmobil continues to face significant challenges. The brand, known for its toy figures and play worlds, has been struggling with declining sales for several years. Around 700 jobs have recently been cut in Germany and abroad. At the end of June, Playmobil closed its production plant in Dietenhofen, Germany. Since then, the figures have been produced only in Malta and the Czech Republic.

Wagner is familiar with Playmobil’s particular internal structures and its cautious approach to public communication. His return to the company now marks another change at the top as Playmobil seeks to navigate its ongoing challenges and enter what Wagner describes as a new era.

Source: www.wiwo.de/unternehmen/handel/playmobil-lars-wagner-wird-neuer-chef/100255594.html