Playmobil: brand campaign “The world is your playground” with new commercials
Playmobil launched its new brand campaign “The world is your playground” in spring 2025. The next phase has been running since October 6: In the last quarter of the year, which is the strongest sales period, Playmobil is providing strong impetus for the brand and sales. With new commercials being shown in several European countries, the brand is once again focusing on children's imaginative play. This time, the focus is on the play worlds of princesses & unicorns, police & fire department, animals & friends, and pirates & dinosaurs.
Transforming everyday situations into extraordinary adventures
The campaign idea remains unchanged: everyday situations are transformed into extraordinary adventures through children's imaginations. The new commercials show this in independent stories that are clearly tailored to the respective theme world. This showcases the diversity of the Playmobil range – from animal companions to fairy-tale experiences and adventurous expeditions.
Two target groups
The films are deliberately aimed at two target groups: children are addressed in terms of their creativity, while parents experience the emotional relevance of the brand in everyday family life. The commercials also convey the fun of playing with Playmobil by showing the product features. With this dual approach, Playmobil is strengthening its position as a fixture in family households and underlining its claim to focus on imagination and play.
International campaign
The campaign is being played out internationally across all relevant channels: classic TV commercials and video-on-demand ensure reach, while social media and digital out-of-home ensure visibility in the everyday lives of the target groups. In this way, Playmobil combines a broad public presence with a targeted approach to families in the digital environment.
With “The world is your playground,” Playmobil brings to life the idea that every detail of the real world can be a starting point for imagination. The aim is to anchor the brand even more strongly as a catalyst for creativity internationally.