This month's Toy's N Playthings trade magazine (July 2011 issue) has an interesting article on Playmobil, and its history and production. It also answered a previous question i asked pertaining to licencing, which Playmobil have strictly adhered to. That they do not Licence and suggest that the toys would cost 20% more if a licence was added. Playmobil will licence themselves, so you can get Playmobil clothing, Bedding etc, but don't expect a Star Wars range or anything else anytime soon....
First off the most interesting thing I discovered in the Article, and perhaps I should have known this along time ago, is that Playmobil was invented in Malta, and Malta remains the manufacturing and distribution hub for Playmobil to this day, and has done for almost 40 years. Which in itself is pretty amazing bearing in mind how (no offence, Malta) insignificant the island appears.
Another interesting thing regarding Playmobil, is the generic nature of the toys, a toy from the 70's will be able to accessorise with a toy from today and visa versa, so the toys have remained the same size, shape and mould style for almost 40 years.
The new Special Agents series launched in 2011 is slight change in tact for Playmobil, and moves the age range to 7-12 from the basic 4+ ageband in which Playmobil starts its sets. Now I understand the thinking behind this as believe Playmobil may well have researched into this, but I'm not sure how well its going to go down with the older age groups, and believe that the original age groups that buy Playmobil now will continue to consume the Playmobil product.
Playmobil state that the range is targeted at the older age ages because of the interaction and involves technology, but with the figures and sets still showing the same playability and no change in product design, I'm not sure 10 year old boys will want Playmobil toys when the likes of Transformers and Marvel and even Lego sets are dominating this age market.
Don't get me wrong I love Playmobil and my kids aged 9 now, still play with the sets we had when they were 4, but we don't buy new - and certainly wouldn't be looking at the Special Agents set for my son now. The Playmobil aisle is only visited by me for research and retail purposes, not as a consumer, because I know my kids - although not too old to play with Playmobil - do want more 'mature' looking toys at aged 9. Now going back a few years, things would have been different but as I've mentioned before here, kids have grown up fast, and want technology and maturer toys and products (that are not even toys). Playmobil have noticed this - hence the range, and I understand the thinking behind Playmobil and moving towards technology. Including the DSi Game (see picture below)
I think in some ways Playmobil are looking at the cutesy Lego Games model for inspiration whereby kids of all ages and Adults alike can relate to the Lego Pirates of The Caribbean (I've done 35% so far) and Lego Star Wars Video Games, but unlike Lego, Playmobil is very child orientated, and has in my opinion never really become collectable and cherished into adulthood, its a popular children's toy and the age band that plays with it has shrunk rather than expanded, like Lego has, and its possibly too late for Playmobil to market a young looking product to mature 9-10 year olds, whose reference points might well be Halo Wars, Need For Speed and Nerf guns.
As I said I really do like the Special Agents range and think kids in the original target age groups will relate to the play sets and vehicles, not so much the tech features, and for those alone it will sell well. And there are plenty of kids who are still in their appropriate age range still playing with toys, I'm just not sure that the target bracket for this range will really be the ones consuming it.
Still, much love to Playmobil as they approach 40 years, their sets are getting better and more 'realistic' with more ranges, and universal and global appeal. I might even try and wangle a trip out to Malta to see their offices and spend a day at the on-site fun park, because I still love the toys, and I'm 40 myself!
I may well be wrong, and i certainly don't think that the special Agents range will fail, in fact i think it will be one of the top sellers this year, it just won't be on top of most 10 boys year olds lists.
....and while I'm here I'll plug a couple of the older, and still great, sets that I have for sale over at on the Amazon Market Place ....just type in Playmobil into the search at my store...
No comments:
Post a Comment