WildBrain CPLG details Playmobil collabs with Zara, Lyle & Scott and more

WildBrain CPLG has secured a raft of partnerships for Playmobil, as the toy brand celebrates its 50th anniversary this year.

New global collaborations include apparel and accessories lines from Zara, as well as branded items with Spreadshirt across apparel, accessories, paper products, kitchen accessories and home accessories.

In publishing, WildBrain CPLG has signed a global deal with HarperCollins for German-language books based on Playmobil’s Horses of Waterfall and Wiltopia franchises. Sony Music will also launch a German-language audio book series based on Horses of Waterfall and Pirates.

“Playmobil has been a leader in the kids’ space for 50 years, and these new collaborations demonstrate the brand’s longstanding reputation for quality and creativity,” said Meike de Vaere, VP Partnerships & Business Development at WildBrain CPLG.

“We’ve focused on building upon Playmobil’s significant cross-category potential for innovative consumer product extensions targeting both kids and adults, while keeping the brand’s DNA at the core of our programme. We’re excited to see all new lines roll out in this milestone year.”

Bjoern Seeger, Press Officer at Playmobil, Horst Brandstätter Group, added: “The growth of our extensive global licensing programme in partnership with WildBrain CPLG has expanded the consumer base for the Playmobil brand through new categories and markets in playful and inspiring ways. As we celebrate Playmobil’s 50th birthday, we’re confident fans all over the world will love these best-in-class ranges.”

In Europe, WildBrain CPLG has also secured apparel and accessories partnerships with Brava Fabrics, who will follow up its successful 2022 range with a new adult apparel collection. Elsewhere, Lyle & Scott is set to launch an apparel and accessories collection for kids and adults.

In publishing, Delius Klasing has released a coffee table book that pays tribute to five decades of Playmobil in Germany, Austria, Switzerland and the UK. For Spain and Belgium, publisher Planeta DeAgostini has launched a set of Playmobil books and figures celebrating the great stages, places and civilizations of history, with another set centred around careers.

The brand will also feature in promotions across Europe, with Iberian retailer Pescanova running an in-store promotion for a chance to win one of 300 €100 vouchers to redeem at Playmobil online. Nomad Foods is also running an on-pack promotion on Findus seafoods for a chance to win a Captain Findus figure in Italy, UK, San Marino, Vatican City and Austria. The German postal service, Deutsche Post, has also launched 30 million Playmobil stamps.

In the live events category, WildBrain CPLG has signed licensee Thekom for non-ticketed live events with character costume meet-and-greets and mall events for Italy, San Marino and Vatican City. In the Party and Dress-Up category, Smile Box has come on board for partyware in Spain and Portugal, while Kardasis will launch edible cake decorations in Greece, Cyprus and Germany.

Following a deal with MDM, Playmobil collectibles – including co-branded bank notes, polymer notes, coins and medals will launch across Germany, Austria and Switzerland. Dohe has released branded stationery products, distributed through specialty stores, department stores and online shops in Spain, Portugal and Andorra.

WildBrain CPLG has also signed a number of key licensees for the brand in the Republic of Korea, including Needs Global for branded tableware and home accessories, and HaA Inc for phone accessories.