GEOBRA BRANDSTÄTTER
Playmobil: Sales up by 16% in 2002 / Increase in German capacities
Last year, geobra Brandstätter Group (D-90513 Zirndorf; www.playmobil.de) posted new record sales of their classic Playmobil toy range again. While international revenues rose by 16% to EUR 301m, German sales went up by even 20% in an otherwise declining toys market. The company´s share in the domestic market was successfully increased from 5.3% to 7.3% over the past three years, explained Andrea Schauer, the company´s head of development, marketing and sales, at geobra´s annual press conference. While Playmobil traditionally refuses to disclose any exact figures, it did report above-average profits.
As deciding factors for this successful result, the company names its strict refusal to react to short-lived fashion trends or promote licensed articles and its production of “high- quality products with a high potential for playful activity.” In 2002, all ten sales agencies reported growing sales in their Playmobil toy ranges for the first time. With near 58%, the contribution from international agencies dropped slightly below last year´s figure. Developments in France, the largest foreign market, the Benelux states, Austria and Switzerland were particularly positive. The company also won new market shares in Britain and the US.
Last year, about 11,500 t of plastics were processed in Playmobil´s injection moulding facilities in Germany, Malta and Spain. In 2003, the company plans to invest EUR 10m for a new building and EUR 3m for new machinery as part of its expansion measures for its facility in Dietenhofen / Germany. About two-thirds of the moulds used for the production of new toys with a production value of roughly EUR 12m were manufactured in the company´s own mould making facilities situated at the company´s headquarter in Zirndorf and in Malta.
Apart from the main product range, the company reports “a moderate yet promising contribution” of its new range of “Lechuza” plant containers (www.lechuza.de) to Brandstätter Group´s consolidated balance sheet of EUR 304.2m for 2002 (2001: EUR 264.1m).
For 2003, financial director Dr. Franz Höhe foresees a continuation of the company´s success. With its attractive new products and the expansion of production capacities, his company is expecting positive results and is aiming for further sales increases.
As deciding factors for this successful result, the company names its strict refusal to react to short-lived fashion trends or promote licensed articles and its production of “high- quality products with a high potential for playful activity.” In 2002, all ten sales agencies reported growing sales in their Playmobil toy ranges for the first time. With near 58%, the contribution from international agencies dropped slightly below last year´s figure. Developments in France, the largest foreign market, the Benelux states, Austria and Switzerland were particularly positive. The company also won new market shares in Britain and the US.
Last year, about 11,500 t of plastics were processed in Playmobil´s injection moulding facilities in Germany, Malta and Spain. In 2003, the company plans to invest EUR 10m for a new building and EUR 3m for new machinery as part of its expansion measures for its facility in Dietenhofen / Germany. About two-thirds of the moulds used for the production of new toys with a production value of roughly EUR 12m were manufactured in the company´s own mould making facilities situated at the company´s headquarter in Zirndorf and in Malta.
Apart from the main product range, the company reports “a moderate yet promising contribution” of its new range of “Lechuza” plant containers (www.lechuza.de) to Brandstätter Group´s consolidated balance sheet of EUR 304.2m for 2002 (2001: EUR 264.1m).
For 2003, financial director Dr. Franz Höhe foresees a continuation of the company´s success. With its attractive new products and the expansion of production capacities, his company is expecting positive results and is aiming for further sales increases.
20.02.2003 Plasteurope.com [15011]
Published on 20.02.2003