GEOBRA BRANDSTÄTTER
"Playmobil" sales expand, despite recession / Largest-ever portfolio at Nuremberg toy fair
Bucking the generally recessive trend in the toy market, Geobra Brandstätter GmbH & Co KG (PO Box 1260, D-90511 Zirndorf) strongly expanded sales of its "Playmobil" play system, both in its home market of Germany and abroad in 1994, while at the same time widening its share of the overall market. Turnover rose 14% to DM 400m (DM 350m). The plastic toy system profited from the general trend towards brand-name products as well as an intensive advertising and marketing campaign focused on value-for-money items for spontaneous purchases and reasonably priced starting sets In 1994, "Playmobil" also became a household word in eastern Germany, which is reflected in the 13% increase in German sales to around DM 150m.
The foreign share of "Playmobil" sales increased slightly in 1994 to 63% (61% in 1993). Double-digit growth was seen in almost all export markets. France held onto its position as most important foreign market, while in Italy sales expanded by a factor of five, following a reorganisation. Sales also improved in the Nafta trading region (IJSA, Canada and Mexico), although unfavourable exchange rates for the Mexican peso turned gains into a Deutschemark-denominated loss there. Plans are to build a production facility in Mexico, not least in the interest of saving transportation costs. Total sales of the Brandstätter group in 1994 rose to DM 475.2m from DM 412.9m. The group had an average of 2,350 people on its payroll, compared with 2,174 in 1993.
With 63 new products, Brandstätter presented its largest-ever portfolio at the International Toy Fair, held in February at Nuremberg. The widening of product palette, underpinned by a capital spending budget of around DM 45m, is intended to spur growth. The Bavarian toy manufacturer, which processes around 8,500 t of plastics annually, plans to buy 20 new injection moulding machines, primarily with multicolour and monosandwich functions.
READER SERVICE: Detailed press releases on novelties, with illustrations: PIE-No. 37271 – "Playmobil" catalogue "Novelties '95": PIE-No. 37272 – Complete catalogue "Playmobil 94/95": PIE-No. 37273 (all in German).
The foreign share of "Playmobil" sales increased slightly in 1994 to 63% (61% in 1993). Double-digit growth was seen in almost all export markets. France held onto its position as most important foreign market, while in Italy sales expanded by a factor of five, following a reorganisation. Sales also improved in the Nafta trading region (IJSA, Canada and Mexico), although unfavourable exchange rates for the Mexican peso turned gains into a Deutschemark-denominated loss there. Plans are to build a production facility in Mexico, not least in the interest of saving transportation costs. Total sales of the Brandstätter group in 1994 rose to DM 475.2m from DM 412.9m. The group had an average of 2,350 people on its payroll, compared with 2,174 in 1993.
With 63 new products, Brandstätter presented its largest-ever portfolio at the International Toy Fair, held in February at Nuremberg. The widening of product palette, underpinned by a capital spending budget of around DM 45m, is intended to spur growth. The Bavarian toy manufacturer, which processes around 8,500 t of plastics annually, plans to buy 20 new injection moulding machines, primarily with multicolour and monosandwich functions.
READER SERVICE: Detailed press releases on novelties, with illustrations: PIE-No. 37271 – "Playmobil" catalogue "Novelties '95": PIE-No. 37272 – Complete catalogue "Playmobil 94/95": PIE-No. 37273 (all in German).
15.03.1995 Plasteurope.com [20894]
Published on 15.03.1995