Global financial crisis notwithstanding, revenues of the “Playmobil” toy manufacturer geobra Brandstätter (Zirndorf / Germany; www.playmobil.com) have broken the records for the tenth consecutive time. Group revenues increased by 5%, exceeding the EUR 500m benchmark for the first time. The increase was mostly spurred by the great demand for Playmobil’s products such as the advent calendar and the “Great Dragon Castle”. The toy brand’s popularity among consumers is illustrated by its holding four spots in the “Eurotoys” list of the 10 top-selling toy products.

Keeping with tradition, CEO Andrea Schauer did not give any detailed data on the exact amount of the profit. At a recent press conference at company headquarters in Zirndorf, she did say, however, that she was “quite content” with the result. Group revenues amounted to EUR 518m (EUR 496m in 2008), 68% of which was generated abroad. The leading brand, Playmobil, achieved revenues of EUR 474m (EUR 452m). Despite the insolvencies of such large clients as Quelle and Woolworth, Playmobil managed grow by 2% in Germany, and now holds an 8.4% share in the country’s toy market. This means the brand continues to rank second spot in the country’s toy market, on the heels of Lego (Billund / Denmark; www.lego.com).

Playmobil’s largest foreign market continues to be France, where revenues rose by 14%. The brand also achieved double-digit growth rates in Scandinavia (+30%), the UK (+19%), Italy (+18%), the US (+15%), Canada (+10%) and Mexico (+15%). By contrast, Playmobil saw declines in the Iberian Peninsula (-10%) as well as in the Benelux countries and Austria (-5% respectively).

Group management was cautiously optimistic about 2010. Schauer said the group could well achieve mid-digit percentage growth if basic market conditions do not deteriorate. In introducing the new “Top Agents” theme, which features a lot of technology, from alarm systems to cameras, Playmobil hopes to capture the age cluster of 7- to 12-year-old boys.

The Brandstätter group’s “Lechuza” planter segment did not meet growth expectations, partly because, reeling from the crisis, many large clients cancelled orders for indoor plants. Yet, these shortfalls were compensated for by the growing business with private clients. At EUR 33m, sales resembled the levels of 2008.

In 2010, the group plans to invest EUR 56m into its business, including EUR 22m for 850 new casting moulds, 45% of which it will manufacture itself, as well as EUR 30m earmarked for the manufacturing sites in Dietenhofen / Germany and in Malta. In line with past policy, the group plans to continue reducing contract manufacture.

The main plant in Dietenhofen manufactures about 60% of Playmobil products, some 7m items each day, using more than 400 injection-moulding machines running in five shifts a day. Brandstätter also relies on 120 additional machines located at other companies in the vicinity of Zirndorf. The Playmobil figures are manufactured at a plant in Malta housing some 250 injection-moulding machines. In addition, the group owns an assembly line in Cheb / Czech Republic and another plant in Onil / Spain.

In 2009 Brandstätter increased its workforce from 2,973 to 3,060 employees, of which 1,703 (1,628) work in Germany. Every year, the group processes about 23,000 t of plastics – including 16,000 t of ABS and 3,000 t of PP. In addition, 2,000 t of materials are reclaimed from the company’s own production waste each year.

Among the latest Playmobil innovations are figures in bathing suits. In order to ensure a more delicate design, all parts are made of highest quality ABS blends and the legs are welded on individually. The group said it was using special surface techniques or blends of rigid and soft components for other products.