PLAYMOBIL
More in-house injection moulding capacity / New “Lechuza” plant near completion / Slower sales expected in 2008
German toy maker geobra Brandstätter (Zirndorf / Germany; www.playmobil.de) plans to reduce outsourcing of injection moulding for its main "Playmobil" brand and produce more in-house. The company currently operates around 350 machines at its Dietenhofen / Germany site and outsources the output of an additional 150-200 machines to custom injection moulders in the area.
According to technical manager Robert Benker, the output of around 70-100 machines will be brought back to Dietenhofen, with the number of shifts to be increased from three on five days a week to five on seven days. This will mean adding 100 or more jobs to the present workforce of around 2,850.
According to technical manager Robert Benker, the output of around 70-100 machines will be brought back to Dietenhofen, with the number of shifts to be increased from three on five days a week to five on seven days. This will mean adding 100 or more jobs to the present workforce of around 2,850.
 At the beginning of the Nuremberg Toy Fair, Playmobil received the "ToyAward" in the "Spiel + Action" category for this year's title theme, Egypt (Pyramid, Sphinx and Boat). (Photo: geobra Brandstätter) |
For geobra, 2007 was a good year in almost every way. Group sales rose by 14% to EUR 459m. Playmobil accounted for EUR 427m of this, an increase of 12.5%, slightly higher than expected. Managing director Andrea Schauer said the group was "satisfied" with earnings. For 2008, growth of up to 10% is forecast. The recall of toys from Chinese production will definitely have a positive effect on the company's retail sales, Schauer commented.
Playmobil’s German wholesale business grew by 4% last year. However, retail sales declined by 2%. The brand has a share of around 9% of its home market. Its strongest foreign market is still France, where sales climbed 13%. Growth in the Benelux countries and the Iberian Peninsula was much higher, at 32%. Greece and Mexico recorded even greater progress – from a much smaller base – gaining 63% and 60% respectively. This year, geobra’s Benelux subsidiary in Brussels will take over marketing for Scandinavia, which was formerly handled by a distributor.
Schauer noted that the toy market in the US proved difficult again in 2007. Although Playmobil's sales actually climbed around 9% in local currency, the weakness of the dollar against the euro wiped out all gains.
In 2008, geobra plans to spend some EUR 20m on 800 new injection moulds. As usual, around 40% will be manufactured in-house – in particular the more demanding 2, 3 and 4-component models.
Sales of the "Lechuza" planter systems division climbed a further EUR 10m in 2007 to EUR 22m. For 2008, a rise to EUR 32m is targeted, on the back of improved supply capability. A new EUR 26m production line is due to start up in summer at Dietenhofen, with 2m planters scheduled to be produced this year. Four Engel two-component machines with clamping forces of 13,000 kN are already turning out product samples and another four of the same size from Ferromatik using monosandwich technology will be added in March. When the expansion is complete, the division will have 15 machines, three coating lines and a warehouse accommodating 18,000 pallets.
Playmobil processes about 16,000 t of plastics annually, including 12,000 t of ABS and 2,000 t of PS. The remainder is made up of TPEs, PC, polyacetals and other materials. More than 1,000 t of polymer was returned to the in-house production stream, sorted by colour and type. For the Lechuza planters, 4,000-5,000 t of PP are processed annually.
Playmobil’s German wholesale business grew by 4% last year. However, retail sales declined by 2%. The brand has a share of around 9% of its home market. Its strongest foreign market is still France, where sales climbed 13%. Growth in the Benelux countries and the Iberian Peninsula was much higher, at 32%. Greece and Mexico recorded even greater progress – from a much smaller base – gaining 63% and 60% respectively. This year, geobra’s Benelux subsidiary in Brussels will take over marketing for Scandinavia, which was formerly handled by a distributor.
Schauer noted that the toy market in the US proved difficult again in 2007. Although Playmobil's sales actually climbed around 9% in local currency, the weakness of the dollar against the euro wiped out all gains.
In 2008, geobra plans to spend some EUR 20m on 800 new injection moulds. As usual, around 40% will be manufactured in-house – in particular the more demanding 2, 3 and 4-component models.
Sales of the "Lechuza" planter systems division climbed a further EUR 10m in 2007 to EUR 22m. For 2008, a rise to EUR 32m is targeted, on the back of improved supply capability. A new EUR 26m production line is due to start up in summer at Dietenhofen, with 2m planters scheduled to be produced this year. Four Engel two-component machines with clamping forces of 13,000 kN are already turning out product samples and another four of the same size from Ferromatik using monosandwich technology will be added in March. When the expansion is complete, the division will have 15 machines, three coating lines and a warehouse accommodating 18,000 pallets.
Playmobil processes about 16,000 t of plastics annually, including 12,000 t of ABS and 2,000 t of PS. The remainder is made up of TPEs, PC, polyacetals and other materials. More than 1,000 t of polymer was returned to the in-house production stream, sorted by colour and type. For the Lechuza planters, 4,000-5,000 t of PP are processed annually.
13.02.2008 Plasteurope.com [210160]
Published on 13.02.2008
German version of this article...