By Gary Symons
TLL Editor in Chief
WildBrain CPLG is expanding the global licensing program for Playmobil, unveiling new collaborations designed to support its refreshed strategy for 2025.
As Playmobil’s master licensee, WildBrain CPLG manages worldwide rights across the Horst Brandstätter Group’s core and franchise programs. The expansion includes promotions with global brands such as McDonald’s and Kia Motors, as well as product lines in apparel, accessories, home goods and health and beauty.
“Playmobil has incredibly enduring appeal, and its unmistakable design continues to fuel major global collaborations and innovative market-led products inspired by playfulness and imagination,” said Meike de Vaere, senior vice president of partnerships and business development at WildBrain. “These new partnerships reflect Playmobil’s multigenerational appeal, and our commitment to bringing joy to fans and families around the world.”
The most visible collaboration launched in June, when McDonald’s began including exclusive Playmobil Wild Animals figurines made from plant-based plastic in its Happy Meals. The campaign, Playmobil’s second partnership with McDonald’s, will expand to more than 70 countries by spring 2026.
In South Korea, Kia Motors introduced a collection of Playmobil x Kia figurines at the Seoul Mobility Show in April. Each character was paired with a Kia vehicle under themes including driver, startup CEO, courier and camper. Limited-edition merchandise is available both online and in select South Korean retailers.
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In Europe, frozen foods company Nomad Foods is extending a promotion that pairs Playmobil figurines with products from its Findus, Iglo and Birds Eye brands. The promotion will launch in Belgium this September after earlier rollouts across other European markets. Meanwhile, French health products company Urgo will launch a tie-in campaign featuring Playmobil figurines and Alvityl multi-vitamins from September through December.
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On the consumer products side, new collaborations are set to reach shelves in Europe and the Middle East. Spanish brand Adapta Blue has released Playmobil-inspired home textiles and accessories under its Really Nice Things line, while Lifestyle is launching a homewares collection in September. France will see new footwear and apparel collaborations this fall, while apparel ranges are also planned for the Middle East and North Africa in 2026.
Playmobil’s established partners are also expanding their offerings, with new decorative wooden figurines from Boyhood and premium resin sculptures from Leblon Delienne rolling out in late 2025.
The expansion is part of Playmobil’s broader 2025 strategy, which aims to strengthen relevance, reach new audiences and accelerate globalization through creative campaigns and new product categories. Since its debut in 1974, more than 3.8 billion Playmobil figures have been produced, and the brand is now sold in about 100 countries.