WildBrain CPLG Extends PLAYMOBIL in global collabs
WildBrain CPLG, a trusted licensing partner for leading brands worldwide, is expanding the licensing programme for renowned toy brand PLAYMOBIL®, with new cross-category products and standout promotional collaborations across the globe. As master licensee for PLAYMOBIL®, WildBrain CPLG handles worldwide rights across the brand’s core and franchise programmes for the Horst Brandstätter Group.
For over 50 years, PLAYMOBIL® has captivated children and collectors worldwide with its innovative toy figures and play worlds that inspire imagination, storytelling and creativity. Supporting PLAYMOBIL®’s refreshed brand strategy for 2025, which aims to strengthen relevance, reach new audiences, and accelerate globalisation through creative campaigns and innovative product portfolios, the expanded licensing programme for kids and adults includes a wave of new partnerships across promotions, home, apparel, accessories, and health and beauty.
Meike de Vaere, SVP, Partnerships & Business Development, WildBrain, said: “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. These new partnerships reflect PLAYMOBIL’s multigenerational appeal, and our commitment to bringing joy to fans and families around the world through fun and unique consumer products and experiences.”
Playful new promotions around the world
A global collaboration with McDonald’s, launched in June 2025, sees exclusive PLAYMOBIL® Wild Animals figurines made from plant-based plastic featured in the restaurant chain’s signature Happy Meals. Marking PLAYMOBIL®’s second collaboration with McDonald’s, the promotional campaign is rolling out internationally and will reach over 70 countries worldwide by spring 2026.
In South Korea, Kia Motors has partnered with PLAYMOBIL® to create specially designed PLAYMOBIL® x Kia figurines. Unveiled at the Seoul Mobility Show in April, each exclusive PLAYMOBIL® character has been paired with a vehicle under five different themes: driver, startup CEO, camper, courier, and professional technician. Fans can purchase the PLAYMOBIL® figures and other limited-edition merchandise online and at speciality retailers in South Korea.
In Europe, Nomad Foods’ PLAYMOBIL® promotion, which sees consumers receive a figurine upon purchase of products from the Findus, Iglo, or Birds Eye ranges, is rolling out in Belgium this September, following its launch across multiple markets starting in 2023. A collaboration with Urgo in the Benelux will see a PLAYMOBIL® figurine promotion with Alvityl Multi-Vitamins roll out from September to December 2025.
Creative consumer products across home, apparel, accessories, and health and beauty
In multi-territory European collaborations, Adapta Blue’s Really Nice Things brand unveiled a collection of PLAYMOBIL® inspired high-end home textiles, storage and accessories in 2024; Lifestyle will release an extensive homewares range, including coffee cups, travel mugs, thermos, a money bank, flowerpots, and lunchboxes, available from September; and Paul Hartmann is on board for adhesive band aids rolling out in Autumn 2025. In France this autumn, CA Finance will launch a footwear collection, while Sahinler debuts an apparel range in the country. In MENA, Chloe Media is set to unveil an apparel collection in spring/summer 2026.
Extended collections from existing global partners, including Boyhood’s high-end decorative collectible wooden 3D figurines and Leblon Delienne’s premium resin sculptures, are also rolling out this autumn/winter.
To learn more about licensing opportunities for PLAYMOBIL®, visit the WildBrain CPLG team at Brand Licensing Europe at stand B171.
