2023-12-23 14:42:34
In the toy department, two brands have been fighting a battle for decades. Are you Lego or Playmobil? TF1 asked customers, young and old.
Are you more Lego or Playmobil? These are two Christmas must-haves. “Playmobil, we work more on the imagination. Lego, we work more on construction and logic”explains François Ferdinand, manager of a store “La Grande Récré. Lego is today the world number one in toys. However, at the beginning of the 2000s, the Danish brick giant was on the verge of bankruptcy The company owes its survival, first of all, to famous heroes like Harry Potter or the Star Wars saga. And above all, Lego has targeted the adult market or as marketing experts say: “kidults”.
These are the players over twelve years old who buy toys by and for themselves. This represents 30% of the toy market, whether in France, Europe or the world. The brand has spotted the trend: there are now Legos targeted at those aged 18 and over. The latest products from the brick brand: flowers to build large bouquets, one of the best sellers of Christmas. Playmobil is in less good shape. Its management has just announced the elimination of 700 positions worldwide. But the brand still remains very popular among young children.
The editorial staff of TF1info
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