Reinventing a heritage brand
Playmobil is one of the most loved children’s brands currently on the market. onechocolate identified that the love for the heritage toy company was in fact hereditary being passed from parent to child to child. However, outside of that audience, their unaided brand awareness was unbelievably low.
An off and online campaign was defined by onechocolate and has since achieved huge success. Strong relationships have been built with key influencers, from premium tier women’s lifestyle media to the most influential mummy bloggers. A social media competition drove the website’s unique users up by 10,000 in just a six week period. One of their hero products, the Recycling Truck, even sold in excess of 50,000 pieces and won its way onto the Preschool Toy of the Year list at Dream Toys. Overall, this year has been one of Playmobil’s most successful with sales up 33% in the midst of recession.
