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Playmobil reaches new sales record

The company plans investments of €100 million in 2013


Playmobil sales rose 5.3% in 2012, reaching €531 million, beating the record set in 2011. This figure means that the German company has sold more than 61 million toys. Brandstätter Group, also owner of the Lechuza flowerpots manufacturer (using from Playmobil's leftover plastic) achieved revenues of €591 million, 5% more than last year.

The German company plans investments of about €100 million in 2013, half of themto open a new factory and logistics center in the town of Herrieden, in southern Germany, near the company's headquarters in Zirndorf.

Playmobil Managing Director Andrea Schauer sums it up: "Looking at the difficult overall economic situation our goal was to achieve sales growth in the mid single-digit range. Thanks to a high rate of innovation we achieved that goal. Right on target, so to speak."

Sales in Germany grew by 7%, reaching a market share of 7.5%, in third position after Lego and Mattel. Advent calendars were the second best-selling toy of the year by value, according to NPD, and eight products of the company reached the top 50.

Sales in the rest of the world slightly increased their share to reach 70% of revenues. Revenue grew by an average of 3%. France, the biggest of the subsidiaries, went back to growth, selling 5% mote, a result similar to that of Benelux and Canada. Spain achieved a double-digit growth, despite the economic situation, like the US, the UK and, to a lesser extent, Scandinavia and Mexico. Sales fell slightly in Greece, Italy and Austria.

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