The Spanish branch of the German corporation Playmobil, which is based in Onil, said that its sales fell by 44.1% in its final fiscal year, 2024/2025. Playmobil Ibérica has released its financial results for the time between April 1st, 2024, and March 31st, 2025. During this time, revenue fell sharply, from €28.6 million in the previous year to €15.8 million. The company’s management report says that the change is not just because of market conditions; it is also because overseas clients are now managed from the parent company in Germany. They say that the most important example is Amazon, whose move alone caused Playmobil Ibérica’s revenue to drop by 19.09%.
Sales in Spain likewise went down, at 24.64%. The corporation says that part of this drop is partly attributable to the centralisation discussed above. If you don’t count this effect, the real drop would be 5%. In this regard, the research points out that the drop in the domestic market is not as bad as it was last year. The company also puts these statistics in the context of the Spanish toy market, which suffered a 2.7% loss in value and a 2% drop in units sold in 2024, according to Circana data. Even if the market fell, it didn’t fall as much as it did in 2023.
Predictions and dangers
Playmobil includes macroeconomic predictions that predict GDP growth of 2.4% for the fiscal year starting in April 2025 and ending in March 2026. This could lead to more spending. Still, the company says that higher prices at stores could make buying toys less important to people. The research also talks about the low birth rate, which has dropped by 24.69% over the past ten years, but is expected to rise by 0.4% in 2024.
The business sees concerns in the financial health of wholesalers and retailers, the possibility of fewer orders, and the rise of private label brands among some clients. The research also says that the traditional toy industry is still evolving and that Playmobil has started to take steps to keep up, such as making new items that fit with changing consumer patterns, signing licence deals, and working with other firms. It also says that a new product that doesn’t fit with the brand’s usual lines will be available worldwide in the third quarter of 2025.
In addition, Playmobil cut its employment in 2024, which affected 13 people in the accounting, sales, and marketing departments. This process ended with an agreement between the firm and the unions.
Author: Derek Appleton
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