pressrelease
Wednesday, 17 February 2016
LONDON
ITV Studios Global Entertainment to represent Playmobil brand in the UK
Twin-track licensing strategy to encompass the classic toy brand and “Super 4”,
the first-ever Playmobil TV series
ITV Studios Global Entertainment (ITVS GE) has announced a major new UK consumer products partnership with
Playmobil and its prestigious new TV animation series “Super 4” from morgen studios and Method Animation.
Playmobil celebrates its 40th anniversary in 2014 and the launch of the new TV series “Super 4”. It is an enduring
favourite with strong brand awareness. ITVS GE’s licensing strategy is therefore aimed at two clearly defined target
markets. Playmobil has a strong retro appeal to adult fans and collectors. Here, licensing will focus on specially
designed gifts and accessories. The strategy for the kids’ market will reflect the quality, durability and fun of the
classic ranges and target high-end children’s product in categories such as apparel and publishing. Retail outlets for
both strands will target department stores, specialty and mid to high retail distribution, joining existing licensees
Redan and Hallmark.
Trudi Hayward, SVP, Head of Global Merchandising, ITVS GE, says: “This partnership marries three respected
brand names from the worlds of children’s toys, digital gaming and entertainment. The strong appeal of Playmobil is
driven by enduring brand values and in the expert hands of morgen studios and Method Animation, Super 4 is sure
to build on and complement that legacy. Playmobil is a significant addition to our portfolio of third party M&L
representations and we look forward to working with Playmobil and morgen studios here in the UK.”
Axel von Maydell, President of morgen studios, says, “We are looking forward enormously to bringing this
worldwide, multi-generational cultural phenomenon into a creative and fun storytelling experience for children. With
the expertise of Method Animation, we are sure this action-adventure series will both be loved by Playmobil fans and
also bring Playmobil to an even wider audience.”
Since its launch in 1974 Playmobil has become a worldwide classic children’s favourite, with many different play
worlds, from knight’s castles to sunny holiday hotels, and is today distributed in more than 80 countries. Over 2.7
billion Playmobil figures have been produced, delighting children all over the world. They love Playmobil for its
creativity, fun, adventure and role play. Parents and educators love the award-winning toy system for the high-value,
quality, imaginative play it encourages.
The new TV series “Super 4” extends the reach of the Playmobil brand for the first time ever. It’s an exciting actionadventure series of 52 x 11min CGI episodes and is co-produced by Method Animation and morgen studios, a
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specialist in the development of digital content for families and children. Aimed at girls and boys aged 5 to 9, its cast,
Alex the Knight, Ruby the Pirate, Agent Gene, Twinkle the Fairy and their friends and foes, as well as the five
wonderful worlds which form the backdrops to the action, are inspired by the Playmobil universe. This entertaining
brand extension captures the Playmobil brand values perfectly. Super 4 is a new and fun extension to the Playmobil
brand whilst retaining the spirit of the classic brand.
About ITV Studios Global Entertainment
ITV Studios Global Entertainment is one of the world’s leading international TV distribution and consumer products
businesses. The consumer products division brings together home entertainment, promotions, licensing and
publishing under one umbrella, with the merchandise and publishing operation bringing brands to life off screen,
working with licensed partners and retailers to bring quality products to consumers. ITVS GE’s successful and
diverse portfolio includes ITV Studios brands like Thunderbirds, Hell’s Kitchen USA and Come Dine With Me and
third party properties such as Cut The Rope, Digimon, Village People, Playmobil and Matt Hatter Chronicles.
Part of ITV PLC, which includes the UK’s largest commercial broadcaster, ITV Studios Global Entertainment has
offices in London, Hong Kong, Los Angeles and Sydney.
About PLAYMOBIL and geobra Brandstätter GmbH & Co.KG
Geobra Brandstätter GmbH & Co.KG - headquartered in Zirndorf, Germany - is the producer of PLAYMOBIL and
Germany´s largest toy manufacturer. The 7.5cm tall PLAYMOBIL figure is the cornerstone of this creative toy
system, and is an internationally awarding-winning product. The imaginative role play opportunities, integrated with a
variety of historical and modern play themes is fascinating to children and highly valued by parents and educational
practitioners alike.
Since its launch in 1974, 2.6 billion PLAYMOBIL figures have been produced. The company distributes its toy
system, consisting of around 30 different play themes, in more than 80 countries and employs more than 3,700
people. Worldwide turnover for the Brandstätter Group rose to a record level of 591 million Euros in 2012.
PLAYMOBIL’s certified high quality is guaranteed by using company owned European production sites in Germany,
Malta, the Czech Republic and Spain.
Since 2000, the company has also produced the LECHUZA brand of high-quality plastic planters with sub-irrigation
system. This business division achieved sales of 46.9 million Euros in 2012.
About morgen studios
morgen studios has more than 15 years of experience to its name in the development of content for families and
children. morgen studios designs online games, and has launched internet portals and communities in the family
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entertainment sector. The track record contains more than 200 well-known and internationally published products. A
great deal of experience and a track record that is unique in this form in Germany! Since 2009 morgen studios owns
a studio for television and film production. This is where the interactive and the linear world cross.
For further information please contact :
Jane Garner & Sallie Deary
jgarner@kilog.co.uk / sdeary@kilog.co.uk
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t + 44 ( 0 ) 1279 778 919
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