Toy brand Playmobil has unveiled its new brand positioning at the International Toy Fair in Nuremberg.

Under the new look, the brand will create a “fresh” image and introduce a revised portfolio to strengthen the brand’s relevance.

As part of the new brand position, the toy company has introduced a new motto ‘The future is now.’

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“To inspire children, fuel their imagination and curiosity and boost their self-confidence is a fundamental promise that Playmobil fulfills worldwide. Our brand stands for offering endless worlds of play and encouraging imagination. With Playmobil, children become directors and actors of their own stories,” said Playmobil CEO Bahri Kurter.

As part of its plans to strengthen its portfolio, the brand introduced ‘Sky Trails’, a new play experience that allows adults and children to build their own adventure tracks.

The brand said that it used a 100% customer-focused approach for the development of the new product, surveying several thousand parents and children.

Kurter added: “While the fun ends after construction in the case of other toy worlds, with Sky Trails play really takes off. We are looking forward to implementing our strategy with lots of great Sky Trails and Playmobil adventures for all ages in 2025. The future is now!’

Sky Trials will be available from autumn 2025.