Monster High meets Playmobil: New game sets from autumn 2025!

Monster High meets Playmobil: New game sets from autumn 2025!

EMEA-Region, Global - Mattel, Inc. and Playmobil announced on May 22, 2025, a multi -year global license agreement, which could change the toy landscape sustainably. This partnership brings the popular Monster High (TM) characters into the world of Playmobil and offers a new interpretation in the distinctive style of the well -known brand.

From autumn 2025, the first Monster High (TM) game sets from Playmobil will be launched in the EMEA region. The best known figures presented in this collaboration include Draculaura and Clawdeen Wolf, which are implemented as detailed Playmobil figures. The combination of the classic Playmobil game system with the Monster High (TM) Aesthetics promises an exciting gaming experience that will address both old and new fans.

growth and expansion of the target group

Bahri Kurter, board member of Playmobil, describes the partnership as an important milestone for the company. Ruth Henriquez von Mattel emphasizes the creative presentation of the brands, which is possible through this cooperation. The license agreement aims at global growth and the expansion of the target group. After the market launch in the EMEA region, the products in 2026 are introduced worldwide in the USA, Latin America, Asia and the Pacific room.

The brand modernization of Playmobil, which was announced at the 2025 toy fair, will also be part of this innovative orientation. With more than 50 years of history and over 3.8 billion figures, Playmobil is represented in around 100 countries with over 40 game issues, which creates a solid basis for this new cooperation.

collaborations in the toy sector

This partnership does not come in isolation. On April 24, 2023, Mattel and Hasbro announced new license agreements that also aim to expand brand awareness and the product range. Among these agreements, Hasbro Barbie-Branded Monopoly games will develop, which are scheduled to appear in autumn 2023. Mattel, on the other hand, is planning the production of Transformers-Branded UN games and hot wheels vehicles, which will also come onto the market in the coming years.

The combination of these popular brands, which is supported, among other things, by large cinema types such as "Transformers: Rise of the Beasts" and "Barbie", promises new gaming experiences for fans and families. Nick Karamanos from Mattel expressed a positive statement about the synergetic effects that can arise from these creative partnerships.

Current trends in the toy industry

The toy industry has developed into an important industry in recent years, with sales of almost $ 119 billion in 2024. While the United States is the highest sales in this market, German toy manufacturers saw only around 2.7 billion euros in sales in 2023-a negative record of the past 15 years. Currently, 619 toy manufacturers are still registered in Germany, while consumer behavior seems to change.

In this increasingly challenging market, companies such as Ravensburger, which achieved record sales of around 790 million euros in 2024, present their innovative strength. Lego remains the highest sales of toy manufacturers worldwide and is followed by Mattel and Hasbro. Despite the falling sales in certain regions, it is expected that the industry can continue to generate stable sales in the future.