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

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

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

The first Monster High(TM) playsets from Playmobil will come onto the market in the EMEA region from autumn 2025. The most famous characters presented in this collaboration include Draculaura and Clawdeen Wolf, which are implemented as detailed Playmobil figures. Combining the classic Playmobil play system with the Monster High(TM) aesthetic promises an exciting gaming experience that will appeal to both old and new fans.

Growth and expansion of the target group

Bahri Kurter, CEO of Playmobil, describes the partnership as an important milestone for the company. Ruth Henriquez from Mattel highlights the creative presentation of the brands made possible by this collaboration. The license agreement is aimed at global growth and audience expansion. After launching in EMEA, the products will launch globally in the US, Latin America, Asia and the Pacific in 2026.

Playmobil's brand modernization, announced at the 2025 Toy Fair, will also be part of this innovative direction. With more than 50 years of history and over 3.8 billion figures produced, Playmobil is represented in around 100 countries with over 40 game themes, 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 multi-year licensing agreements, also aimed at expanding brand awareness and product offerings. Under these agreements, Hasbro will develop Barbie-branded Monopoly games scheduled for release in fall 2023. Mattel, on the other hand, plans to produce Transformers-branded UNO games and Hot Wheels vehicles, which will also be released in the coming years.

The combination of these popular brands, supported by major theatrical releases such as “Transformers: Rise of the Beasts” and “Barbie,” promises new gaming experiences for fans and families. Mattel's Nick Karamanos commented positively on the synergistic effects that these creative partnerships can create.

Current trends in the toy industry

The toy industry has developed into a significant economic sector in recent years, with sales of almost 119 billion US dollars in 2024. While the USA recorded the highest sales in this market, German toy manufacturers only saw sales of around 2.7 billion euros in 2023 - a negative record for the last 15 years. There are currently 619 toy manufacturers registered in Germany, while consumer behavior appears to be changing.

In this increasingly challenging market, companies like Ravensburger, which achieved record sales of around 790 million euros in 2024, are showcasing their innovative strength. LEGO remains the top-selling toy manufacturer worldwide, followed by Mattel and Hasbro. Despite falling sales in certain regions, it is expected that the industry will continue to generate stable sales in the future.