Argos is significantly expanding its Playmobil offering, growing from just four products at launch to more than 300 ahead of the crucial Christmas trading period.
The expansion represents the largest Playmobil range ever available through Argos and forms part of both businesses’ longer-term UK growth strategies.
The two companies are working together on product ranges, joint business planning and marketing activity, with collections being developed around the needs of Argos’ broad family customer base.
By the end of August, the retailer will offer Playmobil products across a wide selection of its core play worlds, including Action Heroes, Pirates, Knights, Dinosaurs, Country, My Life and Playmobil Junior.
The expanded range will also include licensed collections featuring Barbie, WWE and ESA, alongside major playsets including the Large Fire Station and Large Pirate Ship.
Two products – Private Jet and Fire Rescue Operation with Underwater Motor -will be exclusive to Argos.
The move comes as Playmobil UK & Ireland continues to build momentum, with sales through retail tills up 4% year on year at the end of June.
Mitch Levene, UK & Ireland country manager at Playmobil, said the expansion was an “important milestone” for both businesses.
“Argos has a strong family customer base, remains a trusted destination for toys and has worked closely with us to develop a significantly broader range,” he said. “Expanding from four products to more than 300 is an important milestone for both businesses and gives more families access to the breadth of the Playmobil portfolio.”
Gareth Cobley, senior national account manager at Playmobil UK, added that the partnership goes beyond range expansion, with the companies also developing a joint marketing and activity programme.
“We have worked closely with teams across Argos to build a range that showcases the breadth of the Playmobil portfolio – from everyday favourites and flagship playsets to licensed collections such as Barbie, and Argos-exclusive products,” he said.
“The partnership is about more than range expansion: we have an exciting joint marketing and activity plan in place, combining innovation and shared support to help more families discover Playmobil.”
The expanded range will be available through Argos ahead of the key Christmas trading period.
