Children's play habits have changed considerably in recent years. They used to spend a lot of time outdoors, playing hide and seek or meeting up in the playground. Today, digital media and electronic devices such as gaming consoles, tablets and smartphones are a central part of their everyday lives.
Nevertheless, classic toys from market-leading companies continue to play an important role. However, the target group for certain brands is shrinking, as the age cohorts are getting smaller.
For decades, many children have been faced with the decision: Playmobil or Lego? Both brands dominate Christmas wish lists - but the choice varies depending on age and preferences.
Geobased target group analyses reveal details.
Children's play habits are are changing
The playing habits of the youngest generation have changed massively. The Playmobil boss also acknowledged this a good year ago in the Handelsblatt. According to him, the "relevance in children's rooms has declined by a third". But why?
The decline can be explained by the increasing popularity of digital offerings. Smartphones, tablets and video games are pushing classic toys out of children's rooms. This is also having an impact on Playmobil's target group: The brand used to appeal to children aged 4 to 10 - today the focus is only on the 4 to 8 age group.
Playmobil - a success story comes under pressure
Playmobil, invented in 1974 in the Franconian town of Zirndorf, is celebrating its 50th anniversary this year. The success story began at the Nuremberg Toy Fair, where the first figures such as knights, Indians and construction workers were presented. Over the decades, Playmobil has repeatedly provided new impetus with countless themed worlds, its own theme park and even a feature film. However, the company was hesitant in the digital sector - in contrast to its competitors, who were early adopters of apps and digital products.
The example of Playmobil shows how much the toy market has changed. Competition with digital devices and innovative products is growing, and traditional toys are under pressure. How the company responds to these developments in the future will be crucial for Playmobil. New digital concepts and a stronger integration of physical toys and virtual worlds could be the key to regaining relevance.
A target group as big as Munich
But what does it mean in absolute figures if children aged 9 and 10 are no longer part of the target group in Germany? After all, this age group makes up around 2% of the total population - the equivalent of the population of a city like Munich.
- The percentage of children aged 4-8 years is shown
Our map (PDF) shows the distribution of children aged 4 to 8 years at Micro postal codelevel - a fine-scale microgeographical grid that is fully integrated into the Postal code areas. The focus is on Nuremberg and the surrounding communities, i.e. the immediate vicinity of the Playmobil headquarters.
It is striking that the proportion of this age group is significantly higher in rural areas in particular. Nevertheless, the potential areas for Playmobil products are very unevenly distributed, reflecting the different character of the regions.
Socio-demographic data for product planning and marketing
Socio-demographic data, especially age groups, are a decisive factor in product planning and marketing. It enables a better understanding of the target group and helps to precisely align products and communication strategies.
Each age group has specific social, economic and cultural needs that must be taken into account when developing products and campaigns.
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Precise targeting: Age groups make it easier to identify target groups with similar interests and consumer habits. This enables targeted product development, such as toys for children, tech products for young people or health and wellness products for senior citizens.
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Effective segmentation: Companies can divide the market into different segments and develop customized marketing strategies for each group.
Dividing the population into age groups makes it possible to analyze specific needs and behavioral patterns. Typically, these groups are divided into categories such as children (0-14 years), young people (15-24 years), adults (25-64 years) and senior citizens (over 65 years). A finer breakdown can be made using 17 or 19 age groups, optionally also separated by gender. This level of detail opens up a wide range of possibilities for addressing specific target groups.
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Regional and local planning: In combination with geographical data, regions can be identified in which certain age groups are particularly strongly represented. This method facilitates the choice of location and the regional focus of campaigns.
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Recognizing trends: Age group data helps to identify demographic developments such as ageing or falling birth rates at an early stage and to adapt the offering accordingly.
