Market trends show rising kidults, with adults increasingly participating in toy purchases; about a third of French toy sales are expected to be 18 and older in 2025, a space Lego has capitalized on more effectively than Playmobil.

Lego has aggressively expanded through licensed partnerships with Star Wars, Harry Potter, Pokémon, Marvel, and Disney since 1999, fueling broad appeal and sales growth.

Playmobil’s classic family image is viewed as outdated and less resonant with contemporary trends and female-oriented competition, reducing relevance beyond its core audience.

Lego dominates in market size and growth, with 2024 revenues around €10 billion versus roughly €500 million for Playmobil, highlighting a substantial competitive gap.

Experts say Lego and Playmobil represent different brand ADN: Lego emphasizes construction and creativity across generations, while Playmobil centers on storytelling and scenarios for younger children.

Experts conclude Lego’s licensing strategy and expansive universe have effectively crowded out Playmobil and the broader toy market, creating a clear imbalance in a direct comparison.

Lego’s modularity and the wide emotional range of its minifigure faces enable richer narratives and customization, giving it an edge over Playmobil’s more static characters.

Playmobil lagged in licensing, expanding into licenses only around 2017, and its character design limits adaptability to popular franchises, hindering growth beyond early childhood.