第38届国际玩具和潮玩（深圳）博览会

2026年4月9-11日 深圳国际会展中央（宝安区）

弁言

近日，德国知名积木品牌Playmobil（摩比世界）暗地里的玩具巨头Horst Brandstaetter集团公布裁人17%，波和约全世界规模内700名员工，此中369个岗亭位在德国境内，裁人事情将于2025年前完成。

摩比世界创建在1974年，于德国以致欧洲的名气险些与乐高比肩。按营收，它于全世界玩具企业排名15（点击回首：全世界最年夜的17家玩具公司）——于2021-2022财年，该集团业务额降落2.8%，为7.36 亿欧元（约合7.73 亿美元），而积木年夜类是增速较为坚挺的品类。▍来历：中外玩具网（ctoy-gdta） 文/编纂：Jane/Salas

01

裁人年夜潮已经到来？

本年玩具企业和相干行业裁人的动静甚嚣尘上，摩比世界绝非个例。

玩具厂商方面，美泰（比例未知，但触及总部93人）、孩之宝（裁人15%）、Funko（裁人12%）都接踵爆出裁人，意年夜利桌游商Cartamundi关停爱尔兰工场；而与玩具慎密相干的文娱财产巨头迪士尼也扛不住了，规划淘汰高达7000人。

孩之宝裁人新闻画面截图

渠道方面，Tesco、亚马逊裁人，后者波和的员工数更是达万人之巨；年夜型零售连锁buy buy BABY（美）、Party City（美）、Argos（英）、Mytoys（德）、La Grande Récré（法）线下门店关停，触及店肆少则几十家，多则数百家，它们于玩具零售板块都有一席之地。

02

年夜情况不景气积木需求不弱

最主要的缘故原由，无疑是全世界经济年夜情况不景气、玩具需求降落酿成的。此中，玩具成熟市场泰西板块体现很是较着。

于摩比世界的年夜本营——欧洲市场，Circana（原IRI与NPD归并而成）的数据显示，欧洲七年夜经济体（英、法、德、意、西、比、荷）于本年前八个月的玩具发卖额为79亿欧元（约为84亿美元），同比下跌3.6%。细分到品类来看，只有积木类（+0.3%）、游戏和拼图（+7.3%）及毛绒（+9.4%）同比有所增加。

再到全世界第一年夜市场美国，Circana的数据显示，本年上半年玩具发卖额同比下跌8%，只有积木类（+6%）、毛绒（+2%）及载具类玩具（+2%）这三类有所增加。（见下表）

积木涨势最坚挺（图源：Circana）

于玩具巨头的财报中也有表现。于全世界排名前十的玩具公司中，公然财政报表的有7家（其余3家为家族企业其实不按期宣布事迹报表），此中4家营收和利润均年夜幅下跌，重要受泰西地域市场疲弱拖累，亚洲及拉美板块相对于较好（点击回首：四年夜玩具巨头，上半年全数吃亏）。别的没有亏钱的3家中，万代及多美安身日本、辐射亚洲再涉足全世界，受泰西市场影响相对于较小，发卖及利润最少连结盈利水准。而最赚钱的全世界最年夜玩具企业乐高，则依托市场对于积木玩具的强盛需求（从积木于疲软的泰西市场依然有发卖增加可见），收入依然增加1%，但比拟2022年同期发卖额增加17%、2021年增加27%，增速年夜幅下滑。（点击回首：全世界最年夜玩具公司，上半年赚了54亿）

那末，于年夜情况不景气、积木需求依然高在市场总体程度的环境下，为何摩比世界会裁人呢？

03

与乐高的四年夜计谋差异

即使，摩比世界于营业范围上与乐高并无可比性，但摩比世界于欧洲地域的名气一点也不亚在乐高，二者同属积木年夜类，经常被作为比力的对于象，是以，还有是可以从其计谋长进行一番对于比。

线上会商中网友便宜的对于比图

▌1. 产物重要笼罩群体差别。据相识，摩比世界重要面向4-10岁的“中童”群体，相较在乐高整年龄段一个不放过的“全包抄”计谋，摩比世界的主攻消费群就显患上相对于较窄。

虽然说摩比世界也有推出复旧名车、经典影戏授权系列，试图捉住复旧潮、年夜童群体，但其力度比起乐高来讲，还有是有相称年夜的差距。而针对于4岁如下小童，摩比世界则有123系列（Playmobil 123）。但这个系列是从2021才从头被重启推出，通例运营至今也只有短短2年摆布时间。

摩比世界为年夜童推出的公共T1露营巴士套装

当其敌手已经经最先转向新群体发力之时，摩比世界依然于竞争愈发激烈的传统儿童群体中努力，同时又面对着互动产物、电子游戏的新兴挑战，不免事倍功半。

▌2. IP授权侧重差别。IP授权可以说是近几年来玩具发卖的“金手指”及“强力外挂”。近似的产物有了IP（特别是热点IP）的加持，销量便会拉开差距。

由国际授权业协会（Licensing International）发布的《全世界授权业陈诉》（Licensing InternatiAnnual Global Licensing Industry Study）显示，于遭受40年汗青新高的通胀压力之下，2022年的授权市场依然活跃，同比增加了8.02%，增幅高在全世界零售额增加程度。（点击回首）

单看摩比世界主疆场欧洲，据Circana的数据显示，欧洲七年夜经济体中，授权玩具占玩具整体发卖额的27%，比2020年的22%增长了5个百分点。

当乐高已经经依附范围上风及星战深度绑定，而且不停紧随各类新片IP脚步（如去年的《阿凡达：水之道》，本年下半年行将上映的《魔发精灵3》及迪士尼百年庆原创动画《星愿》等）推出新产物之时，摩比世界相干的授权产物少之又少。影戏方面比力凸起的有《捉鬼敢死队》《异形》，算是比力经典的老影戏了。动漫相干的有2022年推出的《火影忍者》系列，还有有同年年末官宣互助的迪士尼米老鼠。接下来就是经典名车系列了，算是摩比世界出患上比力多的IP授权产物。

摩比世界小童系列的迪士尼米老鼠授权产物

可以说，摩比世界重心放于经典上，稳打稳扎，不追风，不冒进。

▌3. 产地与市场漫衍差别。及乐高的全世界化结构差别，摩比世界深深扎根于欧洲。虽然二者于全世界规模内都有发卖，但从其厂房、门店漫衍就可见其差别。

二者都于欧洲设立了三家工场。乐高设于丹麦、捷克及匈牙利；而摩比世界于德国、马耳他及西班牙。从运营成本上，摩比世界有两家工场位在欧洲发财国度，乐高有一家。但乐高为了开拓全世界两年夜市场板块：成熟的美洲板块及新兴的亚洲板块，于墨西哥、美国、中国、越南设立了厂房，实施近岸供货计谋。而摩比世界仅靠欧洲工场供给全世界。难怪于其裁人声明称：“本次调解是于‘二战以来最严峻的全世界经济阑珊’的配景下举行的，它由新冠疫情激发，并因俄乌争端及供需不服衡而加重。”由于欧洲地域经济是受俄乌争端影响最年夜的地域，面对着比美国还有严峻的通胀、货运压力。

乐高的全世界结构

此外，据中外玩具全媒体中央记者不雅察，及乐高以尺度化的积木砖为主的环境差别，摩比世界的异形积木块部件更多，出现出更为活泼的场景形象及细节。是以，虽然摩比世界也是高度主动化出产，但于模具开发成本上，预计开支不小。

Playmobil官方宣传视频（截图）

▌4. 对于中国市场的开拓水平差别。作为中国玩具从业者，笔者能较着觉得到二者于中国市场投入力度的差距。从201五、2016年最先，以中国为代表的亚洲板块就是乐高的主要增加引擎。乐高从1993年经由过程代办署理商进入中国，2014年景立中国子公司周全接受中国营业，鼎力大举开设品牌门店。据最新财报显示，乐高规划年内统共开设约150家品牌零售店，将全世界门店数目晋升至约1050家。此中于中国开设的新店将跨越50%，到本年年末，预期中国门店总数将跨越500家。

乐高杭州旗舰店（官网图）

反不雅摩比世界，2017年方姗姗来迟，经由过程总代办署理的情势进入中国市场，2022年才于上海开了首家门店，同年于上海开了全世界首家体验中央，今朝于中国的互助经销门店有 500 多家。于开拓中国这个宝藏市场好像又掉队了一步。

摩比世界全世界首家体验中央于上海揭幕（官方视频截图）

面临乐高这个巨无霸，也无怪乎摩比世界选择了于稳扎欧洲本土市场有余力的基础上，方放眼海外。但于今朝全世界化的态势下，假如要避开欧洲本土经济下滑带来的影响，追求盈利以致成长，以中国为代表的海外市场不容轻忽。

▍来历：中外玩具网（ctoy-gdta） 文/编纂：Jane/Salas

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CONNECT:[ UseTime:0.009803s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004394s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003913s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004191s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003746s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003810s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004097s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003798s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.005107s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003722s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004125s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003764s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003747s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003764s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003804s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003745s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003790s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003772s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004037s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003871s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003727s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003775s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003705s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003799s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004314s ]SELECT * FROM `ta_article` WHERE `id` = 172 LIMIT 1 [ RunTime:0.007983s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003828s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003840s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004127s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003690s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003709s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003773s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003794s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003814s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003723s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003704s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003678s 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1 [ RunTime:0.003762s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003807s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.003790s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 17 ORDER BY `sort` DESC [ RunTime:0.004154s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003668s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003691s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003672s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003725s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004113s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003695s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003692s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003731s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 18 ORDER BY `sort` DESC [ RunTime:0.004155s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003685s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003689s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003719s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003715s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003978s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003670s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003688s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 19 ORDER BY `sort` DESC [ RunTime:0.004111s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003662s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003704s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003699s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 20 ORDER BY `sort` DESC [ RunTime:0.004224s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003717s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003878s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003843s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003817s ]-必一运动官网