By Allison Watkinson
TLL Reporter
The Playmobil toy brand has signed a partnership with the DFL Deutsche Fußball Liga (German Football League) for a licensed figurine collection.
Per the terms of the licensing agreement, Playmobil will develop and release official play figurines based on members from all 18 Bundesliga clubs.
This represents a total of 198 officially licensed characters that will be available for football fans and Playmobil collectors.
The figures are designed to reflect each player as accurately as possible with distinct features and special jersey designs.
“Sport, and especially football, connects generations and brings people together,” said Playmobil board member, Bahri Kurter. “The Bundesliga in particular has an extremely strong appeal in Germany. For Playmobil, entering the world of football is an important building block in our strategic development. This step creates additional relevance, brings us closer to new target groups, and leads the brand into an environment that excites millions,” added Kurter. “Your World. Your Stadium shows how we bring this excitement to life in the Playmobil format.”
Debuting ahead of the full collection, an exclusive selection of six Bundesliga figures will be released as early as March 2026.
This initial release will focus on popular players from select clubs such as Harry Kane, Mario Götze, Angelo Stiller, Julian Brandt, Luka Vušković and Saïd El Mala.
The full Playmobil collection will kick off in September 2026 to coincide with the 2026-27 Bundesliga season.
“The special football culture of the Bundesliga thrives on passion, pride, and unity—and now this excitement is something fans can actually play with,”
said Bundesliga International CEO, Peer Naubert. “Alongside Playmobil, we’re bringing the stadium into the living rooms of millions of fans of all ages—a piece of football to collect, experience and share.”
The licensing collaboration between Playmobil and the Deutsche Fußball Liga was coordinated by Bundesliga International in cooperation with IMG Licensing.
A subsidiary of the Deutsche Fußball Liga, Bundesliga International is responsible for managing the DFL’s marketing, sponsorships, licensing, branding and digital content initiatives.
The company works alongside a network of over 80 partners across the globe.
Image credit: Playmobil/DFL.
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