Playmobil appoints Boldspace as retained UK and Ireland PR agency

Playmobil has appointed Boldspace as its retained PR agency across the UK and Ireland, following a competitive pitch process.

The brief will see Boldspace lead retained PR activity for one of the world’s most loved toy brands, alongside major campaign moments throughout the year. The first campaign under the new partnership is set to launch this summer.

At a time of growing debate around children’s screen time, creativity and the role of open-ended play in childhood, Playmobil is looking to strengthen its role in culture as a world-class brand built around the freedom to imagine, build and create your own worlds.

Boldspace will support the brand through a new communications platform, “The world is your playground”, which will shape earned media, cultural storytelling and campaign activity across the year.

The work will be led by Lou Kelly, Head of Consumer at Boldspace, and will support Playmobil as it builds a more distinctive public voice around the value of imaginative, self-directed play.

Adam Moore, Marketing Communications Manager at Playmobil, said: “As we look to build our communications across the UK and Ireland, we need a partner that can do more than tell our story, we need one that truly understands the consumer landscape we’re operating in, and how to reach modern families in ways that resonate.

“Boldspace demonstrated a sharp, strategic grasp of the toy category, the channels shaping how people discover and engage with brands today, and the insight to know where Playmobil can show up most powerfully. That combination of strategic clarity and genuine enthusiasm for what we stand for made them the clear choice.

“We’re excited to be working with Lou and the Boldspace team to build something genuinely impactful and bring Playmobil’s world to more families across the UK and Ireland.”

Lou Kelly, Head of Consumer at Boldspace, said: “The conversation around childhood, creativity and screen time has never felt more urgent. Playmobil stands for something that genuinely matters: the freedom to imagine, to invent, to play without limits. It’s exactly the type of brand we want to work with, one that doesn’t just occupy space in culture, but has the power to shape it.

“We believe bold brands earn their place in people’s lives by standing for something real, and Playmobil has that in abundance. We can’t wait to help Playmobil take that role with both hands and remind families everywhere why the world really is your playground.”