The post DFL appoints Playmobil as official licensee ahead of major Bundesliga collectible rollout appeared first on SportsMint Media. Playmobil has signed a major licensing agreement with the Deutsche Fußball Liga to become an official licensee of the DFL. The post DFL appoints Playmobil as official licensee ahead of major Bundesliga collectible rollout appeared first on SportsMint Media.
The post DFL appoints Playmobil as official licensee ahead of major Bundesliga collectible rollout appeared first on SportsMint Media.
Playmobil, the German toy manufacturer known for its collectible figurines and detailed playsets, has signed a major licensing agreement with the Deutsche Fußball Liga to become an official licensee of the DFL.
The deal grants Playmobil the rights to create officially branded products inspired by the Bundesliga, marking the company’s most ambitious sports partnership to date.
Under the agreement, Playmobil will produce figures, playsets, and club-themed collectibles across both leagues, with the first wave of licensed products scheduled for release as early as March 2026. This edition includes fan favourites from selected Bundesliga clubs such as Harry Kane, Mario Götze, Angelo Stiller, Julian Brandt, Luka Vušković, and Saïd El Mala.
Playmobil will work directly with clubs to ensure detailed authenticity across kits, colours, and character designs. The collaboration forms part of the DFL’s wider effort to strengthen global fan engagement ahead of its next commercial cycle, with a specific focus on families and emerging international fan groups.
Commenting on the occasion, Peer Naubert, CEO of Bundesliga International GmbH, said, “The special football culture of the Bundesliga thrives on passion, pride, and unity – and now this excitement is something fans can actually play with. 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.”
Playmobil Board Member Bahri Kurter added, “Sport, and especially football, connects generations and brings people together. 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. ‘Your World. Your Stadium’ shows how we bring this excitement to life in the Playmobil format.”
The rollout will peak at the start of the 2026-27 Bundesliga season, when Playmobil releases officially licensed figures for all 18 Bundesliga clubs. A total of 198 characters, eleven per team, will be available from September 2026, each designed to mirror real players as closely as possible, from jersey detailing to individual traits.
The agreement aligns with a broader shift in European football where leagues are diversifying their merchandising portfolios to reach younger consumers.
For Playmobil, the DFL partnership offers a strong global platform. German football enjoys broadcast reach in more than 200 territories, giving the brand significant international visibility as it continues expanding into IP-led collectible products.
The deal was coordinated by Bundesliga International GmbH in collaboration with IMG Licensing. It represents the largest licensing commitment in Playmobil’s history and is expected to establish football as a permanent feature within the brand’s portfolio.
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