Playmobil becomes Official Licensee of the DFL

Playmobil, Germany’s iconic brand of play figures, is becoming an Official Licensee of the DFL Deutsche Fußball Liga. Under the motto “Your World. Your Stadium” a unique collection of play figurines for football fans and collectors alike is being created, bringing the Bundesliga into the world of Playmobil.

At the start of the 2026-27 Bundesliga season, Playmobil will – for the first time – present all 18 Bundesliga clubs in the form of its play figures. A total of 198 officially licensed characters – eleven per team – will be available from September 2026. The figures reflect the players as accurately as possible, from the jersey designs to distinctive features. 

To give fans a taste of the full collection, an exclusive selection of six Bundesliga figures will be released as early as March 2026. This first edition includes fan favourites from selected Bundesliga clubs such as Harry Kane, Mario Götze, Angelo Stiller, Julian Brandt, Luka Vušković, and Saïd El Mala. 

“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,” said Peer Naubert, CEO of Bundesliga International GmbH. 

The collaboration with the Zirndorf-based company, whose head office is near Nuremberg, was coordinated by Bundesliga International GmbH in cooperation with IMG Licensing. The largest licensing partnership in Playmobil’s history aims to establish football as a permanent part of the brand world. 

Playmobil board member Bahri Kurter (l.) and Peer Naubert (r.), CEO of Bundesliga International GmbH, are looking forward to the partnership. - Dennis Weissmantel

“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. ‘Your World. Your Stadium’ shows how we bring this excitement to life in the Playmobil format.”