LEGO City promotion in Germany

Well, summer is almost upon us and most of us think of that beach or trip away from the world of work. Traditionally it does also mean that there is a slow down in sales – I know that in France and Germany there is a big push for swimming pool/beach related toys/items.

So LEGO does not really fit in here, but nevertheless the need to ensure that the product is still out there and in the eye of the parent as well as child.

The photo below shows the big push for LEGO City this time with the first half of the year sets getting the big ticket treatment.

LEGO DE display
There is a huge emphasis on being a City Hero – so Fire and Police sets are prevalent but I am not sure how a refuse truck matches that billing as well!

This is quite interesting. Whilst LEGO has a presence within the shop window, a bit further on was a massive hands on display for Playmobil. These two giants really do go head to head especially in Germany so both are keen to ensure that their products are the ones that are purchased.

Now as AFOL’s we also know what is coming up in the future in terms of themes and such – Airport, Volcano and a Petrol Station all make it into the ranks for the latter half of the year as City sets. It is a bit of sheer cheek that the push is for the “older” sets when in 2-3 weeks time, the first new ones will start to appear.

I can see how the non-savvy parent may feel well and truly annoyed by picking up the Police Boat for their child (or themselves) and then a few weeks later there is a demand for another set that has just been released. It does pay to do your homework and have the knowledge at times so that the hard earned currency is not spent on a whim, but a calculated decision.

Such displays are great as a visual feast for the child, but must be a parent’s nightmare. Fortunately, I have a 4 year old who is obsessed with Disney Pixar Cars and this kind of display just goes over his head.


My name is Keith and I am a AFOL. Currently an expat living out in Basel, CH, but have a firm footing back in the UK when time permits. I have had had Lego ever since I can remember - and only until my wee one came along have I re-kindled the flame for building again. I also run, a resource site for the 1-75 series of miniatures by Matchbox. There are only three themes that I am get/collect (finances permitting) - City, Creator (Advanced and Expert) as well as the classic Star Wars sets from Eps IV to VI (anything else does not exist). I also keep an eye in Europe with ample chance to see how France, Germany and Switzerland market and offer LEGO.

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