Many parents know the scene: the tablet is off, the toy box is full, and still the question comes up of what to play. A new survey by Playmobil puts a number on the wish behind it. According to the survey, three quarters of parents in Germany would often rather see their child play creatively without digital media. The brand’s answer is Playmobil hi!, a system that uses technology to get play going, not to replace it.
A backpack that talks
At the heart of Playmobil hi! is a small backpack with a built-in speaker that fits on any Playmobil figure. Magic stickers start different audio content via NFC technology, played in high sound quality. Children choose between four ways to play:
- Sounds: soundscapes and spoken words that pull children deeper into their own story
- Play ideas: short prompts in words, sounds and narration that send the game in new directions
- Games: interactive adventures in which children make decisions and shape the plot
- Stories: audio plays to listen to and act out together
What parents said in the survey
The figures come from a representative online survey on the potential of digital toys, carried out by Appinio in August 2026 among 500 parents of children aged 6 to 14, with quotas by age, gender and federal state. For 90.9 percent, a toy is attractive if it keeps surprising children with new ideas and makes them want to keep playing. 80.8 percent would like targeted prompts for more play. Asked what a contemporary toy should do, 40.1 percent named encouraging creativity through free play and 36.8 percent named stimulating the imagination again and again.
A developmental psychologist on play
Playmobil quotes Prof. Dr. habil. André Frank Zimpel, professor of learning and development at the University of Hamburg and head of the Centre for Neurodiversity Research (ZNDF) Hamburg/Eppendorf. His observation: in play, children are “a head taller than in everyday life”. They give figures new roles and things new meanings. Digital sounds and voice prompts can provide the first spark, but he draws a clear line: “Which worlds emerge from it is decided by the child.”
Worlds and prices
Playmobil hi! has been available online and in shops since the beginning of October 2026, for four play worlds: pirates, police, zoo and riding stables. There are four ways in. The Ready-to-Play Set contains everything needed to start playing straight away and costs from 179.99 euros (recommended retail price in Germany). The Activation Set combines backpack and magic stickers for 89.99 euros. The interactive audio backpack on its own costs 69.99 euros, extra magic stickers 19.99 euros.
About Playmobil
Since its launch in 1974, Playmobil has produced more than 3.8 billion figures. The 7.5 centimetre figures are at the centre of over 40 play themes sold in around 100 countries. The brand belongs to the Horst Brandstätter Group, based in Zirndorf near Nuremberg.
Our take
Playmobil hi! does not pretend that screens are the enemy. The technology moves into the figure, the eyes stay on the play world, and the child decides the story. For families who want less tablet time but still like a little magic, it is an idea worth a closer look.
