14,5 Mio.

Roblox Impressions

+29 %

Brand Awareness

2nd

best-selling toy at Amazon Black Friday

Agencies

Mediaplus
 

Client

Playmobil 
 

Year

2025

Location

Germany
 

Industry

Retail
 

Services

Creative & Content

Media & Data

Awards

FOMG: 1x Silver, 1x Bronze 

 

Internationalist - Media Innovation Awards: 1x Platinum

Overview

With Sky Trails, Playmobil responded to the shift toward an increasingly digital target audience by launching a new brand for Generation Alpha. At the core of the campaign was an immersive Roblox game that made the physical product digitally experienceable even before it was available in stores. Driven by creators, in-game ads, and a cross-media extension reaching all the way to TV and OOH, the campaign created a digital product experience that turned Sky Trails into the most talked-about toy of the season.

Challenge

The toy market is in trouble

A target audience on the verge of moving into online games and digital worlds, combined with a slightly dusty image of the industry: for the iconic brand Playmobil, it was clear that it was time to act, not react. In response to the difficult market situation, Playmobil launched Sky Trails, a completely new brand that deliberately breaks with the classic Playmobil world.

The goal was quick sales effects — but above all, winning over a completely new and quite demanding target audience: Generation Alpha. Kids between 7 and 12 who have long felt at home in digital gaming worlds and on social media.

How do you get digital natives excited about a completely analog product? Mediaplus had to find a way to make Sky Trails experienceable in Gen Alpha's world, even before the physical product was in their hands.

Solution

Mediaplus and Game Changer (GroupOne) created an immersive online game, identical in design to the physical Sky Trails, but placed right in the middle of Gen Alpha's digital playroom: on Roblox (an online gaming platform with hundreds of millions of active users). The first product experience, with no actual product involved at all.

The strategy was clear: if Gen Alpha was going to enter the Sky Trails world, the campaign first had to enter theirs. The Roblox experience offered a native, playful first point of contact with the product and was far more scalable than any physical approach. Inside the experience, kids could get creative, build their own tracks, test them, share them, and even experience them immersively via first-person view.

Built on the characteristic behavioral codes of the community and the platform, the application was never designed to feel like advertising, but as a native gaming experience. To spark hype quickly, the communicative impulse came organically from the community: Roblox streamers made the game known, supported by YouTube pre-rolls and Roblox in-game ads. Online video, TV, cinema, and OOH additionally won over the parents.

Strategically, the experience did more than drive quick activation: it built a long-term digital community for a physical product.

The Result
On Amazon Black Friday, Sky Trails became the second best-selling toy. At the German Toy Award, Sky Trails even took 1st place.

Services Provided

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Awards

FESTIVAL OF MEDIA GLOBAL

1x Silver, 1x Bronze

More Info

INTERNATIONALIST INNOVATIVE MEDIA

1x Platinum

More Info

Key Takeaways

#1

Digital experiences scale product touchpoints better than the product itself

#2

Native gaming environments activate young audiences without feeling like advertising

#3

Community hype driven by streamers beats classic campaign logic with Gen Alpha

Further cases from Mediaplus

About Mediaplus

Mediaplus is one of the largest independent media agencies in Europe and part of the Serviceplan Group, headquartered in Munich. Founded in 1983, the agency group brings together around 2,200 specialists across more than 20 wholly owned offices worldwide. Through partner locations, Mediaplus maintains a presence at 42 sites globally. Its service portfolio includes Media Strategy & Innovation, Data & AI, Performance Marketing, and Commerce & Retail Media. With its AI framework, House of AI, Mediaplus combines proprietary data models with market expertise to deliver measurable brand growth. Mediaplus has repeatedly been ranked among the leading independent media agencies in both the WARC Media 100 and the RECMA Quality Ranking, and was named Media Agency of the Year at the German Media Awards for the fifth time in 2026.

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Sebastian Kron Photo
Sebastian Kron
Mediaplus
General Manager
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