Crisis-hit German toymaker eyes a 'Swift' boost from Taylor as it turns 50

As Playmobil turns 50, the German company behind the popular plastic figures is hoping that pop megastar Taylor Swift can help it shake off a slump in fortunes. — Photos: AFP

As Playmobil turns 50, the German company behind the popular plastic figures is hoping that pop megastar Taylor Swift can help it shake off a slump in fortunes.

Playmobil has in recent years lost ground to rivals, in particular Lego, the world's number one toymaker whose sales are 10 times greater than those of its German competitor.