Why? Why? Why?

Sympathetic figure provides sympathy Marketing

The high recognition value, you stand out from the crowd of your competitors, while increasing consumer acceptance of your customers. The concept of premium items and the main product should fit together. Children will enjoy, shopping is an experience, instincts are controlled, surprise, children eat products with added references rather, exchange opportunities and collecting fun, positive image character.

Why does the human play?

We speak to one of the original form of human life. Games were there always in all cultures, even in the animal world. Play serves our species conservation. It provides a natural balance between body and mind. And our recreation can also serve self-education. Explore and test boundaries.

For some it is very motivating a game to win and for others, the plot is important to be able to react off of experiences. The Brockhaus says that gambling is an activity that is done for the joy of it, in contrast to the dedicated work. Apparently, Aristotle and Plato have co-written at the Brockhaus because they found that the game is the recovery of mental effort and thus the work is beneficial!

Why does the human collect?

Each person collects something. Often he is not aware of this. The cultural history shows us that mankind has followed a development from hunters to gatherers. Thus was the man who first wandering hunter who will only settle down with his collector of naturals. Those who had accumulated so many different tools and weapons was in advantage. Today we see it more the other way around. Man collects and then becoming a wild hunter for rare and special objects.

Premiums vs Price promotion

Why the use of premium items? In economically difficult times polarized the decision whether an item is added or not. One side chooses because of falling sales and profits decreased. Alternatively, are often driven price action to short-term sales boost. The price level is raised again after 2 weeks, there is a risk that the consumer perceives this as a negative change in its price sentiment.

Other customers choose exactly in times like these to enhance their products with a premium. A giveaway is “nice to have “. It disappears after a campaign again, price and brand essence of the affected product remain unchanged. At this moment we are talking about a VALUE!

Where to find premiums?

Basically, we describe the use of premiums as “sympathy marketing”. Our clients want to make their consumers happy!

  • As part of a children’s menu
  • As an onpack or inpack promotion
  • as promotional gifts for promotion teams
  • As a component in bonus programs, for example collectors points
When are premiums set?
  1. For an integral part of the product: product story
  2. Seasonal promotion: for example Christmas, Easter, Halloween, Carnival
  3. Customer retention & Customer Loyalty: Recurring events
  4. Differentiation from the competition
  5. Response to competitive actions
  6. Strengthen brand- show creativity
  7. Repurchase rate by e.g. Collectibles increase
Generic theme vs license theme





Vorteil generisches Thema Vorteil Lizenzthema
Abgrenzung vom Wettbewerb – da einzigartiges Thema. Gesteigertes Interesse aufgrund der Bekanntheit der Lizenzthemen.
Zeitlos – da keinem Trend verbunden. Schnelle Umsatzsteigerungen möglich!
Kostenpauschale für die Entwicklung und Betreuung. Keine Lizenzkosten. Sehr gut geeignet, um auf kurzfristigen Trend „aufzuspringen“ – kann sich sehr positiv auf das Image auswirken.
Langfristige Kundenbindung möglich Kann ihrer Marke mehr „Profil“ verleihen.
Keine Nutzungseinschränkungen! Kooperationen mit Lizenzpartnern möglich!
Nachteil generisches Thema Nachteil Lizenzthema
Unbekannt – muss erst langsam aufgebaut werden. Polarisiert, d.h. „Thema gefällt oder gefällt nicht“. Im negativen Fall – kein Abverkauf.
Bei Ablehnung des Themas, keine Chance auf guten Absatz. Häufig sehr hohe Lizenzgebühren.
Vergleichbare „starke Lizenzthemen“ haben Vorrang. Ist das Thema „out“, muss es ersetzt werden.
Langfristige Kundenbindung in Frage gestellt.
Nutzungsrechte, Territorien sind häufig sehr eingeschränkt!


The development of a premium

Want to know how the process looks at the development of individual character? We give you the opportunity once to look behind the scenes!

How much time should I plan?

Please understand that a well-developed concept takes time. The following timing contain sufficient buffer (eg approval) which may possibly be reduced. Get an overview, which instances the product goes through before it reaches you. All delivery times may vary due to order size, release times and changes. An exact schedule will be created together with our offer.

Toy Safety (DIN EN 71)

Our products are generally not suitable for children under 3 years. Small parts of the products can be swallowed or inhaled. All items will be tested in the principles of the European Union (2009/48/EC) to DIN EN 71 (parts 1-3), as well as cadmium and phthalates. The articles or their packaging must be marked with appropriate warning signs, according to the Directive. Many of our developments are appropriate if necessary, even for direct food contact. All have on the European market provided toys carry the CE mark. With the CE mark we confirm that the product complies with the requirements of the directives of the European Union.

Social responsibility

Most of our products, particularly the lovingly hand-painted miniature collectible figures and plastic toys, made in China’s southern Guangdong province – the so-called “workbench of the world”. Fair labor standards are very important and therefore we are proud that the production plant of our figures was one og the first 200 companies in China, engaged in the ICTI CARE process. (ICTI = International Council of Toy Industries). The most important rules of this international standards are available here.