Rödl & Partner advises Playmobil on market entry in China


Shanghai, 1 August 2022: Rödl & Partner has advised the Playmobil toy system manufacturer on its market entry and operational business launch in the People's Republic of China. In the course of the market entry, the Horst Brandstätter Group with its brand Playmobil was comprehensively assisted by a specialised team in all matters of legal terms. The team was led by partner Sebastian Wiendieck (overall project management) and accompanied the entire process of market evaluation, company formation, the drafting of contracts under labour law and the structuring of the market entry. To date, the corporate group had worked with a local sales partner and over 500 stores.


With PLAYMOBIL Creative Play (Shanghai) Co., Ltd., the first own subsidiary was now founded in Shanghai. The world's first PLAYMOBIL Experience Center with store was also opened in Shanghai on July 8th, 2022.


About Horst Brandstätter Group and Playmobil

PLAYMOBIL is a brand of the Horst Brandstätter Group with headquarters in Zirndorf near Nuremberg. PLAYMOBIL system toys have been manufactured and distributed in over 100 countries for almost 50 years. With around 4,200 employees worldwide, the Horst Brandstätter Group is a global player. The international group of companies currently comprises 33 companies. In the financial year 2021/2022, the Horst Brandstätter Group generated a turnover of over 758 million euros with the PLAYMOBIL and LECHUZA brands.


About Rödl & Partner in China

Rödl & Partner was one of the first German professional services firms to receive a license to operate in the country, over 25 years ago. The firm also holds a license to provide legal services, enabling to support clients in all legal, tax and audit related matters. The comprehensive advisory from a single source translates into a decisive advantage in ensuring the success of clients' engagements in China.

Rödl & Partner assists clients from our wholly owned offices in Beijing, Guangzhou, Shanghai and Taicang. Its experienced teams support mainly German and European companies that operate in China via subsidiaries and offices, carry out one-off projects or want to gain a foothold in the Chinese market.

Advisors Playmobil

Rödl & Partner Shanghai

Sebastian Wiendieck, Partner and Overall project management, Attorney-at-law

(Deutschland), Registered Foreign Lawyer (China)

Li Wang, Associate Partner, Legal Counsel (Corporate Law)

Jianan Xu, Senior Associate, Legal Counsel (Corporate Law)


Contact Person Picture

Sebastian Wiendieck


+86 21 6163 5329

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