After a long break, Puppenkönig in Bonn has reopened its doors. This time, it is not a traditional store, but a Playmobil experience world. Spread over three floors and 818 square meters, visitors to Bonn city center can wander, build, and play in imaginative themed worlds. The store manages to combine toy retail with an immersive brand experience, turning shopping into an adventure.
For this extraordinary concept, Puppenkönig was awarded the “Stores of the Year” prize in the Concept Store category by the German Retail Association (HDE) in 2024.
The historic exterior façade of Puppenkönig: Even from the outside, it is clear that this is not a traditional toy store, but rather an experience. Life-size figures greet visitors at the entrance.
Atmospheric lighting, castle walls, and chandeliers mark the transition from everyday life to the world of play. Along the corridor, Playmobil figures point the way down to the adventure world in the basement, where imaginatively designed themed worlds await visitors.
Digital gaming stations, screens, and an interactive fire hose that visitors can use to extinguish virtual fires make the store experience tangible.
Play stations with original Playmobil sets, tailored to the respective theme world, invite children to join in. The store design focuses on active discovery and creative play rather than pure product presentation.
A mixture of real Playmobil figures and digital projections forms the entrance to an imaginative play world. A giant dinosaur foot serves as a futuristic play table, while dark colors and lighting effects bring the environment to life.
Photo spots in each themed world with life-size Playmobil figures invite visitors to capture memories. The Playmobil brand name is deliberately integrated to link the experience directly to the brand.
Attention to the smallest detail: Through the windows of the themed houses, visitors can see detailed city scenes with Playmobil figures, in which firefighters, police, and rescue workers depict everyday life in miniature form.
The integration of state-of-the-art technology enhances the gaming experience with digital content. QR codes in several locations throughout the store activate augmented reality experiences: when scanned, Playmobil figures appear on the smartphone and are displayed in accordance with the respective theme world.
In the middle of the store is the “Puppenküche” (doll's kitchen), a café where adults can relax while young visitors experience the world of Playmobil.
After your visit, you can take the gaming worlds you have experienced home with you. The sales area is designed like a colorful market: red and white awnings, small shelving units, and a blue ceiling with clouds representing the sky create a bright, open atmosphere.
Visitors can design their own Playmobil figure at the “Männchen-Mach-Maschine” (little man maker). This interactive feature strengthens brand loyalty through personalization.
