Marketing operation –
Four hundred francs for a Playmobil Migros box, an annoying price
The Orange giant launched its own Playmobil collection, available as part of a loyalty operation.
One of the boxes of the new Playmobil Mania from Migros.
Migros
The PlayMobil Mania Return to Migros, just over a year after its last edition. The giant Orange again offers five exclusive sets featuring the famous characters doing their shopping, gardening or making chocolate. But barely launched, the operation already arouses criticism, reports “20 minutes”.
These colored playmobil boxes, which make many children dream, are accessible via a loyalty system: you have to collect 20 vignettes to obtain a set. A sticker is given for each tranche of 20 francs of purchase. If we do the calculation, we must spend 400 francs to obtain a single box, and 2000 francs for the whole collection-all, within forty-two days, from August 12 to September 22.
Mechanics deemed excessive by many families, especially those with modest incomes, underlines “20 minute”. From the launch, votes were raised to denounce an operation deemed “inaccessible” for the general public. Others point to the explosion of prices on resale platforms like Ricardo, where complete collections are already negotiated up to 500 francs.
Faced with these criticisms, Migros defends himself in the columns of the German media, specifying that a single set is enough for “having fun”. However, organizations like Caritas highlight the gap between this type of marketing actions and the financial reality of many families.
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