Playmobil chooses Cogent

Playmobil has appointed Cogent as its consumer and trade PR agency in the UK following a four-way pitch.

Cogent will also lead on PR for the company’s rapidly-growing Lechuza brand of premium gardening planter products.

Reporting to Jamie Dickinson, UK marketing manager at Playmobil® and Lechuza, Cogent will work closely with the brands’ in-house team to launch new products and promote existing ranges.

Dickinson said: “Cogent showed it had the best understanding of our brand and the direction we need to take it forward and grow within the UK.”

One of Cogent’s first projects in 2017 will be to support the global PR campaign to promote Playmobil’s new Ghostbusters range. Playmobil has also partnered with DreamWorks Animation to develop a series of ‘How to Train Your Dragon’ play-sets.

Bruce Hutton, Cogent’s group chief executive,added: “Playmobil is an amazing brand! We are really looking forward to helping it grow in the UK and producing exciting work together that engages with its audiences and also retailers.”

Meriden-based Cogent has clients including Arriva, Benson for Beds, BMW, British Cycling, Jeyes, Kwik Fit, Marstons, Thorntons, VW Commercial, WD-40 and Yorkshire Water.