LG Electronics collaborates with German Playmobil for figurines

The company releases figurines of its refrigerator, washer-dryer, and oven with concept of “the world's cutest home appliances"

Jeong-Soo Hwang 1

2023-07-06 16:34:52 hjs@hankyung.com

Advertising & Marketing

LG Electronics Inc. unveiled its collaboration with the famous German toy brand Playmobil on Thursday, creating home appliance figurines.

South Korean electronic giant introduced three types of home appliance figurines, including an all-in-one washer-dryer called WashTower, InstaView refrigerator and InstaView oven, as well as three types of character figurines such as an installation technician, cooking influencer and interior designer, through the crowdfunding platform Wadiz.

This pre-release promotion is aimed at generating excitement before the official crowdfunding campaign begins on July 25.

LG Electronics conducted this collaboration to provide easy and enjoyable exposure to the brand through home appliance figurines for their future customers, Generation Alpha in their teens or younger, while also appealing to Generation Z as collectible items that spark their desire to collect.

Until July 25, LG Electronics will introduce three sets of figurines, each consisting of a product and a corresponding set of characters, along with storytelling on the Upcoming tab of the Wadiz app. The character figurines are named Henry (product installation technician), Nora (cooking influencer) and JayJay (interior designer).

The refrigerator and oven figurines, called InstaView, are designed to depict the inside of the door, with interior lighting turning on when knocked, simulating the Knock-on feature that allows users to peek inside. The WashTower figurine, representing an all-in-one washer-dryer, showcases the advantage of space efficiency by combining a washing machine and dryer into one unit, along with detailed features of the central control panel.

"We produced Playmobil figurines with the concept of 'the world's cutest home appliances' to provide a special customer experience to our future customers and increase brand favorability," Executive Director of H&A Brand Communications Noh Sook-hee at LG Electronics said. "We will continue to make various attempts to become a beloved brand for all generations."

Write to Jeong-Soo Hwang at hjs@hankyung.com