The Roblox Unbox

Creative idea

Launching Sky Trails, Playmobil faced a tough challenge: excite the digital-native Generation Alpha about a completely physical toy. The answer: The Roblox Unbox, the world’s first product experience without the actual product. We let kids play Sky Trails before they could buy it by creating an immersive Roblox game identical to the toy, where they could build, share and ride trails in advance. Streamers sparked hype from inside their culture, while a cross-media campaign reached both kids and parents.

Brand name: PLAYMOBIL®
Advertiser / client: PLAYMOBIL®
Product / service: Sky Trails
Campaign name: The Roblox Unbox
Agency network: SERVICEPLAN
Agency: SERVICEPLAN Group, Munich
Media agency: MEDIAPLUS Germany
Additional company: MEDIAPLUS Germany, Game Changer, INSIGHT, Saatchi & Saatchi München
Production company: Game Changer
Web address: https://www.playmobil.com/
Agency chief executive officer: Alex Schill
Chief creative officer: Maximilian Florian Schöngen, Till Diestel
Creative director: Aleksander Zawada, Theresa Fechler
Art director: Hans Zieringer, Natalia Arbelaez Salgado, Danilo Silva Toledo
Copywriter: Jonas Frey
Designer: Jan Malicki
Account director (agency): Evgeniia Lisitskaia, Nadiia Dobrydnik, Angela Fabbiano
Client account director: Martin Schwarz
Managing director: Sebastian Kron, Kristin Heckelmann, Karol Masalski
Strategic planner / strategist: Jan Drechsel
Senior planner: Aleksander Gręziak, Przemysław Folholc