European identity told as a toy story

What European toys say about European views, that was the topic last week of Charlemagne (a column published in The Economist).

Some bits of the column:

"LEADERS of the European project spend much time searching for icons of a single European identity. They name “Europeans of the Year” and give awards to books—and even to journalists. [ ....... ] In the hunt for a distinctive European identity, consider toy brands, such as Denmark's Lego or Germany's Playmobil.

These firms may be dwarfed in America by titans like Mattel, but in Europe they are cultural giants, vying for top spots in markets such as France and Germany. In their designs, business models and philosophies, they offer a striking snapshot of European aspirations, anxieties and foibles. [ ....... ]

This column offers as its European of the Year Playmobil man, a short, stiff-legged, eternally smiling, plastic figure first created three decades ago, and today churned out at a rate of 80m a year. Study these little people, and you learn much about European views of globalisation, violence, creativity, America, race, gender equality and what makes a good job. For example, says Playmobil's chief executive, Andrea Schauer, “the dream of every German mother” used to be to have an engineer for a son. Parents liked to see boys assembling elaborate structures in their bedrooms; Lego is the top toy brand in Germany. In contrast, the French shun construction toys, preferring the world of the imagination. Playmobil is their leading toy brand.

[ ...... ] What of Europe's cultural identity? Examination of Playmobil figures reveals interesting things. Europeans are squeamish about warfare and armies. American shelves groan under tanks and muscle-bound action heroes; European parents are less keen. Playmobil tanks and warplanes “could certainly make big money,” says Mrs Schauer, since children write in demanding such things. But Playmobil will not make them. Europe's history, especially Germany's, rules it out. The firm also avoids links with violent licensed brands, such as Spiderman, saying it prefers older stories that leave children's imagination free to roam."

Further reading is recommended as this column touches on what European identity is about. What do Europeans have in common and what are their differences? Well here you have it, Germany goes for Lego and France favours Playmobil :-)

ps
Illustration by Peter Schrank