Strictly, they're different coat of arms, from a heraldic point of view. One lion (blue=azur) is seen from the front while the other is seen from the left side, and it's black (sable). So they can't be the same family. Otherwise, the style of the designs is quite similar.
Just my two cents…
I agree with Arnaud, the coat of arms show different factions rather than all belonging to the same group or family. But, similar different coat of arms may be used to represent different factions or corps within the same group or family... In my story the lions are an extendend family, each group have their own coat of arms, may it be the lion faces front, right or left, has a crown or not, etc etc...
The idea of the bodyguards is a good one. If, lets say, the lion family has 5 different groups/factions then each family can offer their best man as a royal guard to the prince/king or leader of the extended family, thus each man bearing the coar of arms of his group...
Or maybe they all bear the coat of arms of the leader, but with a small variation on the coat of arms to signify their origin... This last one is not easy with playmobil heraldy, but I am sure Arnaud can cook up something