I suspect - well, actually, I know - that there are people who are buying 'Friends/Big Bang Theory/Simpsons' Lego sets and that will be the only Lego set they ever buy.
Lego are definitely better at pushing their demographic upwards - my 12 year old nephew still requests the architecture sets, for example and he doesn't play with Playmobil anymore. But I wonder if the 'puzzle' element of it comes into it.
I'd struggle more to think of who would drop 300-400 euros on a big Playmobil set. Even for the small number of collectors - why would you buy such a set? I have two Castles 3666. I paid £50 for one on ebay and £10 (!) for another one on Gumtree. For now, I think the second hand market kills off re-issues of the really big sets because they can't really compete.
Hah.
You wouldn’t believe what people would buy if you make it shiny enough, attractive enough and ‘exclusive’ enough.
Many of us here have lots of Steck, we’ve been collecting a long time, we know the market and know where to get what for cheap.
But new, potential adult collectors? If given the choice between trawling ebay for second hand stuff or being offered new, off the machines Steck easily online or in shops, albeit for a higher price?
I think most people underestimate the potential for growth in that area.
(I have lots of Steck and I would still buy more ... because.)
And even if, as you say happens with Lego, they were one-off purchases spurred by nostalgia, or by the nice adverstising, it would still be more sales than what they have now. It could also be in some cases, one hopes, the start of a collecting addiction that would lead to more purchases.
The adult toy collecting business is huge. People drop 800 euro on Lego Millenium Falcons. They drop 250 - 300 euro on 12 inch action figures. Why wouldn’t they pay premium sums for Playmobil aimed specifically at them?