Profile Zapf Creation AG
Zapf Creation AG is Europe's leading manufacturer of play and functional dolls and accessories. The company is worldwide represented by own subsidiaries and employs 242 people (31.12.2008). Zapf Creation reported sales of € 104.4 million for the fiscal year 2008.
Headquartered in Roedental/Coburg (Germany), Zapf Creation markets branded play concepts that consists of dolls and a world of matching accessories that are developed to a high standard of quality, design, safety and play value.
The Company's most popular brands include BABY born®, Baby Annabell® and CHOU CHOU. The My Model branded play concept complements the Company's product portfolio for additional target groups. These globally successful play concepts have been conceived particularly for the Company's core target group - girls between the age of three to eight years. In designing doll accessories and clothes, Zapf Creation takes its lead from trends in children's fashions and general lifestyle topics and incorporates them into the roughly 70% of new products that are launched each year. The dolls' soft bodies also conceal innovative technology used in creative ways to enable diverse functions.
The branded play concepts of Zapf Creation set no limits to a girls' imagination, following the Company's philosophy, "Setting free a child's imagination". Playing with dolls also addresses social skills such as loving, caring, empathy and accepting responsibility, thereby supporting a child's personal development.
Zapf Creation is an international operating company.
The branded play concepts, most notably BABY born®, are sold in over 65 countries throughout the world. The operating business units of Zapf Creation are responsible for local sales and marketing in the world's most important markets.
Today Zapf Creation Group has 11 subsidiaries worldwide. Main offices are located in United Kingdom, France, Spain, Poland, Czech Republic and Hong Kong.
126 of the 242 employees (31.12.2008) of Zapf Creation AG (excluding the Management Board and trainees) are based in the headquarters in Roedental, 27 are working in the Marketing and Sales office in Darmstadt (Germany) and the remaining 89 work for the Group's international subsidiaries.
Zapf Creation remains the leading doll manufacturer.
Zapf Creation's market shares in European core markets prove that its international market position is as strong as ever. Trends in the doll market show that the Company's clear marketing concept coupled with high efficiency will generate a number of opportunities for gaining and expanding market shares.
In Germany, which is one of the most important markets, Zapf Creation holds a market share of 57.1 % in the segment of play and functional dolls including accessories in 2008.
| Market share Zapf Creation Group in % | Market volume for play and functional dolls including accessories in € million | |
| Germany | 57.1 | 56.1 |
| France | 6.4 | 69.2 |
| United Kingdom | 34.9 | 59.1 |
| Spain | 18.3 | 45.5 |
Quality assurance is one of Zapf Creation's central tasks
As the leading manufacturer of play and functional dolls, Zapf Creation AG gives top priority to the safety and quality of its products.
Our high value branded play concepts are subject to continuous quality and safety controls, both internal and external, because children's safety is of paramount importance to us.
Zapf Creation AG, like many other toy manufacturers, has Asian suppliers to produce its high-value branded play concepts. Many years of continued collaboration have resulted in a partner-like relationship between Zapf Creation and its suppliers. This relationship is based on trustful cooperation and uniform quality and safety standards.
All toys produced by Zapf Creation AG are controlled by accredited test centres to ensure that they conform with all legal standards as well as being examined to ensure that they meet the customer and company's own requirements before being sold on the market.
More information about the brands of Zapf Creation here.
