Chocolate won the account in a competitive pitch against four other agencies that included Ogilvy. The toy manufacturer has not used a PR agency for five years.
The campaign will target families but also retro games-lovers who remember the smiley-faced toys from their youth. The fee is undisclosed.
Social networking sites such as Facebook will be used for online PR, and ‘cool parents' Vernon Kay and Tess Daly will make up the celebrity seeding. Chocolate will also focus on product placement, forward features and issues hijacking.
‘Our campaign is all about reminding families of the benefits of family interaction. Christmas used to be a great time to sit with parents and play together,' said Chocolate account director Sophie Brown.
Playmobil UK marketing manager Jamie Dickinson said: ‘Playmobil has set very specific objectives to raise its brand awareness over the next few years.'
The UK toy market was valued by market research resource Research and Markets at £2.16bn last year. The declining child population has been blamed for a slow-down.
Last week, model car brand Corgi appointed Threepipe to help revive the brand (PRWeek, 23 May).