Bavaria / Franconia / Nuremberg15.09.2015Symbol of the Reformation in Miniature Format
The Nuremberg Convention and Tourist Office - together with the German National Tourist Board and PLAYMOBIL - has created a new representative of the Reformation: Martin Luther as a miniature toy figure.
The major exhibit “The Early Dürer” in the Germanisches Nationalmuseum in 2012 was the first occasion for which the Zirndorf toy specialists from PLAYMOBIL and the Nuremberg Convention and Tourist Office (CTZ) worked together to create a specially-themed toy figure: The artist himself, Albrecht Dürer. This limited edition figure was not designed for general retail sale, but was available from the CTZ and in selected museum shops. Collectors rushed to purchase them; Nuremberg hotels used the figure as a “give away” for valued customers and the reasonably-priced souvenir was a favorite purchase at the Tourist Information shop. The Prado Museum in Madrid, where the Dürer self-portrait that inspired the figure can be seen, has sold more than 27,000 in its museum shop.
“This success encouraged us to continue the excellent partnership with PLAYMOBIL and – in cooperation with church representatives – to design a ‘Martin Luther’ which can be an ambassador of the Reformation throughout the world”, said Tourism Director Yvonne Coulin. The German National Tourist Board (DZT), which has been responsible for international marketing of the Reformation Decade since 2008, supported the idea from the beginning and will use the figure worldwide. All 36 places where Luther lived and worked are depicted in a miniature brochure with a map of Germany which is included in the figure’s packaging. The first production run is 34,000; the sale price is 2.39 Euros. The Reformation figure can now be purchased at the Tourist Information shops in Nuremberg or can be ordered in the Internet within Germany and the EU (http://tourismus.nuernberg.de/shop/ )
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