Wolfgang Blatt

I genuinely love to play myself. I love communication, I enjoy being around people, and I love seeing children smile. I grew up in the hospitality industry. Back then, people would play cards, roll dice and try all sorts of games together. That taught me to appreciate both play and human connection. This passion fuels me. When people are happy, when children’s eyes light up, it gives me an incredible amount of strength and energy.

Wolfgang Blatt

Not at all. At first, I thought I should find a job like everyone else, so I trained as an information electronics technician at the Institute of Physics in Heidelberg. But somehow, something was missing. Then I met a wonderful woman, and together we travelled around the world for a year. In Thailand, New Zealand, the United States and many other countries, we kept discovering special toy stores, creative games and places where children could experiment and explore. My wife is a social educator, and at some point we said to ourselves: this is exactly the kind of thing we would love to do. When we returned home, had children of our own and started looking for a toy store that matched our ideas, we realised that nothing like it really existed here yet. During our travels, for example, we had seen how creatively and playfully toy stores in Portland approached the subject. We brought those impressions back with us and developed our own concept from them. At the time, Urmel was a character associated with quality and charm. And wooden toys are where my roots are. That is how the idea for “Urmel Wooden Toys” was born.

Wolfgang Blatt

It was in Weinheim in 1994, and it quickly became a success story. Seven years later, we had already made our way to Mannheim.

Wolfgang Blatt

Mannheim had always been a dream of mine, because of the way people speak, the people themselves and the overall quality of the city. Everything comes together here. I love Mannheim and have never regretted the decision. Then this retail space became available. You could call it coincidence, but I would rather call it fate. We were simply lucky, and that is how Urmel arrived in Mannheim in 2001.

Wolfgang Blatt

It needs a great many places like this because they are where life happens. People are not just here to buy things. This is one of the few places where interactions are still emotional and personal. If someone has a problem, I am here for them. We are human beings, not machines. People are becoming accustomed to automated shopping in more and more aspects of life, without ever speaking to another person. To me, that is the wrong direction. People need people. Urmel is a place where you can come, receive advice, try things out and have a chat.

Wolfgang Blatt

Absolutely. Mannheim is often spoken of negatively, but the city has so much to offer. Short distances, the Quadrate, two rivers, museums, the Kunsthalle and so much more. It is incredible what you can find here. Everything is right on your doorstep. Our catchment area is large. Through social media and my short videos, people travel to us from Freiburg, Würzburg, Frankfurt, Darmstadt and Karlsruhe. Of course, you can have everything delivered to your home these days. But when someone sees a video and thinks, “I have to go there,” the visit itself becomes an experience. Children sometimes recognise me from the videos, but nowadays adults stop me as well.

Wolfgang Blatt

Children are often overlooked. I am sorry to say that, but that is how it feels to me. There is a strong focus on consumption. Yet children need the freedom to move around independently. If they cannot do that, then not enough thought has been given to their needs. I would love to see more simple, child-friendly features in the city centre. It often does not take much. Things like hopscotch markings on the pavement can make a difference. When children feel comfortable, parents come too. They sit down for a coffee, have a chat and spend time together. That sense of community is important to me. More broadly, I would like Mannheim to become even more welcoming for cyclists and pedestrians, greener, with more trees and more consideration for children. Accessibility is important, of course. As a retailer, I depend on it. But at the same time, people need the freedom to move around. A child should be able to walk somewhere on their own. Green spaces, traffic calming, accessibility, child-friendliness and quality of life all belong together. And I do see the city moving in that direction in several areas.

Wolfgang Blatt

My store is naturally my living room, and I truly enjoy being here. But if we are talking about somewhere outside the store, then it is definitely Franklin. I cycle there via Spinelli and the bike highway. Everywhere I look, I see playgrounds, children and sports facilities. Then there is the Kneipp pool and the forest. Franklin offers a tremendous amount of space and freedom for families and children. I can feel a sense of new beginnings there, and even the buildings have a futuristic look. For me, Franklin is a great example of how a city can create space for families and children. I was one of the first people to move there. Back then, much of the area was still undeveloped. An incredible amount has happened over the past few years. Especially in the evening, when the sun is setting and children are still playing outside, you can tell how comfortable they feel because they are free. People need to feel that sense of freedom. I think Mannheim is heading in the right direction there.

Wolfgang Blatt

My advice is simple: do not let anyone steer you away from your path. Think about what you are good at. If you feel there is a need for it, put it out into the world and follow your own path. Of course, you also need to think economically. I would not recommend starting a business blindly. But if you have a dream, do not just keep dreaming about it. Go for it and make it happen.

Wolfgang Blatt

Business acumen is essential today. In the past, you might have been able to run a toy store differently, but now you have to pay very close attention to how, where and what you do. Perseverance is important, as is believing in yourself and in your concept. Above all, though, you need genuine love for the whole idea. When someone walks into the store, they should immediately feel its personality and character. A successor inherits something special, but it should also be enjoyable. Money alone is not enough. It takes much more than that.