At the end of the 1990's a new trend in the economy and thus a new, lucrative business area for the company arose: TIPP-KICK games were increasingly used as promotional gifts by companies. This trend was strengthened by the prospect of Germany's hosting of the World Cup in 2006.
The TIPP-KICK brand has a very high recognition factor in Germany, Austria and Switzerland. Traditionally this game is primarily played and sold in these countries. There is room for expansion in the rest of Europe, particularly because there were in some cases also other "in" football games available on the market. One of the main competitors of TIPP-KICK was the SUBBUTEO game from England, but production was stopped in 2000.
Strengthened efforts to promote the sale of the game in other countries have been made a primary objective of the Mieg company, which has been managed by Mathias and Jochen Mieg, the third Mieg generation, since the 1990's.
The Mieg company- the smallest toy company in Germany
As a result of the problem of strong fluctuations in demand, the Mieg company has awarded many production processes theypreviously carried out themselves until 1998 to suppliers.
Thus, for instance, the foundry and the plastic moulding plant have been outsourced. The kickers are moulded in a foundry located 8 km away, while the plastic parts are supplied by a plastic moulding plant located 300 m from the company headquarters. More than 80% of the kickers and keepers are painted in Tunisia.
As of 2006, two complete games will be manufactured in China. These games are destined for the new planned export markets in South America and Asia. The end customers, but also specialty toy traders, will also be pleased at further innovations surrounding the cult TIPP-KICK game planned for the coming years.