I like your optimism
I had another thought just now (because of LEGO actually, they do it AFAIK)What if.... it is something about releasing sets or a special line created or inspired by fans submissions? (with acknowledgment of course)
I may try a silly guess there but what if it was only the brand new logo ?Playmobil, share the smile which is just what Tricornejock.com has done 5 years ahead of this creative team of geniuses Only kidding, of course !
I don't know what Triconejock.com did, but I don't think it's a "just change of logo". It's announced as an EVENT ... and the word SHARE is key.