Playmobil: what was Hollywood thinking?

Playmobil came out in most of the rest of the world in August, and completely bombed. (It's international take to date is $12.4 million against a $75 million budget). What does Hollywood do? Brings it to America, where nobody even knows what Playmobil is, and releases it on 2,300 screens. Someone needs to get fired for this dumbassery.