Schleich Celebrates 85th Anniversary With ‘Power of Imagination’ Campaign

schleich golden lion

Schleich USA is celebrating the company’s 85th year with an integrated marketing campaign, limited edition figurine, and more. The American arm of the manufacturer of animal figurines based in Schwäbisch Gmünd, Germany, Schleich enters its 85th year with global sales that have grown by double digits in each of the last six years.

Schleich is bringing the stories of open-ended playtime to life with its animal figurines and playsets through a new marketing campaign for 2020. Built on the insight that it is often challenging for grown-ups to perceive the depths of kids’ open-ended play experience, the Power of Imagination campaign seeks to remind grown-ups just how sensational and fantastic a child’s imagination can be.

“While adults might only see kids moving figurines around a play space, we know that the unparalleled detail and realism of our products inspire kids to imagine a world where dinosaurs help with homework and bears do backflips into outer space,” said Annie Laurie Zomeraand, co-managing director of Schleich USA. “This campaign is all about breaking down the barrier between what parents see and what their kids experience. We hope to inspire grown-ups to do even more to help empower kids’ imaginations by reminding them just how magical those imaginations can be.”

To bring the campaign to life, Schleich is collaborating throughout 2020 with toy photographer, Mitchel Wu, to develop a series of photographs that depict the detail narrated by kids during open-ended playtime with Schleich products. The brand will introduce the initial set of images at an experiential exhibit in the lobby of the 2020 New York International Toy Fair at the Jacob Javits Center. Toy Fair attendees and press are invited to an exclusive campaign kickoff breakfast and anniversary celebration at the exhibit on Sunday, February 23 from 7:30 – 9 a.m. The event will feature commentary from child development and open-ended play expert, Dr. Sandra J. Stone, and live photography demonstrations by Mitchel Wu.

Golden Anniversary Lion

A highlight of Schleich’s 2020 anniversary year will be the release of a limited-edition golden lion figurine. The lion is a symbol of the pride and dignity with which Schleich looks back on the last 85 years. Its golden coloring and glittery mane represent the value of the brand. Six colorful brush strokes, a nod to the way Schleich figurines are decorated, represent the Farm World, Wild Life, Dinosaurs, Horse Club, bayala, and Eldrador Creatures thematic worlds from the Schleich range. The lion will be available in select stores during the August–September promotional period and cost $6.99.