Schleich Launches Search for ‘Chief Storytelling Officer’

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Schleich has launched a search for a child who has what it takes to become a chief storytelling officer.

Known for its animal characters and playsets, the toymaker seeks a young storyteller with a powerful imagination to fill the role. The CSO will receive $10,000 and get to star in Schleich’s 2021 holiday ad campaign.

With the help of their parents, children can audition virtually throughout the month of September by sending in a video; or by registering for an in-person casting call at FAO Schwarz in New York City on September 25.

“We certainly spend plenty of time at Schleich thinking about animals and fantasy characters. But you might be surprised by how much of our time goes to thinking about storytelling and imagination, the true cornerstones of our brand,” said Kelli Masilun, Schleich USA’s director of marketing, North America. “But since our office is full of grownups, we often find ourselves in need of the type of storyful inspiration that can only come from our world’s greatest storytellers — kids themselves.”