Parents who witness children playing with schleich toys know there is much more to the brand than what can be seen from the store shelf. They’ve seen kids pick up the brand’s iconic animal characters and playsets and get drawn into unseen, magical worlds of story and imagination. As the beloved global brand enters its 87th year, it is redefining its mission and branding to align with this higher purpose, rich history and enduring connection to childhood joy. With a new mission of “creating characters and sets that let kids’ imaginations run wild,” a global brand reset begins with values that include sparking the storyteller in all of us, championing the limitless possibilities of free play, recognizing that there are always more stories to be told and setting children on a playful path of learning and discovery.
“schleich is known around the world for authenticity, detail and quality, and this will never change,” said Dirk Engehausen, CEO of schleich. “What starts today is a new emphasis on igniting the joy of limitless storytelling in all children through everyday play with our uniquely authentic characters and sets.”
One of the most immediate changes already entering the market is a bold, modernized, simplified logo that evokes feelings of playfulness. Emulating the shape of a thought cloud, the logo itself nods to the spirit of “What if?” at the heart of the new brand. And, the brand’s new tagline, where stories begin, is a short, memorable expression of new brand essence.
Refreshed brand elements will come to life in-store, on newly designed packaging, on the iconic schleich tag attached to the foot of every animal character and in virtually every aspect of the brand’s physical and digital presence globally. New calls-to-action embedded throughout brand elements will invite fans to share their own stories inspired by playtime with schleich by sharing photos using #wherestoriesbegin.
The new schleich brand will be introduced to the world this summer through a global ad campaign helmed by a marquee video and a wide variety of print executions. Ad creative centers around questions that spark a spirit of wonder and possibility like “Are fairies allowed to get dirty?,” “What do polar bears dream of?,” and “Do giraffes grow in the rain?” Ads will run digitally, in out-of-home executions and in cinema, and will be supported through integrated marketing channels customized for global markets.
“When we watch children tell stories with schleich products, we are reminded that their stories don’t have a beginning, middle and an end. They just continue and grow bigger,” said Engehausen. “The unfoldment of our new brand will be quite similar. It begins here today, but there is no telling where it will go over time.”