Licensing News

Schleich Launches its New Harry Potter Line, Wizarding World

schleich harry potter Wizarding World

Toy producer schleich has partnered with Warner Bros. Discovery Global Consumer Products (WBDGCP) to add a seventh product range to its catalogue: Wizarding World from Harry Potter.


Capturing the enchantment and wonders of the Wizarding World, the collection will launch in September 2023 with six of the series’ main characters and their animal companions: Harry and Hedwig, Ron and Scabbers, Hermione and Crookshanks, Hagrid and Fang, Luna Lovegood and a Baby Thestral, and Albus Dumbledore and Fawkes. In addition, Schleich will debut six fantastical creatures from the Harry Potter series: Dobby, Firenze the centaur, Aragog, Buckbeak, Fluffy the three-headed dog, and a Hungarian Horntail dragon.


As always, Schleich attaches great importance to the authenticity and details of the magical animals and creatures. With the launch of Wizarding World, Schleich is strengthening its position in its native German market while boosting brand visibility in its international focus markets, especially the United Kingdom, France and the United States. The magical Wizarding World™ collection perfectly complements the company’s existing product portfolio while expanding its target audience.


Fairies play in the mud, elephants can fly, sharks are best friends with cows. Whenever children play with Schleich characters and sets, they create enchanted worlds of imagination. Magical universes like that of the wizarding world, where everything is possible and creativity knows no bounds. The new Schleich product range Wizarding World perfectly combines these aspects. “The schleich brand is known for authenticity, attention to detail and quality all over the world, and Wizarding World will uphold these properties,” says Dirk Engehausen, CEO of Schleich GmbH. “Whenever children play with our characters, they immediately enter their very own universe where there are no rules, no boundaries. What embodies that idea better than Wizarding World, where so much is possible?”


“Harry Potter is extremely popular in our important international markets, such as the United Kingdom, France and the United States,” explains Kristina von Troschke, Chief Marketing Officer of Schleich GmbH. “The new product range will have a positive impact on the brand visibility of schleich in those regions.”


The range is primarily designed for children aged between nine and twelve, and will strengthen the presence of schleich among older children. Wizarding World will also appeal to teenagers, adult collectors and Harry Potter fans.


Additional characters and sets will launch at retail in 2024 and 2025, allowing Harry Potter fans old and young to re-enact the films in even greater detail and come up with their own magical stories.


The twelve Wizarding World characters and sets at a glance:


Harry Potter & Hedwig – Available from 09/2023
Ron & Scabbers – Available from 09/2023
Hermione & Crookshanks – Available from 09/2023
Luna & Baby Thestral – Available from 09/2023
Dumbledore & Fawkes – Available from 09/2023
Hagrid & Fang – Available from 09/2023
Dobby – Available from 09/2023
Aragog – Available from 09/2023
Buckbeak – Available from 09/2023
Hungarian Horntail – Available from 09/2023 3
Fluffy – Available from 09/2023
Firenze –  Available from 09/2023