Schleich’s Horse Club Goes Digital


Schleich is rolling out a whole new digital experience for Horse Club. Schleich’s first-ever digital app, Horse Club Horse Adventure, is a fully immersive equestrian world featuring four friends with a shared love of horses, created especially for girls ages 5–12. Accompanying the app’s launch are new figurines and playsets, a new membership club, in-store activations, and more.


“We’re so excited about all the new Horse Clubintroductions and activities rolling out this fall,” said Annie Laurie Zomermaand, Schleich USA’s chief commercial officer. “We’re delighted to provide Horse Club enthusiasts across the country with even more great ways to engage with the rich and vibrant Horse Club characters, friendships and breeds for hours of fun and learning, across multiple platforms.”


Among the Horse Club products launching this month are figurine sets of Hannah & Cayenne, Sofia & Blossom, Lisa & Storm, and Sarah & Mystery. Also new for 2019 is the expansive Large horse stable with house and stable, Schleich’s largest playset to date. The new human figurines have articulated arms and legs for more realistic movements and enhanced creative play.


The Horse Club Horse Adventure app and Horse Club membership program feature the line’s main characters and their horses, ready for new adventures. Kids can join the club by downloading the app or purchasing Horse Club products online or in-store at participating retailers. Select retailers will also feature special posters and membership cards with QR codes as well as coloring pages and other hands-on activities throughout July.


The app is free on Google Play for Android and available for a one-time membership fee of $3.99 for iOS and Amazon. The app enables girls to create their own rider and horses, choose a riding outfit, care for and train their horses for competitions. Users can take off on missions, complete tasks, collect horseshoes, and more, as they expand their horse-based knowledge with nearly 400 quiz questions.


Schleich is also offering a variety of Horse Club-themed activities online at and on social media, including promotional videos and takeovers by each of the Horse Club girls, beginning with a virtual celebration of Hannah’s birthday on July 23.