Schleich is celebrating its 87th anniversary with a major brand refresh.
The maker of iconic, animal-themed figurines and playsets is charging into the future with a new tagline, “Where stories begin,” as it seeks to better position itself as a champion of imaginative play that opens countless worlds with no limits.
“Schleich is known around the world for authenticity, detail, and quality, and this will never change,” says Schleich CEO Dirk Engehausen. “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.”
The new branding leans into a red and white color scheme with the company name stylized in lowercase as “schleich” within a shape meant to emulate a thought bubble. A new commercial posits a world of “What if?” in which kids get to decide the outcome through play fueled by imagination.
“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,” Engehausen says. “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.”
This summer, Schleich will roll out its refreshed brand elements across newly designed packaging, in-store displays, character foot tags, and all digital and physical assets.
Families are encouraged to share photos of their Schleich adventures on social media using the hashtag, #wherestoriesbegin.
