Schleich is going big at retail in the U.S. this holiday season.
The popular German brand of figurines and play sets is following the opening of more than 20 flagship retail shops with four holiday-themed pop-up stores, a new e-commerce platform, and partnerships with Toys “R” Us and FAO Schwarz.
At the FAO Schwarz flagship store in New York City’s Rockefeller Plaza, families will find an immersive new presentation (pictured top) featuring a giant Schleich tiger and a mixed-reality digital rock wall that brings the company’s Eldrador Creatures franchise to life.
Later this month, visitors to the new Toys “R” Us Adventure locations in Chicago and Atlanta will find Schleich as one of three featured brands that will be brought to life as part of the experience plotted by Tru Kids Brands and Candytopia. Kids will be able to explore a full Schleich jungle where they will be able to ride in a kid-sized Jungle Explorer vehicle and escape from the jaws of a T. rex.
“As the parents of any Schleich-loving child can tell you, the real gift of our highly realistic toy figurines and playsets is how they cause children to become lost in the expansiveness of imaginative play,” says Annie Laurie Zomermaand, Schleich USA’s chief commercial officer. “These new experiential retail initiatives and our new e-commerce platform help mimic that sense of wonder and magic in the retail environment, and bring the Schleich brand to life for customers.”
Schleich holiday pop-up shops will open soon at Nashville’s Opry Mills; Roosevelt Field Mall, Garden City, New York; Stonebriar Centre, Frisco, Texas; and Concord Mills, Concord, North Carolina. Families visiting the holiday pop-ups will be able to make shopping lists that can be saved to Schleich’s new e-commerce site, which will launch in November with a full range of products across six themes: Horse Club, Wild Life, Farm World, Bayala, Dinosaurs, and Eldrador Creatures.
Schleich’s biggest Horse Club play set ever — the Large Horse Stable with House and Stable — is featured in the Toy Insider‘s 2019 Holiday Gift Guide.