Following its recent sale to Partners Group, German toymaker Schleich has a new agency of record in the U.S.

The company behind Horse Club saddled-up with Brilliant PR & Marketing, a leader in marketing for juvenile and family brands. As part of the newly-inked deal, Brilliant PR will handle media and influencer relation, content creation, and the development of strategic, integrated-brand campaigns to support high-performance niche markets in the US, the brand’s investment in flagship retail environments in the US, and expanded content offerings including digital apps, and the potential development of feature films based on Schleich’s original IP.

“We are thrilled to have Brilliant PR as the Schleich agency of record,” says Annie Laurie Zomeraand, Schleich USA chief commercial officer. “We trust their vast knowledge of the toy industry will give the brand a competitive edge in the market, and look forward to our partnership journey.”


Since 1935, Schleich has offered traditional toys, such as highly-detailed figurines and play sets. Based in Schwäbisch Gmünd, Schleich toys are sold in more than 50 countries globally.

“We have tremendous respect for Schleich, not only for its legacy of quality craftsmanship and links to the origins of imaginative play, but for the bold steps its taking to grow and stand out in the global toy market,” comments Kathleen Tomes, president of Brilliant PR & Marketing.

Earlier this year, Schleich appointed new executives to lead its U.S. operations, which includes the expansion of the brand’s retail footprint through experiential pop-up shops in select toy stores. In the months ahead, the company will debut line extensions for many of its popular brands, including Horse Club, Eldrador, Farm World, Dinosaurs, and more.