Schleich USA, Mitchel Wu Invite Kids to Celebrate the ‘Power of Imagination’ Through Toy Photography

At Toy Fair New York, Schleich USA kicked off a yearlong celebration of imagination.

With the help of acclaimed toy photographer and occasional Toy Book/Pop Insider collaborator, Mitchel Wu, Schleich unveiled a collection of photographs that brought to life ideas that were shared by kids. Now, kids are being invited to take their own photos for a chance to win toys from Schleich.

Beginning today, kids can take their own photos as part of Schleich’s Power of Imagination Photo Contest. Kids are encouraged to “use their time at home to create photographs depicting the sensational storylines and rich, immersive details that come to life for them during open-ended playtime with Schleich figurines and playsets.” To support kids’ efforts, Wu has created a series of videos that provide insight into his techniques and process complete with tips and tricks for snapping the best shots with toys at home.

“There has been a powerful response to the images we created to remind grownups just how spectacular and vivid a child’s experience can be when engaged in open-ended, imaginative playtime,” says Annie Laurie Zommerand, chief commercial officer for Schleich USA. “Asking kids themselves to now help us continue bringing their imaginations to life with their own photography felt like a perfect way to continue our yearlong celebration while inspiring and engaging kids at home.”

From May 13-June 5, kids and parents can visit the Power of Imagination website to see Wu’s existing gallery and to submit their own creations. Ten finalists will be revealed on June 6 and receive $100 prize packages when voting for the grand prize winner opens on Instagram. The winning entrant will receive a $500 prize package.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.