Schleich Dino

At Toy Fair New York, Schleich will debut its new collaboration with renowned toy photographer and frequent Toy Book cover artist, Mitchel Wu.

Wu has developed a series of photographs that “depict the rich, immersive detail narrated by kids during open-ended play” featuring Schleich products. The collaboration is part of the company’s 85th-anniversary celebration and its new “Power of Imagination” campaign.

The Toy Book has the exclusive first look at one of those photographs — a realistically detailed T. rex that whimsically holds a pencil in his mouth as he examines the contents of a notebook.  The image was inspired by a quote from a real kid: “I feed this dinosaur because he’s my friend. He helps me with my homework.”

The first set of Wu’s photos will be on display in the lobby of the Jacob K. Javits Center from Feb. 22-25. A campaign kickoff breakfast and anniversary celebration will be held at the exhibit on Sunday, Feb. 23 from 7:30 a.m. to 9:30 a.m. Child development and open-ended play expert Dr. Sandra J. Stone will offer commentary and discussion while Wu will present a live toy photography demonstration.

Schleich will show its latest product offerings in booth No. 665.

Click here to view the Toy Book’s full coverage of Toy Fair New York.