schleich. Shaping storytellers for life.

Global values, brand positioning, product positioning and creative platform.

Bringing a 90-year-old toy bang up to date.

In the tech-fuelled, IP-mad world of modern toys, how can hand-painted figurines maintain relevance and command a premium? 

Because when toys do less, kids do more.

Simplicity is schleich’s superpower. To a kid, every lion, T-Rex or lava golem is the spark of a story. (Nevermind when you put all three together.)

To launch the new strategy, we tweaked the shcleich logo to sit within a thought bubble.

We launched a new global tagline and creative platform “where stories begin.”

And we overhauled everything from product photography to packaging to point-of-sale to social, turning every brand touchpoint into a springboard for stories.