Schleich commences largest marketing campaign in its 87-year history

Published on: 23rd September 2022

Schleich’s first ever brand advertisement will run during autumn/winter, while the wider campaign features combines digital, YouTube, VOD and OOH marketing.

SchleichFollowing the unveiling of the brand’s new global strategy and relaunch in July, Schleich has embarked on its biggest marketing campaign in its 87-year history, supporting both the overall brand and its key individual franchises.

Forming part of its international umbrella campaign, the programme of activity sees Schleich run its first ever brand advertisement to further support the new global strategy, logo and tagline: ‘Where stories begin’. Airing from this month and running across autumn/winter 2022, the 30 second manifesto ad is designed to communicate the joy of storytelling in children, using its authentic characters to pose imaginative questions that spark a spirit of wonder such as ‘Do giraffes grow in the rain?’ and ‘Can lions keep a secret?’ The campaign features a comprehensive mix of digital, YouTube, VOD and OOH marketing including nationwide digital poster sites.

In addition, Schleich continues to support its key individual franchises with a combination of TV (including CITV, Milkshake, Nickelodeon and Pop), digital and YouTube, also kicking off from September.

Schleich Sofia's BeautiesLeading the way is Horse Club Sofia’s Beauties, which launches in October. An offshoot of the Schleich’s hugely successful Horse Club, the new property features authentic horses with beautiful, long manes and luxuriant tails which can be brushed, decorated and interchanged for endless styling options. The TVC features the two larger play sets in the range. The fully portable Horse Pop-Up Boutique features a wide choice of accessories which can be used to decorate the manes before admiring the results in the mirror. In the beautifully detailed Horse Beauty Salon, children can pamper the horses with elaborate equine beauty treatments, plus there’s a pedestal for styling, a podium for presenting the finished looks and a drawer to store clips and beads.

The Horse Club TVC focuses on the three new Horse Club sets including the brand’s first modular offering, the extendible Lakeside Riding Centre. This set includes three stalls, a wash station, a hayloft with sleeping bags and fences which can be connected to make a large paddock. Three horses with saddles and blankets and two fully flexible figures are included. The Centre can be assembled and expanded in a variety of ways with a base and two additional new extension models – the Horse Stall Extension and Horse Shop (both featured in the TVC).

In the ever-popular Dinosaurs world, meanwhile, the TVC will feature the new Dinosaur Transport Mission set featuring a truck, Triceratops and Dino researcher, Luis, as well as established favourites in the range including the Volcano Expedition Base Camp and the Large Dino Research Station.

View the Schleich brand advert below.


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