Schleich launches Christmas reindeer design competition

Published on: 4th November 2022

Schleich is tapping into children’s imagination with the launch of its Christmas competition based on the question ‘Do reindeer always have to look the same?’

Celebrating the power of imagination, creativity and free-thinking, the brand has launched a global competition inviting children to design their very own reindeer with the unique chance to have it turned in to a real Schleich figurine. Characters and playsets from Schleich have long been stars of stories created by limitless imagination and the unbridled creativity of kids, and the campaign has been inspired by Schleich’s beliefs that storytelling brings us together and children’s natural instinct is to embrace characters’ differences to create even better stories.

Entrants can join in the fun by picking up a colouring sheet in participating stores; printing out the PDF from the dedicated microsite and uploading the finished design; or colouring the template in online. There are no limits to what they can create. Schlieich recognises that Christmas can be so individual, and the campaign enables everyone to discover and create their own Christmas story.

Schleich UK will be promoting the campaign across its social media channels as well as working with a number of social media influencers to promote the competition.

One lucky winner will be picked from each of the seven participating countries (Germany, France, US, Czech Republic, Poland, Netherlands and the UK), with the deadline for entry 16th December 2022.

In addition to the colouring competition, children were able to send in videos telling Schleich why reindeer don’t and shouldn’t look the same. Schleich has captured the overwhelming sentiment of inclusivity that kids shared, creating a multi-lingual holiday video that celebrates how differences make us unique and special.

In correlation with the campaign, the Schleich special-edition 2022 reindeer has been designed specifically to stand out, boasting festive green antlers and an eye-catching nose.

Paul Dearlove, UK marketing manager, commented: “We are really excited about this year’s Christmas competition. Providing a fun, free, festive activity, it taps in to children’s limitless imaginations, inspiring creativity and free-thinking, with the added bonus of having their creative accomplishments brought to life. We’re already very much enjoying seeing all of the entries come in and of course, looking forward to the winning designs being made in to actual Schleich figurines.”

Further information including how to enter and the video can be found at



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