The initiative goes live this month to increase awareness with pre-school children and their parents.
Schleich has partnered with Dr Amanda Gummer to launch a nationwide nursery campaign in support of its entry level pre-school ranges, Farm World and Wild Life.
The company will be targeting 200 nurseries with the campaign, providing resources to more than 8,000 children. The activity will run throughout July and will deliver Schleich toys, activities and a 16 page educational play brochure to the core audience of children from 3-5 years old.
Each nursery has been asked to hold an ‘Educational Play the Schleich Way’ day with animal based activities, games and colouring sheets based on the Farm World and Wild Life collections. The kits will also offer a take-home brochure, written and supplied by Schleich and leading child psychologist Dr Amanda Gummer, with a whole host of ideas and information about a balanced play diet.
Schleich has also worked with 50 of the top UK bloggers to review the brochure and the pre-school Farm World and Wild Life collections, providing invaluable feedback and coverage for the brands, with a reach of nearly 2.5 million impressions.
Further coverage will be received through distribution through independent toy stores and also the 110 Early Learning Centre stores.
Jeremy Robinson, country manager for Schleich UK, said: “We are very pleased with outcome of the brochure we have created, which gives parents plenty of ideas and information on creating a balanced play diet for their children. We are delighted to be able to take our Schleich pre-school collections into nurseries as well as direct to parents through the Early Learning Centre. Animal play is the one of the first play patterns children learn about and our activity pack is designed to enhance the child’s experience of this.”