Schleich celebrates its 90th birthday

On September 18, 1935, Friedrich Schleich founded the company and started a success story: Today, Schleich is one of Germany's largest toy manufacturers and a leading international supplier of toy figures. Schleich figures are classic toys and have been enjoyed by families for generations. The popular brand's tradition also includes constant change and embracing current trends.

Celebrating diversity, taking responsibility

The anniversary campaign Making friends shows that Schleich has been giving children more than just the joy of free play for 90 years. “We create real friends who inspire compassion and promote responsibility – values that our world needs now more than ever,” says Kristina von Troschke, Chief Marketing Officer at Schleich GmbH.

Anniversary design edition

With its limited anniversary design edition, Schleich is sending a strong signal for the protection of our animal companions. The seven white animal figures with colorful patterns were in high demand at the beginning of the year and quickly sold out in many places. Five percent of the proceeds will be donated to the WWF and used to benefit animal welfare.

Always on trend, loved for generations

The oldest animal figure is the Schleich lion, which has undergone continuous development for over 50 years. Back then, it had a smooth, yellow body and a dark brown mane – today, it has a fur texture and detailed paws. Continuous change is part of Schleich's DNA. Today, the famous toy figures and playsets from the Schleich brand are sold in more than 60 countries. Schleich has more than 40,000 points of sale around the globe, both in stores and online.

Source: https://www.spielwarenmesse.de/de/magazin/branchennews/schleich-feiert-90-geburtstag/.