Global Toy Company schleich® Expands ‘Share Your Stories’ Initiative While Preparing to Open 100th Flagship Retail Location in North America

schleich®, the world’s leading manufacturer of animal characters and playsets, is amplifying its Share Your Stories initiative.

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Since 2022, the brand that lets imaginations run wild and shapes storytellers for life has surprised and delighted thousands of kids who have shared story videos inspired by playing with schleich® toys. As schleich® continues to encourage kids of all ages to capture their creativity, the brand is making it easier than ever to share their stories with the brand community. This year, kids and their parents can easily record and share their #schleichstories videos directly on the schleich® website, with additional opportunities to share in-person at participating flagship retail locations across North America.

“Since it launched in 2022, our Share Your Stories initiative has continuously celebrated the magic of imaginative storytelling in kids of all ages,” said Kelli Masilun, Senior Director of Marketing for Schleich North America. “The expansion of this program to integrate our growing footprint of flagship retailers is a natural way to give kids and families a larger stage and more ways to have fun together.”

Beginning Saturday, April 27 on National Tell a Story Day, a new online feature will allow kids and their parents to record and upload their story videos to the schleich® website using their smartphones. The same technology will allow kids to create story videos live at schleich® flagship retail locations. Throughout the year, kids will also be able to visit select flagship retailers to share their stories through traveling interactive video kiosks and during live, in-person storytelling events at three of the newest schleich® flagship retailers. Events will kick off at the Science Museum of Oklahoma this July, culminating with a special celebration at the 100^th schleich® flagship installation this fall marking the end of the campaign.

“Schleich flagship stores feature life-sized schleich® characters, interactive features and hundreds of schleich® toys and playsets lined up on the shelves waiting for their tales to be told. It’s hard to imagine a more perfect setting for inspiring new stories,” said Masilun. “The new video capture tool on our website, our traveling video kiosks, and live retailer events make it fun and easier than ever for kids to share their stories in the moment they imagine them!”

Throughout the Share Your Stories campaign, schleich® is giving away hundreds of toys to spark magical storytelling from kids coast to coast. Kids who share their stories with schleich® will also be eligible to receive shout-outs on the brand’s social channels, appear in a schleich® commercial, or receive a $200 shopping spree at schleich-s.com.

Need inspiration to get started? schleich® Chief Storytelling Officer, Marcello -- selected from hundreds of kids who auditioned at FAO Schwarz and via a nationwide talent search in 2021 -- will be sharing video tips on the brand’s YouTube channel and website.

For more details on the schleich® Share Your Stories program and to locate your nearest flagship location, visit https://us.schleich-s.com/pages/share-your-stories and follow #schleichstories on Instagram, Facebook and YouTube.

About Schleich

Schleich is one of Germany’s largest toy manufacturers and a leading international brand of authentic play figurines, igniting the joy of storytelling in children. Friedrich Schleich founded Schleich in Schwäbisch Gmünd in 1935. Today, the famous figurines and sets made by the brand schleich®, are sold in more than 60 countries and have become a beloved feature in children’s rooms around the world, letting kids’ imagination run wild. A study by the University of Koblenz confirms that Schleich toys are well suited to free play. 89% of parents surveyed rated Schleich's play figurines as particularly stimulating to the imagination. As a global player with Swabian roots, Schleich now generates more than 60% of its turnover outside of its core market Germany. In 2023, Schleich had a global turnover of EUR 234 million, selling around 35 million animal figurines. Sustainability is a core commitment: As a first step, the majority of figurines will be recyclable by 2027. Schleich is also intensively researching recycled materials for the future production of its toys. In addition, Schleich will be optimizing and certifying its figurines and packaging to the standards of the Cradle to Cradle® circular economy to ensure that resources are reused. The company is owned by Partners Group and Schleich employees.

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