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Schleich units new imaginative and prescient: ‘Shaping Storytellers for Life’

Main toy character producer Schleich GmbH is redefining its function and model story with the implementation of a brand new world model technique, together with a brand new emblem and new tagline, “schleich® – where stories begin”. Representing the biggest single funding within the 87-year historical past of Schleich GmbH, the model relaunch will roll out from July 2022 through an intensive worldwide model marketing campaign.

Because the core of the brand new model technique, Schleich is placing elevated emphasis on igniting the enjoyment of storytelling in youngsters each time they play with its uniquely genuine characters and units, encouraging kids to let their imaginations run wild by unstructured play. Reflecting the truth that “children are always inventing new stories, constantly experimenting and discovering the world through their imaginations,”, Schleich’s new tagline – “where stories begin” – will underpin all advertising actions from July 2022 and is clearly seen as a part of the brand new emblem.

“Schleich is known around the world for authenticity, detail and quality – this will always be the DNA of our products”, explains Dirk Engehausen, CEO Schleich GmbH. “However Schleich has at all times been greater than a model that makes nice characters. When youngsters play with our characters, they’re instantly swept away into their very own non-public universe. Over the past two years, we have now taken it upon ourselves to make this core component of our model each seen and tangible.

“When children pick up the Schleich characters and sets, they are drawn into unseen, magical worlds of the imagination. Every Hippopotamus, every Tyrannosaurus Rex, every Lop-Eared Rabbit is the start of an exciting, ever-evolving story. Parents who witness their children playing with the high-quality characters know there is more to the Schleich brand than just toys. Schleich is a source of inspiration for stories – Schleich awakens the joy of storytelling.”

“Children are curious and question their environment and what is happening around them every day. We are reflecting this mindset and curiosity in our new brand values,” says Victoria Sutch, Chief Transformation Officer, who manages the model course of at Schleich. “We are taking the children’s enquiries a step further by playing intensively with the ‘W’ questions that can broaden their horizons: ‘What if?’ and ‘Why not?’ In addition, during the development process we have refreshed our logo as the most visible element of the schleich brand.”

The Schleich emblem has been modernised and simplified. Emulating the form of a thought cloud, the brand a nods to the spirit of “What if?” – the important thing query on the coronary heart of the brand new model. The brand new tagline “where stories begin” is a brief, memorable expression of the brand new model essence. The logos of the six product strains have additionally been revised to seem brisker and extra playful.

The rebranding additionally features a revised packaging design, new POS supplies and the attribute Schleich flag on every character. The packaging supplies at the moment are additionally extra sustainable – plastic is averted wherever potential and changed with recycled and recyclable supplies.

A brand new visible language is a key component of the brand new model technique. That is characterised by genuine play eventualities with a give attention to limitless creativeness. Youngsters are thus depicted as they really play – completely different product strains and toys are mixed, characters are dressed up or depicted in fully new contexts. For instance: a cow swimming in an aquarium; a fairy taking part in within the mud; a dinosaur having enjoyable at a road carnival.

The model’s digital channels are additionally being modernised – together with a relaunch of the Schleich web site on the world stage. By way of new calls-to-action embedded all through model parts, Schleich will invite followers worldwide to share their very own tales impressed by playtime with its characters utilizing the #wherestoriesbegin on Instagram or Fb.

Schleich GmbH will introduce its new model idea in July 2022 by a global umbrella model marketing campaign helmed by a marquee video and a wide range of print executions. The advert marketing campaign centres round imaginative “Why” questions that spark a spirit of surprise: “Do giraffes grow in the rain?”, “Can lions keep a secret?”, “What do dinosaurs eat?” and “Can a tiny zebra make the sun shine?” Adverts will run digitally, in out-of-home executions and print media and can be supported by built-in advertising channels customised for world markets.

“When we watch children tell stories with schleich products, we are reminded that their stories don’t have a beginning, middle and an end. They just continue and grow bigger,” says Victoria Sutch. “For our new brand strategy, we are taking inspiration from the children and initiating a living process. We are excited about how we will develop the schleich brand in the coming years.”

The brand new model technique was conceived and applied by the companies 72andSunny, Amsterdam and Visitors Productions, Munich.

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