Immerse into the fantasy worlds with Schleich
Schleich introduces new characters to the playroom
At this year’s London Toy Fair, visitors can expect some very special highlights from Schleich.
To tie in with the release of the feature film “The Smurfs 2”, Schleich is launching a range of
new Smurf figurines onto the market. Girls can look forward to the magical ice elves, while
boys can escape into an action-packed fantasy world featuring courageous knights.
At the London Toy Fair Schleich will be presenting its range of just over 100 new items from various
themed worlds.
A particular highlight for young and old at this year’s Toy Fair are the inhabitants of Smurf Village.
When our small blue friends hit the silver screen again this summer in an animated 3D film, Papa
Smurf and co will be on everybody’s lips once again. To coincide with the release of the blockbuster,
Schleich will be launching figurines of the well-known and much-loved movie Smurfs – including Papa
Smurf, Smurfette, Vanity, and even the Naughties Vexy and Hackus – from May 2013. For those who
can’t wait that long, the toymaker will market another new series of occasion Smurfs, fans can acquire
the Sorry, Valentine’s Day or Thank You Smurfs for a range of occasions from January.
The world that revolves around bayala is utterly enchanting. With the delicate elves and mythical
creatures that populate this realm, Schleich was the first company to bring a unique fantasy world onto
the market, one that is set for further expansion in 2013. This year will see the new ice elves
augmenting the current range. Featuring a snow white colour, these figurines will entice children into a
realm of ice crystals and snowflakes, starting in September. The highlight of the range is the adaptable
ice sleigh that promises endless fun. Delicate, colourful butterfly elves will have young girls’ eyes
lighting up from January onwards.
In July 2013, two imaginatively designed groups of knights will ensure plenty of fun among the boys.
Rather than good battling against evil, here you have smart, agile griffin knights taking on their
opponents, the strong, muscular dragon knights. That leaves more scope for creativity while at the
same time enhancing the play value. The figures move on foot or horseback and come equipped with
elaborate armour and weaponry. Waiting to transport the leaders of the knightly orders are awesome
dragons and griffins. Among the highlights are the wings of these creatures, which are for the first time
movable for an added dimension of fun. But that isn’t all, with the help of magnetic connections, the
dragon and griffin knights remain securely in the saddle even while flying around the kids’ playroom.
Excitement is guaranteed but who will emerge victorious from battle?
Schleich’s love of detail is particularly evident in the realistic animal figures from the Wild Life and
Farm Life series. This year’s focus in Farm Life is on the new horse figurines, which are particularly
popular among the girls. These noble animals appear in characteristic poses, some of them boasting
elaborately braided manes. Dinosaurs with movable jaws, seals and bears also await their cue in the
playroom, all looking amazingly lifelike. Complete animal families with father, mother and offspring
perfectly round off the fantasy. Equally charming are the animal scenes, such as kittens playing with a
ball of wool or cute bunny rabbits at their feeding bowl.
Lars Schilling, Marketing Director of Schleich, is delighted with the new products: “For the year 2013,
we have once again managed to achieve an imaginative and at the same time surprising product
range. I am convinced that our diverse catalogue has something to match every taste. My personal
favourites are the new edition of Smurfs and the completely new groups of knights.” With its carefully
designed, hand-painted figures, Schleich remains true to its special responsibility towards children and
parents. The brand name has traditionally been a byword for educationally valuable products of the
highest quality.
About Schleich
The company, founded 77 years ago by Friedrich Schleich in Schwäbisch Gmünd, is one of the
largest toy manufacturers in Germany and a leading provider of original play concepts internationally.
The famous toy figurines from Schleich are sold in over 50 countries and have found their way into
children‘s rooms all around the world. As a global player with Swabian roots, today the company is
majority owned by the European investment group HgCapital. Other shareholders are the three
managing directors Paul Kraut, Erich Schefold and Dr Thomas van Kaldenkerken. The design of the
Schleich play worlds and the creation of the production tools are done in Germany, as are the quality
and safety tests. The production itself takes place both at the company‘s German headquarters in
Schwäbisch Gmünd and in other production facilities
abroad.
Press
For more information, images or interviews:
Schleich UK Ltd
4 Stansted Courtyard
Parsonage Road
Takeley
Bishop‘s Stortford
Hertfordshire
CM22 6PU
Telephone: +44 (0) 1279 870000
Email: [email protected]
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