Press release -
90 Years of Schleich: Anniversary Highlights for Fans all Over the World
It’s a special year for schleich®: the toy manufacturer celebrates its 90th anniversary. For nine decades, schleich®’s intricately crafted figurines have been enchanting boys and girls in more than 60 countries, accompanying them through the magic of childhood. To mark this grand occasion, schleich® is inviting fans from around the globe to join the celebrations. The company will be releasing seven special anniversary figurines, unveiling two fresh product lines, and presenting many more thrilling new figurines and sets. Sustainability continues to take centre stage in 2025. Building on the resounding success of the first Cradle to Cradle® Certified toys, schleich® is introducing six more fully recyclable characters.
“For 90 years, schleich® has inspired children to immerse themselves in free play”, commented Kristina von Troschke, Chief Marketing Officer Schleich GmbH. “We have created childhood companions—true friends that teach our children empathy. With this empathy comes responsibility. This is our message for the future, because the world of tomorrow needs people who care and take responsibility.”
Anniversary Highlights
For its anniversary, schleich® is launching a special design edition: seven dazzling white animal figures adorned with vibrant patterns, celebrating diversity. With this edition, schleich® is supporting the protection of biodiversity. 5% of the proceeds from each animal sold from the edition will be donated. Additionally, schleich® is bringing back a beloved classic as Retro Edition: the iconic Large Wooden Farmyard. This limited edition is crafted entirely from wood, folds open, and comes with a built-in handle for effortless portability. The set also includes six wooden fences. With its sturdy design, the wooden farmyard is perfect for children aged 18 months and up, offering plenty of storage space to keep favourite toys at hand.
For the first time ever, schleich® will introduce collectibles for adults in the second half of the year, capturing the hearts of a brand-new audience. The inaugural collection features five exquisitely detailed horses at a 1:12 scale, marking the debut of the COLLECTORS line. These authentic and finely crafted collector horses are a tribute to the love of riding and nature, delighting equestrian enthusiasts everywhere.
2025 Product Highlights
The beloved ELDRADOR® CREATURES play concept expands with four new BattleCaves, including the epic Mastercave Smashrador, packed with exciting action features that bring battles to life. Meanwhile, HORSE CLUB fans have much to look forward to with enchanting new sets. The charming Open Stable “Little Horseshoe” is a delightful addition to any horse paddock and folds away neatly for easy storage. Two brand-new vehicles are rolling into the world’s playrooms: the Mobile Vet with Trailer and the Lakeside Truck with Trailer, ready for countless adventures on the go. Building on the magical success of last year’s “School of Magical Animals” product line, schleich® is unveiling five new characters to coincide with the release of the fourth feature film in September 2025. These characters invite children into the wonderful world of the Winterstein School.
Small, handy and oh-so-impressive: the new POCKET SETS from schleich® each include at least one human character and one animal. The first twelve pocket sets, including themes like horses, are available from January at an allowance-friendly price point. New themed sets will follow every six months.
schleich® also unveils exciting new sets featuring Hogwarts, prehistoric worlds and exotic animals from across the globe, ensuring endless imaginative play for adventurers big and small.
The Sustainability Journey Continues
schleich® remains steadfast in its transformation towards a sustainable circular economy in 2025. In 2024, the toy manufacturer launched the world’s first Cradle to Cradle Certified® Bronze figurines. This year, schleich® is introducing six more Cradle to Cradle Certified® Bronze characters to its collection. An ice bear, a koala and a grizzly bear have already been available in the online shop since January. By 2027, schleich® aims to make the majority of its figurines Cradle to Cradle Certified®.
Categories
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 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. The suitability of Schleich products for free play has been confirmed in a study by the University of Koblenz. 89% of the surveyed parents rated Schleich’s play figurines as particularly good for stimulating the imagination. Schleich generates more than 60% of its turnover outside of its core market Germany. Sustainability is a key commitment: After intensive research, Schleich launched its first recyclable figurines based on the Cradle to Cradle® design principle in 2024. These are the world's first ever Cradle to Cradle Certified® toy figurines. By the end of 2027, the majority of schleich® figurines will be recyclable to ensure the reuse of resources. The company is owned by Partners Group and Schleich employees.
