Press release -
After the transformational year of 2025: Schleich sets the course for sustainable growth
Schleich, the leading international manufacturer of authentic toy figures, has laid the foundation for its next phase of growth after an intensive transformational year in 2025. With a sharpened strategic focus, the company is positioning itself for the future while deliberately strengthening its competitiveness.
Key priorities include new product concepts and target groups, a modernized look and feel for the playsets, a more focused sales strategy, and a redesigned supply chain. In addition, key management positions in sales and finance will be filled in the coming weeks to consistently support strategic development.
At the same time, Schleich remains true to its core brand values: quality craftsmanship, imaginative storytelling, and uncompromising product standards that have shaped the brand for over 90 years.
“We would like to thank our trading partners, suppliers, and strategic partners for their continued support. The company is well positioned for the future and will continue to stand for high-quality products and reliable, cooperative partnerships - as our business partners expect and appreciate,” says Dr. Manfred Ziegler, CEO of Schleich.
This year, the focus will be on the established core brand HORSE CLUB and the dynamically growing ELDRADOR® product line. Both lines will be strengthened by numerous new products and content designed to build brand loyalty and inspire consumers over the long term.
In addition, Schleich is expanding its licensing portfolio to include The Walt Disney Company, adding another internationally strong brand to Harry Potter™. Schleich plans to introduce a new collectible series and innovative product concepts for the growing target group of so-called kidults.
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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 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 toys 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. As a global player, Schleich now generates more than 60% of its turnover outside of its core market Germany and sold around 40 million animal figurines worldwide in 2024. The company is owned by Partners Group and Schleich employees.
