Schleich focuses on its unique strengths to unlock growth potential

In 2025, Schleich will celebrate its 90 years heritage as one of Germany’s largest toy manufacturers and a leading international brand of authentic figurines. Schleich`s success was built on increasing brand awareness, the introduction of its innovative playset assortment and the start of internationalization. Schleich toys support children’s motoric, intellectual, and emotional development, and have been passed on with love from generation to generation. This provides inspiration for future innovation and engagement to drive the brand to new heights.

Schleich recently overhauled and modernised its supply chain and established a new network of strategic production partners in Europe, Asia, and North America to ensure the highest quality standards and greater agility. This process is being supported by the increasing digitalization of the brand’s business processes. High-quality, long-lasting, and in the future also recyclable: Schleich`s sustainability journey has made significant progress, launching the first recyclable and Cradle to Cradle® certified figurines this year. The management team under the leadership of the new CEO Stefan De Loecker now initiates the next step to capture Schleich’s growth potential with investments in brand, innovation and internationalization enabled by a redesigned organization.

Strengthening core functions for sustainable growth
Its unique design quality, fun factor and educational value give the Schleich brand great potential on the international toy markets. The focus on innovation, internationalization, the presence in new sales channels and sustainability will further leverage the brand’s potential. Therefore, Schleich will be strengthening its core capabilities of marketing, sales and procurement by combining consumer-centric and value creating functions in one location. The aim of this strategy is to improve effective collaboration across the various teams. Schleich is planning to set up a global network of Product Creation Centers, headquartered in Munich, that will focus on innovation and development to understand and anticipate lifestyle trends and technological developments faster and more accurately.

Munich to become new Schleich headquarters
The Munich office will become the new Schleich headquarters effective from January 1, 2025. The company is looking to reinforce the team already based in Munich with key functions relocating from its Schwäbisch Gmünd site. In the Czechian capital Prague, a newly created Shared Service Center will provide typical global support functions such as finance functions and customer service, allowing for a lean and scalable organization. Schleich will be transferring its logistics operations to an external logistics partner: intention is that logistics employees will receive offers of employment from the new logistics partner. Employees in Schwäbisch Gmünd who are affected by the changes are being given the opportunity to relocate to the Munich and Prague sites. Schleich commits to diligently and responsibly work with the works council to make these changes in collaboration.

“We are convinced that by focusing on our unique core strengths, we set up Schleich for the next phase of profitable growth.” says Stefan De Loecker, CEO of Schleich GmbH. “These organizational changes renew Schleich’s commitment to contribute to children’s development through its authentic figurines in a dynamic world marked by technological innovation, where the physical play will be enriched by digital play experiences. The investments in the brand will drive Schleich’s ultimate mission to excite children and adults all around the world.”