Press release -
There’s magic in the air: Schleich launches its new Harry Potter™ line, Wizarding World™
Toy producer Schleich has partnered with Warner Bros. Discovery Global Consumer Products (WBDGCP) to add a seventh product range to its catalogue: Wizarding World™.
Capturing the enchantment and wonders of the Wizarding World™, the collection will launch in September 2023 with six of the series’ main characters and their animal companions: Harry and Hedwig, Ron and Scabbers, Hermione and Crookshanks, Hagrid and Fang, Luna Lovegood and a Baby Thestral, and Albus Dumbledore and Fawkes. In addition, Schleich will debut six fantastical creatures from the Harry Potter™ series: Dobby, Firenze the centaur, Aragog, Buckbeak, Fluffy the three-headed dog, and a Hungarian Horntail dragon.
As always, Schleich attaches great importance to the authenticity and details of the magical animals and creatures. With the launch of Wizarding World™, Schleich is strengthening its position in its native German market while boosting brand visibility in its international focus markets, especially the United Kingdom, France and the United States. The magical Wizarding World™ collection perfectly complements the company’s existing product portfolio while expanding its target audience.
Fairies play in the mud, elephants can fly, sharks are best friends with cows. Whenever children play with Schleich characters and sets, they create enchanted worlds of imagination. Magical universes like that of the wizarding world, where everything is possible and creativity knows no bounds. The new Schleich product range Wizarding World™ perfectly combines these aspects.
“The schleich® brand is known for authenticity, attention to detail and quality all over the world, and Wizarding World™ will uphold these properties,” says Dirk Engehausen, CEO of Schleich GmbH. “Whenever children play with our characters, they immediately enter their very own universe where there are no rules, no boundaries. What embodies that idea better than Wizarding World™, where so much is possible?”
“Harry Potter™ is extremely popular in our important international markets, such as the United Kingdom, France and the United States,” explains Kristina von Troschke, Chief Marketing Officer of Schleich GmbH. “The new product range will have a positive impact on the brand visibility of schleich® in those regions.”
The range is primarily designed for children aged between nine and twelve, and will strengthen the presence of schleich® among older children. Wizarding World™ will also appeal to teenagers, adult collectors and Harry Potter fans.
Additional characters and sets will launch at retail in 2024 and 2025, allowing Harry Potter™ fans old and young to re-enact the films in even greater detail and come up with their own magical stories.
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About Schleich
Schleich is one of Germany’s largest toy manufacturers and a leading international brand of authentic animal figurines, igniting the joy of storytelling in children. Friedrich Schleich founded Schleich in Schwäbisch Gmünd in 1935. Today, the famous characters and sets made by the brand 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. As a global player with Swabian roots, Schleich now generates more than half of its turnover outside of its core market Germany. In 2022, Schleich had a global turnover of EUR 275 million, selling around 40 million animal figurines. Sustainability is a core commitment: As a first step, all characters will be recyclable by 2027. Schleich is also intensively researching recycled materials for the future production of its toys. In addition, Schleich will be optimizing and certifying its characters and packaging to the standards of the Cradle to Cradle® circular economy by the end of 2027 to ensure that resources are reused. The company is owned by Partners Group and Schleich employees.
ABOUT WARNER BROS. DISCOVERY GLOBAL CONSUMER PRODUCTS
Warner Bros. Discovery Global Consumer Products (WBDGCP), part of Warner Bros. Discovery Global Brands, Franchises, and Experiences, extends the company’s powerful portfolio of entertainment brands and franchises into the lives of fans around the world. WBDGCP partners with best-in-class licensees globally on award-winning toy, fashion, home décor and publishing programs inspired by the biggest franchises from Warner Bros.’ film, television, animation, and games studios, HBO, Discovery, DC, Cartoon Network, HGTV, Eurosport, Adult Swim, and more. With innovative global licensing and merchandising programs, retail initiatives, and promotional partnerships, WBDGCP is one of the leading licensing and retail merchandising organizations in the world.
ABOUT WIZARDING WORLD
From the moment Harry Potter was whisked from King’s Cross Station onto Platform nine and three quarters, his adventures left a unique mark on popular culture. Over 20 years later, the Wizarding World is established one of the world’s best-loved franchises and boasts a passionate community of fans of all ages.
Today, it represents an ever evolving and vast interconnected universe. Eight blockbuster Harry Potter films brought J.K. Rowling’s magical stories to life and fans can now dive into three epic Fantastic Beasts films, gasp at the multi-award-winning Harry Potter and the Cursed Child, play state-of-the-art games from Portkey Games, discover innovative consumer products, and thrill at spectacular location-based experiences - including five theme park lands at Universal Studios locations around the world, ground-breaking touring experiences and events, and more which celebrate special moments and locations from the magical world.
This expanding portfolio of Warner Bros. Discovery-owned Wizarding World offerings also includes the Platform 9 3⁄4 retail shops and Harry Potter New York – the iconic flagship store. Fans and newcomers alike can also delight in exploring the behind-the-scenes secrets at Warner Bros. Studio Tour London – The Making of Harry Potter and Warner Bros. Studio Tour Tokyo – The Making of Harry Potter.
With a new Max Original TV series based on the Harry Potter books on the way, the Wizarding World continues to evolve to provide its global community with fresh and exciting ways to engage. For its worldwide fans, and for generations to come, it welcomes everyone in to explore and discover the magic for themselves.
For the latest news and features across the Franchise, visit Wizarding World Digital at www.wizardingworld.com.
