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Toy brand Schleich will showcase new figures and play sets in its Wild Life range at the TFWA Asia Pacific fair |
GERMANY. German toy company Schleich is poised to showcase its product line to travel retail buyers at the TFWA Asia Pacific show in Singapore next month.
The company is already establishing itself in the travel retail sector at airports across Europe.
Globally renowned in the toy industry, Schleich is a leading designer and manufacturer of high quality, lifelike animals, historical figurines and fantasy play worlds for children and collectors of all ages.
“Every piece is a world toy and regardless of your home continent and native tongue, they are self explanatory and require no instructions,” the company said.
“Schleich prides itself on being a forerunner in presenting children with the opportunity for development through play and has established this with its new registered strapline “˜Anywhere’s a Playground’.”
Products include dragon figures and toy elephants.
Toy display packages
For travel retailers, Schleich has developed a signature high-end POS system aimed at children and adults.
Most of Schleich’s products are sold with no packaging, allowing direct play by children while in-store, making each retail outlet a destination for imaginative play, the company explained. “As such, a large percentage of sales are driven by impulse buy rather than retail season,” it added.
Wide-ranging appeal
The appeal for Schleich’s products is said to be wide-ranging, from families travelling together to businessmen wanting to bring back something fun for their children.
Designed to be small enough to carry, yet high quality and affordable, the company aims to offer a wide variety.
“Particularly in tough economic times, consumers place value high on their list of priorities when purchasing toys and are willing to pay more for those with an educational dimension than for something considered trendy which will fall out of fashion,” said Schleich.
“Our figurines and play worlds offer many levels of value because the learning opportunities are not geographically static. Children can play with them indoors, outdoors or in the car, plus they can be passed on within the family and played with across age and gender groups.”
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This toy depicts a fixed-wing prop plane common in Africa, the Australian outback and South America |
Collections for 2010
Visitors to the TFWA show in Singapore will be able to view the company’s latest product launches for 2010. They include new animals and wildlife play pieces – all of which are modelled by nature and intricately painted by hand – as well as a major extension to the fantasy collection known as Bayala.
The Bayala range comes complete with elves, dragons and unicorns plus a new tribe for autumn called Arelan, which fits with the Bayala collection and is expected to be a major attraction for young boys fascinated by the fantasy worlds and stories that surround the range.
Also new to the collection will be the Tinuveel elf riding set, which combines characteristics from both aspects of the Bayala lands. The set includes an elf, saddle, horse-gear and reins for the unicorn, and are also designed to fit Schleich’s middle-sized Farm Life horses.
Additions to Schleich’s other play worlds include new figures and play sets in the Wild Life range. To epitomise the adventurous nature of this world, Schleich is also launching an inspirational new item. The new Schleich Plane portrays the traditional fixed-wing prop plane that is commonly seen in the widest regions of Africa, the Australian outback and the plains of South America.
About Schleich
Schleich, founded 75 years ago by Friedrich Schleich, is one of the largest toy manufacturers in Germany and a leading provider of original play concepts internationally. Its toy figurines are sold in over 50 countries.
As a global player, the company is majority owned by the European investment group HgCapital. Other shareholders are the two Managing Directors, Paul Kraut and Erich Schefold.
The design of the Schleich play worlds and the creation of the production tools are undertaken in Germany, as are the quality and safety tests. Production takes place both at the company’s German headquarters in Schwäbisch Gmünd and in other production facilities overseas.
For details, e-mail Kerstin Steinmetz, Travel Retail Manager, at kerstin.steinmetz@schleich-s.de Visit www.schleich-s.com
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