Schleich’s group revenue topped 200m euros for the first time in 2019, giving the toy company a record year and greater share of its domestic German market.
In a sixth consecutive year of double-digit growth, gross revenue climbed around 11 per cent for the full year, compare with 183m euros in 2018, outstripping the average 3 per cent growth seen elsewhere in the German trade. Market share in Germany grew from 3.6 per cent to 3.9 per cent.
The company also saw positive movement in international revenue, which was in fact even stronger than in its domestic market, having also increased by double digits in the core markets of France and the United Kingdom.
Thomas Randrup, Managing Director UK & Ireland calls the UK sales growth of 56 per cent “a remarkable achievement” given the pressing issues facing all links in the supply chain.
“We largely attribute this growth to the strength of our brand, ongoing product development and strong retail partnerships,” he adds. “Our continued uplift in marketing will also hopefully ensure Schleich’s UK’s upward trajectory in the year ahead.”
In 2020, Schleich is betting big on its best-known themes and sub-brands, including Horse Club, Eldrador Creatures, bayala, Farm World and Wild Life. It also has ambitions to expand its license programme and push into new categories with new partners.
Part of this will supported by new product releases, while content in the form of a bayala DVD< launching this Easter alongside Nelson mini-books, and a video game featuring Eldrador Creatures this autumn, will flesh out the various worlds and their characters.