Schleich brings theatre to FAO Schwarz London

The toy company debuts brand new interactive digital tables in a pair of impressive in-store displays, alongside its signature life-size animals

Written by Rhys Thomas

Posted 01.11.2019 | Retail

Schleich brings theatre to FAO Schwarz London thumbnail
Schleich has further expanded its brand presence with a pair of impressive displays at FAO Schwarz’s first two European locations.
FAO Schwarz opened its new flagship store at Selfridges, London on 22 October and yesterday followed up by cutting the ribbon on a second European outpost in Dublin at Arnots department store.
Life-size lion and tiger displays take centerstage in both the new locations, alongside a brand-new feature for Schleich displays: interactive digital tables.
The toy company took advantage of the high-profile openings to debut this new display features, which includes a dinosaur game at the perfect height for kids to play, presenting a further opportunity to engage directly with the end consumer.
Paul Dearlove, Schleich Trade Marketing Manager, says: “We believe in bringing back the magic of visiting a toy shop, which is why we are delighted to be such a central part of these new locations.
“Not only do they show a fantastic variety of our collections, they are also displayed in a hugely eye-catching way, adding a modern twist with the addition of our digital play tables.”
Schleich’s Golden Donkey retail displays have also got off to a strong start. The campaign launched at the start of October and will run until Christmas Eve, with participating retailers receiving a Golden Donkey figure to place within their Schleich display in store.
Special displays installed across the UK and Ireland task customers to find a code hidden on the bottom of a gilded Donkey, before heading online for the chance to win prizes. There are 20 prizes up for grabs worth a total of over £1,000.

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