Schleich expands US reach with branded flagship initiative

Around 25 branded experiences in key retailers will launch by year’s end, and intitial feedback has seen sales double in participating stores

Written by Rhys Thomas

Posted 26.04.2019 | Retail

Schleich expands US reach with branded flagship initiative thumbnail

Schleich has announced plans to expand its footprint across the US with a new regional brand experience launching in select flagship toy stores nationwide.

The latest shop is set to open at ABC & Toy Zone in Rochester, MN on Wednesday, 1 May.
Schleich recently opened its first three flagship locations in Beverly Hills and San Mateo, CA, as well as the Boston suburb of Kingston, MA. The company plans to open as many as 25 shops in toy stores around the country by year’s end.
The new Schleich flagship stores are an outgrowth of the toymaker’s successful pop-up shop concept that it debuted at a local mall in its home market, Charlotte, NC, during the fourth quarter 2018.
“We are delighted with the early success of our retail initiative and look forward to expanding the Schleich flagship program to many more stores from coast-to-coast,” says Oliver Krause-Huckleberry, Head of Noth American Marketing, Schleich USA. “Our specially-designed flagship stores provide consumers with the full Schleich toy and brand experience, from our beautiful figurines and feature-rich playsets to life-sized animal models and more.”
Each 150 to 250 sq.ft. Schleich brand experience includes colorful branded signage and showcases the company’s individual figurines and playsets for all six of its signature play worlds: Farm Word, Wild Life, Horse Club, bayala, Dinosaurs, and Eldrador Creatures. Retailers may also opt for display-sized figurine models to further delight their customers, including a 15-foot t-rex or life-sized lion, tiger or horse, in addition to a play table for hands-on fun in-store.
Beyond branding, product, and life sized displays, flagship partners are supported with a comprehensive communication plan, including public relations, social media and marketing. Early sales results from the retail partners participating in the program have exceeded expectations, with all reporting magnificent sales increases resulting directly from the new format.
Scott Mazerall, Owner of Maziply in Kingston, MA, reveals that the initiative saw “Schleich skyrocket to our number one performing brand,” over the weekend, and Jill Wahlquist of Tom’s Toys in Beverly Hills, CA, said sales of the Schliech brand doubled in the first two weeks the display was installed.
“What a great start for Schleich and us,” added Daniel Janoska and Keith Schumacker of Talbots Toyland in San Mateo, CA. Schleich sales have increased 50 per cent over last year and a reorder is imminent. Schleich has been our number one brand for animal figures since the start and I don't ever see that changing.”

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