The pride of Hamleys

Schleich’s life-size Golden Lion model takes prime spot at Hamleys in London to celebrate the toy company’s 85th anniversary

Written by Georgie Dobie

Posted 09.09.2020 | Retail

The pride of Hamleys thumbnail

Shoppers who venture to Hamleys in coming months will come face-to-face with a life-size Golden Lion model, installed pride of place in the toy store’s third floor in celebration of Schleich’s 85th anniversary.

The striking figure can be seen standing atop a working waterfall and temporarily replaces the incredibly popular life-size model of a rare White Tiger, which has become a focal point in the store.

The in-store theatre heralds the introduction of a limited-edition anniversary Golden Lion figure, which has been selling fast across selected retailers since its launch in August.

Paul Dearlove, Trade Marketing Manager, Schleich UK says: “It is great to see this new Hamleys display finally in place. Its placement not only signifies a landmark year for Schleich, but also how we have continued to support our retailers throughout this difficult year.

“Despite the footfall in Central London being down, it’s important that we do our bit to create interest for consumers that make the journey into town. Our lion is certainly worth the visit to this most famous of toy stores.

“Hamleys, alongside other retailers, is also helping Schleich with its anniversary celebration by selling the stunning Schleich’s Golden Lion with its striking golden coat and six colourful brush strokes on its hind that reflect the brand’s lovingly hand-painted finish to all its figurines and also the six franchise play worlds in today’s Schleich portfolio.”

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