The Swabian toy manufacturer Schleich remains successful and continues its growth path for the sixth year in a row. In the 2018 financial year, the company achieved a global increase in sales of around 17 percent to EUR 183 million.


Strong sales in Germany

In Germany, sales even increased by 26 percent. Schleich is thus continuing to grow well above the market average for the German toy trade, which grew by two percent in 2018. The toy manufacturer not only achieved double-digit growth in Germany, but also in the important markets of France and Great Britain. This extraordinary growth also took place in the other European markets that are important for Schleich. The basis for the ongoing growth are the classic Schleich figures and the expansion of the popular play worlds: sets from the “Horse Club” and “Farm World” theme worlds in particular were among the favorites in children’s rooms last year.

Schleich, one of the largest toy manufacturers in Germany and a leading international supplier of realistic animal figures, ended the 2018 financial year successfully. Thanks to sustained global growth, the toy manufacturer achieved gross sales of around EUR 183 million (previous year: EUR 156 million), an increase of around 17 percent. At the same time, the company was able to increase its market share in the German toy market from 2,9 percent to 3,4 percent.

Classics and innovations

The “Horse Club” theme world achieved the highest absolute turnover of all Schleich product lines last year. Over the course of the year, Schleich was able to place two Horse Club items in the top 50 (18th, 34th place) of the toy market with the “Rider Farm with Female Rider and Horses” and the “Large Horse Farm with House and Stable”. The horse farm was also named "Top 10 Toys 2018" by the Federal Association of Toy Retailers BVS eV.

But the play sets from the popular Farm World and Wild Life theme worlds were also among the favorites in children's rooms in 2018 - favorite products from the Farm World play line were the "Farmhouse with Barn and Animals" and the "Tree House Adventure". At Wild Life, the company concentrated on expanding the Jungle range last year: In addition to new realistic animal figures, this also included sets and an off-road vehicle.

Furthermore, Schleich further developed the Eldrador® Creatures concept in 2018. The new creatures from the worlds of lava, ice, stone and water are particularly popular with action-loving fantasy fans between the ages of seven and twelve.

Outlook strategy and forecast

The aim is to further expand the company's previous success: "We have again set ourselves ambitious goals for the current year. We are confident that we will be able to inspire even more consumers with our figures and play worlds in 2019. Double-digit sales growth rates are planned for all markets,” says Dirk Engehausen, CEO of the Schleich Group. "We want to further strengthen our position in the market and generate additional, sustainable growth."

The continuous expansion of the individual brand worlds with additional figures and new playsets was a key growth driver in the past financial year. "The focus continues to be on the targeted further development of the diverse theme worlds," says Engehausen.Themenwelt bayala® with its own cinema film in 2019

A very special highlight awaits fans of the enchanting fairy world of bayala® in 2019: in cooperation with Ulysses and Universum Film, the Schleich figures in “bayala® – The Movie” will be making their screen debut in German cinemas on October 24, 2019. The products from the film will be presented at the toy fair in Nuremberg, as will the new products from the pre-school lines Farm World, Wild Life and Dinosaurs, as well as from the theme worlds Horse Club and Eldrador® Creatures.

Emotionalization of the brand

In addition to the further development of the product lines, Schleich continues to pay great attention to the presentation and emotionalisation of the brand. Creative campaigns for the high season and other buying occasions as well as the increased use of large models are intended to increase consumer engagement. Schleich will also set more accents in the digital area: in 2019 there will be new digital content for all themed areas as well as various social media campaigns.


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