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IndustryToys, Figurines
Founded1935; 85 years ago (1935)
FounderFriedrich Schleich
Area served
Key people
Dirk Engehausen (CEO), Erich Schefold (CFO)
ProductsSmurfs, animals, knights, elves, dinosaurs
Number of employees
WebsiteSchleich website

Schleich is a German toy manufacturer of hand-painted toy figurines and accessories. The company is headquartered in Germany. The traditional market for Schleich products is Mainland Europe, with half their sales in Germany.[1] Schleich sells approximately 30,000,000 figures each year and are represented in 60 countries, worldwide.[2]


Schleich was founded by Friedrich Schleich in 1935. Its figurines were first released in the 1950s with the development, production and marketing of comic figurines such as Snoopy and the Smurfs. In the early 1980s they added animal figurines and Muppet characters to their range of products. Until the end of 2006, Schleich was a family-owned business. It was then taken over by the British investment company HgCapital,[3] who paid 165 million euro for an 80% share.[4]

Design, Production and Materials[edit]

The design of products and the creation of tooling is mostly in-house. Production is at the German headquarters and in production facilities in foreign countries, with the figures being hand-painted in China.[5] In 2006, Schleich had about 250 employees and a yearly sales figure of around 80 million Euro.[3]

Product Lines[edit]

The current line of figurines now includes six major brands owned by Schleich.

They also have a licensing agreement currently to produce smurfs. In the past, Schleich has licensed many major brands including Marvel, DC, Disney and Peanuts, to name a few.

The first major success for Schleich was JOPO, which were bendy figures with long legs. From there, they met success with their first launch of smurf figures. Since then, they have worked with a variety of brands to bring characters to life. But Schleich's overall success today is a result of its animal figures.

Schleich Flagship Stores[edit]

In 2019, Schleich wanted to expand its distribution in North America and partnered up with several key retailers throughout the United States with store-in-store concepts known as Schleich Flagship Stores. The longest continuously running Schleich Flagship Store is Maziply Toys[6], which was launched in March of 2019. The attraction features a 15 foot T-Rex, life-sized Schleich lion, play area with play table and a large selection of Schleich figurines.

Schleich headquarters in Schwäbisch Gmünd


Schleich is currently headquartered in Schwäbisch Gmünd, Germany


  1. ^ Focus on Schleich
  2. ^ "How Schleich Toys Are Made". Maziply Toys. Retrieved 2019-12-18.
  3. ^ a b Playthings article on Schleich takeover
  4. ^ HG Capital press release on the acquisition of Schleich
  5. ^ Article on production of toys in China
  6. ^ "First Schleich Flagship Store in New England". Maziply Toys. Retrieved 2019-12-18.

External links[edit]