Schleich kicks off its 85th anniversary celebrations

Limited edition golden figurine helps to mark milestone occasion for company.

2020 is marking a special year for Schleich, with the company celebrating its 85th anniversary.

Named after founder Friedrich Schleich – who created the company in 1935 – Schleich was originally based in Stuttgart and sold velvet-covered dolls made of wire and wood.

The first bendable figures came in 1957, with the Smurfs arriving in 1965. In the 1980s, Schleich began producing animal figures which have formed the core business ever since.

This month sees the launch of a limited edition Golden Lion which aims to symbolise the company’s ‘fond reflection’ on the past 85 years. In addition to a striking golden coat, six colourful brush strokes on its hind reflect the brand’s handpainted finish to all its figurines, while also representing the six franchise play worlds in today’s Schleich portfolio.

The Schleich workforce was also given the opportunity to submit their own drawings of what they would like to see as the special edition creation.

“Although we’ve have had to curtail some of the physical birthday celebrations, we are still proudly celebrating this milestone achievement,” said Paul Dearlove, marketing manager at Schleich UK. “The unique Golden Lion is arguably the most stunning figure that the company has ever produced and we are expecting it to be extremely popular with fans and the pinnacle of their collections.”

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