Schleich launches first standalone pop-up

Toy company known for animal figures makes first bold step into retail with seasonal pop-up and plans to replicate the success across the States in 2019

Written by Rhys Thomas

Posted 28.11.2018 | Toys

Schleich launches first standalone pop-up thumbnail

Schleich is taking a major step into retail with the launch of its first-ever standalone pop-up.

The temporary retail venture has opened at the SouthPark Mall in Charlotte, NC, USA, where Schleich’s US headquarters is located, offering an assortment of 160 of the firm’s famously detailed animal figures and playsets to Christmas shoppers.

The products are housed across 200 sq.ft of displays and an interactive playzone, giving kids the chance to get hands-on with the toys and choose their favourites. The pop-up is open for business now and will remain up and running until the end of January.

Helping families find their way to the shop are attention-grabbing dino footprint decals strategically placed throughout the shopping centre. Once at the shop, visitors will be met with Schleich’s towering 15-foot Tyrannosaurus Rex, a giant replica of its T-Rex figurine and a can’t-miss attraction for visitors. Further driving store activity are a range of special promotions running for the duration of the pop-up, including free gifts for consumers spending more than $25.

Schleich plans to replicate this pop-up experience and develop a full programme of retail activations in malls and shopping destinations in other major US cities in 2019.

As well as new steps in retail, Schleich has bolstered its teams on both sides of the Atlantic. In the States, the firm has boosted its sales and marketing team with seven new hires. Meanwhile in the UK, former LEGO executive Jen Hodges and ex-Hasbro Account Manager Kate Watson have both joined the team as Key Account Managers.

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