Schleich
German toy brand known for hand-painted, lifelike animal figurines, character figures, and imaginative playsets.
Last updated October 14, 2026
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Overview
Schleich is a German toy brand and manufacturer headquartered in Schwäbisch Gmünd. Founded in Stuttgart in 1935 by Friedrich Schleich, the company began as a supplier of plastic parts before moving into finished plastic figures. Its early growth came from bendable figures and licensed entertainment characters, including Snoopy, Maya the Bee, Mickey Mouse, and the Smurfs. The Smurfs in particular became an important commercial success and helped establish Schleich as a recognizable supplier of collectible toy figures. From the 1980s onward, Schleich increasingly moved away from comic-character merchandise toward carefully modeled, realistic animals. This shift became central to the brand’s identity. Its figures are generally produced through injection moulding and then hand painted, with an emphasis on recognizable anatomy, surface detail, durable construction, and play value. The company has developed ranges covering farm animals, wildlife, horses, dinosaurs, fantasy creatures, and licensed fictional characters. Rather than selling figures only as isolated collectibles, Schleich commonly places them within play scenarios supported by barns, farms, veterinary settings, riding facilities, habitats, vehicles, accessories, and story-led worlds. The portfolio includes the owned or controlled lines Farm World, Wild Life, Horse Club, Sofie’s Beauties, Dinosaurs, Bayala, and Eldrador Creatures, alongside licensed properties such as The Smurfs and Harry Potter. Schleich has also worked with other major entertainment properties, including Disney, Marvel, DC, Peanuts, and the Justice League. The brand therefore occupies a position between traditional play, collectible figurines, educational animal modeling, and character merchandise. Its detailed designs appeal both to children using the figures in imaginative play and to older consumers who collect particular animals or themed ranges. Schleich’s ownership and management structure changed several times. Friedrich Schleich sold the company in 1977. The business was subsequently held by long-term shareholders, including Franz-Ulrich Köster, Klaus Schwarz, and Paul Kraut senior. When those shareholders retired in 2006, Paul Kraut junior assumed management and investment firm HG Capital acquired 80 percent of the company. Ardian acquired Schleich in 2014, and the company became part of Swiss investment firm Partners Group in 2019. Leadership also changed during the company’s international expansion: Thomas van Kaldenkerken became chief executive in 2013, followed by Dirk Engehausen in 2015. International growth has been a defining feature of Schleich’s more recent development. In 2015, approximately 80 percent of sales were generated in Germany; by 2020, the domestic share had fallen to just under half, with expansion particularly strong in the United States, France, and the United Kingdom. Schleich products are sold in more than 60 countries. In 2020, the group employed 440 people and reported sales of EUR 188.7 million, according to figures cited by the company’s Wikipedia entry and attributed there to German Federal Gazette information. In 2022, it sold approximately 40 million figurines. The company designs much of its product range and tooling internally. A typical development process moves from a digital model to a resin prototype, then to a production mould and injection-moulded figure. Manufacturing and hand painting have taken place across Germany, Portugal, Romania, Moldova, Vietnam, Tunisia, China, Spain, Bosnia, and other production locations cited in public descriptions of the business. Schleich has also promoted material and packaging improvements based on circular-economy principles. Since 2023, consumers have been able to return Schleich figures for recycling, although the company has noted that many used figures are instead passed to other children or subsequent generations. The brand remains active as a global private toy business focused on detailed figures, themed play environments, licensed characters, and durable imaginative play.
History
Friedrich Schleich established the business in Stuttgart in 1935 as a supplier of plastic parts. During the 1950s, the company moved into finished plastic figures and became associated with bendable figurines marketed under the Schleich Figuren name. This early format gave the company experience in designing small, durable, characterful objects suitable for children’s play. During the 1960s, Schleich concentrated heavily on licensed merchandising. Its portfolio included figures based on Snoopy, Maya the Bee, Mickey Mouse, and other popular characters. The Smurfs became especially important to the company’s public profile and commercial development. Through this work, Schleich established capabilities in character licensing, figure production, painting, and distribution that later supported both owned brands and further entertainment partnerships. Friedrich Schleich sold the company in 1977. In the following period, the business continued to make licensed figures, including Muppet characters, but its strategic direction gradually changed. During the 1980s, Schleich began putting greater emphasis on realistic animal figures. Detailed farm, wildlife, and horse models became increasingly central, distinguishing the brand from manufacturers focused mainly on cartoon merchandise. The realism of the figures also supported educational and role-play uses, while the relatively small scale made them suitable for collecting and building interconnected play scenes. The company broadened its offer in 2003 by adding playsets and accessories to its individual figures. This development allowed Schleich to sell complete play environments rather than relying only on single-character or single-animal purchases. Farm settings, habitats, riding facilities, fantasy worlds, and dinosaur environments became important ways of organizing the range and presenting stories around the products. Ownership changed substantially in the 2000s. Until the end of 2006, Franz-Ulrich Köster, Klaus Schwarz, and Paul Kraut senior were shareholders. When the shareholders retired, Paul Kraut junior took over management, while British investment company HG Capital invested EUR 165 million and acquired 80 percent of the company. Thomas van Kaldenkerken became chief executive in 2013. Ardian acquired Schleich in 2014 for a reported EUR 220 million, and Dirk Engehausen assumed management in 2015 after a restructuring period. Under the later management, Schleich expanded outside Germany. In 2015, about four-fifths of sales were still generated in Germany, whereas by 2020 the domestic market accounted for slightly less than half. Growth was especially notable in the United States, France, and the United Kingdom. In 2016, the company added licensing arrangements for Peanuts and DC Justice League characters, including Superman and Batman, to its portfolio. In 2019, it began partnerships with large United States toy retailers that created dedicated Schleich flagship areas in stores. Since 2019, Schleich has been owned by Swiss investment firm Partners Group. The company continued growing during the COVID-19 period despite disruption in international supply chains. Publicly cited 2020 figures report 440 employees and sales of EUR 188.7 million, while the company sold approximately 40 million figurines in 2022. Schleich’s products are sold in more than 60 countries. Manufacturing combines internal design and tooling development with an international production network. Public descriptions identify facilities or production activity in Germany, Portugal, Romania, Moldova, Vietnam, Tunisia, China, Spain, Bosnia, and other locations. The process generally begins with a computer-generated model, followed by a resin prototype, mould creation, injection moulding, and hand painting. The company uses plastics selected for durability and compliance with applicable toy-safety requirements. Sustainability has become a further area of development. Schleich has described efforts to optimize products and packaging according to cradle-to-cradle circular-economy principles. From 2023, consumers could return figures for recycling. The same year, the company added Harry Potter figures, showing that licensed entertainment remains part of the portfolio even as realistic animals continue to define the brand. Schleich is currently an active, privately held international toy manufacturer with a portfolio spanning realistic animals, fantasy creatures, dinosaurs, horses, playsets, and licensed characters.
- 2023
Harry Potter figures introduced
[1]The company introduced figures based on the Harry Potter book and film franchise.
- 2023
Consumer figurine recycling program begins
[1]Schleich introduced a return option for used figurines as part of its circular-economy efforts.
- 2022
Approximately 40 million figurines sold
[1]Schleich sold approximately 40 million figurines during the year.
- 2019
Partners Group becomes owner
[1]Swiss investment firm Partners Group acquired the company.
- 2016
Peanuts and Justice League licensing
[1]Schleich added licenses for Peanuts and Justice League characters, including Superman and Batman.
- 2014
Ardian acquires Schleich
[1]French investment company Ardian acquired Schleich in a transaction reported at EUR 220 million.
- 2006
HG Capital takes a majority stake
[1]Following the retirement of long-term shareholders, HG Capital acquired 80 percent of the company and Paul Kraut Jr. took over management.
- 2003
Playsets and accessories added
[1]The company expanded beyond individual figures into playsets and accessories organized around play scenarios.
- 1980
Strategic shift toward realistic animals
[1]Schleich increasingly focused on detailed, true-to-life animal figurines while continuing selected licensed character products.
- 1977
Friedrich Schleich sells the company
[1]The founder sold the business, beginning a period of ownership by other shareholders.
Products and positioning
A detailed, mid-to-premium toy brand combining realistic animal modeling, imaginative play, licensed characters, and collectible appeal.
Realistic animal figures and playsets
Farm World
Farm World centers on domestic and farm animals, including livestock and companion animals, together with barns, farm equipment, habitats, and other accessories. The range supports open-ended role play built around everyday farm life and is one of the clearest expressions of Schleich’s realistic-animal positioning.
Wildlife figures and habitats
Wild Life
Wild Life presents animals from different natural environments, such as forests, savannahs, and other habitats. Its figures are designed with recognizable physical details and can be combined with habitat-themed playsets and accessories for both imaginative play and informal learning about animal diversity.
Horse figures and equestrian playsets
Horse Club
Horse Club is focused on horses, riders, stables, riding equipment, and stories involving friendship and equestrian activities. The line extends Schleich’s realistic animal expertise into a broader social play environment in which children can combine individual horses with characters, buildings, and accessories.
Horse-themed figures
Sofie's Beauties
Sofie’s Beauties is a horse-oriented line within Schleich’s broader equestrian portfolio. It combines detailed horse figures with styling and character-oriented play elements, offering a more fashion- and customization-led interpretation of the company’s horse products.
Dinosaur figures and playsets
Dinosaurs
The Dinosaurs range includes modeled prehistoric animals and associated play environments. It uses Schleich’s detailed sculpting and hand-painting approach to present recognizable dinosaur forms while supporting action-oriented imaginative play involving creatures, habitats, and exploration scenarios.
Fantasy figures and playsets
Bayala
Bayala is a fantasy world built around fairies, magical creatures, characters, and story settings. It broadens Schleich beyond naturalistic animals and uses narrative worlds, colorful designs, and character relationships to support imaginative play and collection.
Fantasy creature figures
Eldrador Creatures
Eldrador Creatures is a fantasy action line featuring powerful mythical creatures and themed worlds. Its figures emphasize dramatic sculpting and confrontational play scenarios, giving the Schleich portfolio a more adventure-oriented counterpart to its realistic wildlife and farm ranges.
Licensed character figures
The Smurfs
The Smurfs figures are among Schleich’s historically important licensed products. The company’s work with Smurf characters helped make it widely recognized as a supplier of entertainment-based figurines and established a licensing capability that continued through later partnerships.
Licensed character figures · 2023
Harry Potter
Introduced in 2023, Schleich’s Harry Potter products translate characters from the book and film franchise into collectible play figures. The range extends the company’s licensed-character strategy while complementing its established fantasy and story-world offerings.
Brand decisions
2023
Launch Harry Potter figurinesProduct launchBackground
Licensed entertainment remained part of Schleich’s portfolio alongside realistic animals and original fantasy properties.
Action taken
Schleich introduced figures based on the Harry Potter book and film series.
Aftermath
The launch extended the brand’s presence in licensed fantasy character merchandise.
2023
Introduce a figurine return programStrategyBackground
Schleich was optimizing products and packaging around circular-economy principles.
Action taken
The company began accepting returned Schleich figurines for recycling.
Aftermath
The initiative created a formal end-of-life route for products, although many used figures continue to be passed on to other children or generations.
2019
Develop branded retail spaces in the United StatesStrategyBackground
Schleich was expanding internationally and sought greater visibility in the large United States toy market.
Action taken
The company partnered with major toy retailers to create dedicated Schleich flagship areas in stores.
Aftermath
Early branded locations included stores in Beverly Hills, San Mateo, and Kingston.
2016
Add Peanuts and Justice League licensesProduct launchBackground
Schleich sought to strengthen its character-figure offer, particularly for the United States market.
Action taken
The company obtained licenses for Peanuts and Justice League characters, including Superman and Batman.
Aftermath
The move complemented Schleich’s owned animal and fantasy ranges with internationally recognized entertainment properties.
2003
Expand from figures into playsetsProduct launchBackground
Individual figurines provided a strong base, but broader play environments offered additional ways to build stories and extend collections.
Action taken
Schleich added playsets and accessories organized around scenarios such as farms, habitats, and fantasy worlds.
Aftermath
The brand developed from a figure supplier into a broader play-system business.
1980
Prioritize realistic animal figuresStrategyBackground
After earlier success with bendable and licensed comic figures, Schleich sought a more distinctive long-term product identity.
Action taken
The company shifted increasing attention toward detailed, true-to-life animal figurines while retaining selected character licenses.
Aftermath
Realistic animals became the foundation of the modern Schleich brand and its major product families.
Recent events
Schleich and 4-H launch Create Your Story contest[3]
Reported:
Schleich and 4-H announced the start of the Create Your Story contest, inviting children to contribute to a collaborative story. The announcement said the top two stories would be included in an interactive video premiering in the fall.
Sources3 sources
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