Schleich Unveils Imagination Island Experience at FAO Schwarz in NYC

Schleich, a maker of realistic animal figures and playsets, has debuted its new Imagination Island experience at FAO Schwarz in New York City. The immersive, hands-on attraction lets children and families to explore the magic of schleich through an interactive experience that sparks imagination and creativity by enabling them to design a custom animal toy figure in unique colors and patterns, from cows with leopard spots to lions with fish scales. 

"At schleich, we believe kids have a storytelling superpower, and our toys are built to celebrate and inspire imagination,” says Kelli Masilun, senior director, North American Marketing, schleich. "Evolving our presence at FAO Schwarz in New York City to give kids the opportunity to create their very own animal figure was a natural and exciting next step in bringing those imaginations to life. This year our 'Share Your Stories' campaign brought us to several flagship locations, meeting kids all over North America and hearing their stories. We hope fans will now visit Imagination Island and create schleich figurines that will inspire storytelling adventures for years to come." 

The Share Your Stories initiative celebrated the creativity and storytelling of schleich fans worldwide. After receiving more than 670 submissions, the winning stories have been selected and will be spotlighted across schleich's official website and social media channels on Instagram, Facebook and TikTok.  

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In tandem with this year's campaign, schleich expanded its presence in key North American markets through new retail partnerships. The brand celebrated the opening of its 100th flagship store location this past Oct., and collaborated with select retailers to bring the brand's products to a broader audience. Throughout 2024, schleich has boosted brand visibility through interactive, in-store storytelling events at locations, such as Science Museum Oklahoma, the Toronto Zoo and Atlanta Fernbank Museum.