Schleich turns 85: Development, standards, and anniversary figure

Schleich celebrates its 85th anniversary in 2020. The anniversary provides an opportunity to showcase the company's development and put its history into context. At the trade fair stand, this journey will be illustrated using a central motif: the evolution of animal figures, exemplified by the lion. From early models from the 1950s to the current version, it is possible to trace how design, standards, and craftsmanship have changed over the decades. A direct comparison of the figures shows that Schleich's basic idea has shifted significantly over time. While earlier models were more simplified and stylized, today's focus is clearly on representations that are as authentic as possible. Posture, proportions, and surface texture are more closely based on real-life models and reflect the desire to depict animals not only recognizably, but as realistically as possible.

From historical toys to realistic animal figures

The presentation makes it clear that this development did not happen abruptly, but gradually. In the early years, the focus was primarily on the idea of a robust, playable product. Materials, production options, and design resources were limited. Accordingly, the figures appeared simpler, sometimes almost symbolic. With increasing technical possibilities and growing demands for attention to detail, the company's self-image also changed. Today, Schleich consciously positions itself as a manufacturer of authentic animal figures. The aim is to depict animals in such a way that they are both suitable for free play and have a recognition value that goes beyond pure fantasy. The development of the lion shown here – from early designs to the current version from 2020 – is representative of this change across the entire range.

Authenticity as a long-term orientation

During the conversation, it becomes clear that authenticity at Schleich is not a short-term marketing term, but a strategic orientation of recent years. Figures are developed to have realistic anatomy, natural postures, and credible surface structures. This includes detailed fur structures, precise painting, and a design that conveys movement and tension. This approach influences not only the design, but also development times and production processes. New figures are created over longer periods of time, as prototypes are adjusted several times until the proportions and effect are right. The current lion presented at the stand is the result of this consistent further development.

The golden lion as an anniversary figure

To mark its 85th anniversary, Schleich is launching a special figure: a golden lion. This figure is expressly designed as an anniversary item and clearly differs from the regular range. The gold-colored design with glitter effect makes the lion immediately recognizable as a special edition. The golden lion is strictly limited and will be released in August. It is intended less for classic play and more to mark the anniversary, and is aimed equally at fans, collectors, and long-standing customers. There have already been numerous pre-orders, which shows that such special figures are highly valued within the community.

Collector's item and symbolic meaning

Anniversary figures such as the golden lion fulfill several functions. On the one hand, they are mementos of a specific point in the company's history. On the other hand, they often develop an independent collector's value, especially when they are limited editions and can be clearly placed within a theme. The lion is particularly suitable for this, as it has been a central motif in the Schleich range for decades. The fact that the golden lion is being promoted as the official anniversary figure underscores this approach. It symbolizes the company's long history and, at the same time, its current standards of design and quality.

Anniversary as a review and assessment

The fact that Schleich is turning 85 is not only presented as a number at the trade fair, but also contextualized. The juxtaposition of old and new figures shows how the company has changed over the decades without losing sight of its basic idea. Animals continue to serve as a starting point for play, imagination, and collecting – but today with a significantly higher demand for realism and detail. The anniversary thus marks less of a conclusion than a stop along the way. Looking back on 85 years of development reveals how much the figures, materials, and production methods have changed. The golden lion serves as a tangible symbol of this journey, combining history, the present, and collector interest in a single figure.