Schleich’s statement White Tiger fixture at Hamleys helps drive sales this season

Schleich UK has unveiled its latest statement fixture, a White Tiger Waterfall, now in place at Hamleys’ Regent Street store.

Shoppers taking a trip to Hamleys in London this Christmas will be transported to a jungle landscape rather than a traditional winter wonderland as they encounter the Schleich display on the third floor of the London store. 

Customers will come face-to-face with a life-size model of a rare White Tiger standing on top of a real working waterfall. The point of sale feature is already creating quite a noise in the store and is just one part of Schleich’s programme to create a huge presence in toy stores across the UK & Ireland.

Paul Dearlove, trade marketing manager, Schleich UK, commented: “The new Hamleys display has been months in the planning, but now it’s in place I can truly say the efforts have been fully worthwhile. 

"It’s the first thing you see as you enter the space, and with a working waterfall it’s a feast for all the senses. Most importantly is shows the beauty of the Schleich figurines and is already having a really positive impact on sales. It is perfect for brand awareness, and a perfect example of what we are trying to achieve across the retail space.

Schleich has a wide variety of different retail display options for our partners and we can work with all types of spaces.”

Wendy Platt, senior visual merchandising and display manager at Hamleys, added: “We are delighted to introduce our first ever water feature into our flagship store on Regent Street with our friends from Schleich UK. 

"It’s such an exciting addition to our overall customer experience. Children and adults alike have been taking lots of selfies with the beautiful white tiger. Watching the smiles on the faces of the children when they realise it’s a real waterfall is incredible – their eyes just light up. 

"At Hamleys we work hard to provide our customers with unique experiences and bring toys to life. We are sure families visiting us from all over the world during the festive season will love this new feature.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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