Schleich is investing heavily in its retail operations this season with the launch of its first standalone pop-up shop in the US.
The toy company is backing the ‘experiential retail’ movement in a big way this holiday shopping season, opening a standalone store in the South Park Mall in Charlotte, NC, home of its US headquarters.
The 200 square foot shop opened for business in time for the peak Christmas shopping period and will run through to the end of January next year.
It features an assortment of 160 different Schleich animal figures and playsets with prices ranging from $3.99 to $99.99 while ‘providing kids and families with a unique play and shopping experience that includes an interactive Playzone.
Helping families find their way to the shop are attention-grabbing dino footprint decals strategically placed in the mall. Once at the shop, visitors will be met with Schleich’s 15 foot Tyrannosaurus Rex, a giant replica of its T-Rex figurine. Further driving store activity are a range of special promotions, including through January, consumers spending more than $25 will receive a free gift.
Schleich has detailed its plans to expand the programme into malls in other major US cities in 2019. Schleich’s US growth also includes its corporate team; it recently announced the addition of seven sales and marketing pros as it continues to build the Schleich brand domestically.
Founded in Germany in 1935, Schleich is one of the world’s oldest toy companies.